New Mexico, the Land of Enchantment, is now the Land of Speedway.
A total of 115 locations in this Southwest state were converted to Speedway convenience stores. The first store – in Alamogordo – opened as a Speedway on April 24, while Sunland Park completed the state-wide transformation in mid-August.
The process of converting a store typically happens in just over 24 hours. On conversion day, the store is closed to customers early in the morning and work starts immediately. By 6 a.m. the next morning, the store reopens as a Speedway, ready to welcome customers.
The familiar Speedway signage adorns the canopy and entrances, along with other exterior branding at the pumps and, where appropriate, car washes. Inside the stores, customers will be excited by the addition of Speedy Rewards®, Speedway’s industry-leading loyalty program. Customers will also benefit from state-of-the-art technology upgrades at the dispenser, as converted stores receive Speedway’s EMV-enabled technology, protecting the security of customers’ financial data.
The conversion process also includes transitioning current employees to Speedway systems, policies, and procedures, which is critical to the success of each location. During the first nine weeks of conversions in New Mexico, more than 170 volunteer buddy general managers and district managers from the Midwest and Atlantic Divisions stepped up to provide training and support.
“The conversions flew through the region at an incredible pace. This wouldn’t have been possible without all of the support organizations, buddy general managers, and buddy district managers here to assist us,” noted Jack Shepp, region manager. “It’s been fun to watch how excited our store employees are to educate our guests about the benefits of the Speedy Rewards program. The initial customer feedback has been very positive.”
Over 700 stores across 10 states will be converted by the end of 2019 as the Speedway brand expands coast-to-coast.