There’s an oft spoken mantra at NACS when it comes to advocacy: “If you’re not at the dinner table, then you’re on the menu.”
“If you’re not engaged, understand that there are other groups that are advocating for something that will negatively impact your business,” said Tom Brennan, chief merchandising officer at Casey’s General Stores. “I would encourage retailers to get engaged so you can give your point of view, your business’s point of view and the industry’s point of view and counter the other narratives that are out there. Political engagement needs to be ingrained in how we operate because of the impact legislation can have on your business.”
Whether you’re a CEO, a store manager, a supplier partner, or anyone else in the c-store ecosystem, advocacy comes down to one thing: Tell your story.
“Convenience retailers are quite literally where the rubber meets the road. We represent folks that our elected representatives want to hear from,” said Alex Olympidis, president of operations at Indiana retailer Family Express. “And your elected representatives need you just as much as you need them. They are real people and in most cases are thrilled to talk to their real constituents.”
That holds true whether the government official is at the federal, state or local level, and whether they are elected or appointed.
Relationships With Representatives
Key to your story being effective and resonating with lawmakers is developing relationships with your state and local representatives.
After that, make sure to continue to cultivate the relationship over time, said Alex Olympidis, president of operations at Family Express. “After we did an In Store program with our Congressman Rudy Yakym, he now texts me when he’s at other convenience stores. He learned a lot about what it means to be a retailer and what it means to be a frontline worker that day, but that relationship continues. Every time he visits a convenience store, he thinks of us—and not just of Family Express, but of our industry as a whole.”
Laying the groundwork for those connections will also go a long way in the future—you don’t want to wait until you have a problem arise to meet your elected officials.
“It takes years to develop these kinds of relationships, but now when something new comes up, it’s common for me to walk into a congressional office, speak to someone and maybe see or hear somebody talking about that very same issue,” said Dan Alsaker, Principle at Alsaker Corp. dba Broadway.
Retailers also said it’s important to connect with legislators’ staffers on the Hill. “They direct most of the traffic on a day-to-day basis, so that’s an important relationship to develop,” said Alsaker.
Personal Perspectives Are Powerful
Raymond Huff, president of HJB Convenience, testified earlier this year in front of the House Small Business Committee about making provisions of the 2017 Tax Cuts and Jobs Act permanent (they are set to expire after 2025). Prior to the hearing, he prepped his testimony with NACS’ government relations team and met with representatives on the opposing side of the issue.
“It was an honor to represent the industry, even if it was a little bit scary. But a few of the committee members changed their position after hearing my story, because it makes a lot of sense,” said Huff, who owns around 10 stores in the Denver area. He described how the deductions allowed him to reinvest in his business, buy coolers, fixtures and point of sales systems, expand to open new stores and hire more employees.
“Additionally, I made some new contacts” while in D.C., added the Colorado-based retailer. “I talked to representatives from all over the United States on both sides of the issue. It was a great experience, and I think it was effective.”
When I graduated college my dad told me, ‘If you don’t like something, get involved and find a way to change it.’ And I’ve walked by those words.” —Dan Alsaker, Principle at Alsaker Corp. dba Broadway
Two years ago, Dan Alsaker, principle at Alsaker Corp. dba Broadway in Spokane, Washington, was invited by Energy & Commerce Chair Cathy McMorris Rogers to participate in a roundtable on energy costs and their impact on the convenience and fuel industry.
“I had a story to tell,” he said. He described to the group how the high cost of energy was impacting his workforce and keeping him from staffing the right number of employees. “I had members come up to me afterwards and say, ‘I had no idea this was going on in a real world context.’ That really helped.”
Its critical for lawmakers to hear directly from retailers who experience the day-in, day-out nature of top issues and are personally impacted by proposed legislation.
“When you’re an elected representative, especially in the United States Congress, you’re asked to be an expert on a lot of things that maybe you didn’t anticipate you would need to be an expert on. So you have to rely on the experts in their field in order to make informed decisions,” said Olympidis. “As a business and community leader, I need the representative to move the needle in the way I want it to be moved, but the truth of the matter is that the elected representative needs us in a much more profound way. They rely on those who are willing to help them inform the decisions that they make.”
Small Businesses, Big Voices
Steve McKinley is the founder of Urban Value Corner Store, a 10-store chain in the Dallas area. “It doesn’t matter what size business you are—your voice is as powerful as [any large company]. Anybody who is trying to get involved in advocacy needs to understand that your voice is important.”
The power of speaking up as a small business owner also resonates with Alsaker, who said that his involvement with advocacy started with the simple need to survive. “I felt that, as a little guy, if I didn’t have the width and breadth of a major company, then I had to go out and fight for every little thing that we could, even just to see an adjustment. If it wasn’t going to be us, then who was it going to be? It had to be me. I jumped in hook, line and sinker,” he said.
If you’re not speaking up to tell your story and share your experience, then the opposing side will control the narrative. Take swipe fees for example, said Brennan.
“Members of Congress are hearing a very different message from the banks. That’s why it’s so important for them to hear from retailers and businesses of all sizes. If you have a particular point of view, you need to ensure that you’re at least giving someone the opportunity to see something in a different light, ask questions and get a greater depth of understanding on the issue,” he said. “We have to make sure that our story is told right, and that we tell it in a way that has very real examples. Silence is not an option—that is how you will get an outcome you don’t want.”
Stay the Course
“Advocacy is a long game,” added Brennan. It can be quick to get a win at the local level, but when it comes to federal issues, many bills benefiting the convenience business can take years or even decades to push through. “But it’s not about getting discouraged. It’s about continuing to be engaged and continuing to have those conversations that hopefully lead to eventual payoff.”
For Kenny Shim, president of the Ontario Convenience Stores Association and a retailer with 34 years in the business, getting approval for convenience stores to sell beer, wine and ready-to-drink cocktails in Ontario, Canada, was 20 years in the making. “When you work with the government, you have to be very, very patient—which I have become,” he said. “You have to be persistent and learn who the right people to talk to are. If you go through the wrong person, it could take an extra three or four months. That has been a learning process for me over the years.”
Silence is not an option—that is how you will get an outcome you don’t want.” —Tom Brennan, chief merchandising officer at Casey’s General Stores
Shim collected half a million signatures from the industry in support of allowing c-stores to sell alcohol, and with the help of a recently elected premier, he helped get the legislation passed in September 2024.
Alsaker once worked diligently on a bill to combat fuel tax evasion for almost four years before it got passed. “I think I took a record 17 trips in one year to Washington, D.C. But I led a team that was persistent. From there we also helped make changes to state-level regulations about fuel tax evasion, which was a big deal.”
“The hope of the opposition is that we won’t stay persistent, that we will go away,” continued Alsaker. But with perseverance and the industry keeping its feet to the ground, the narrative—and outcomes—on pivotal issues can change.
In the five years that he’s been participating in Day on the Hill, Brennan said 2024’s event had the “most receptive and positive conversations” he’s been a part of. “Not that anyone is committing to voting a certain way yet, but they seem more open and the nature of the questions they ask are more supportive versus pointed,” he said.
“Advocacy isn’t something that necessarily always translates into, ‘look at what we accomplished this year,’” Brennan continued. “It’s about staying in it for the long run and continuing to engage. It’s not always quick wins—it’s about ensuring that you’re helping shape the narrative and making your point of view heard, so that when we do get to a decision point, you know you’ve done everything you can to put the perspective of the industry out there and hopefully get the best outcome.”
Advocacy starts in your store. From being a friendly face for your customers and getting involved in your local community all the way to testifying on Capitol Hill, everyone from the business owner or CEO to the cashier can be an advocate. Here are some ways to get started.
Educate yourself … One of the first steps is to familiarize yourself with the most important issues to the convenience retailing business. “Get educated on the issues and understand the impact that they could have on your business,” said Tom Brennan, chief merchandising officer at Casey’s General Stores.
… And your government officials … Oftentimes, said Raymond Huff, president of HJB Convenience, officials get voted in and might try to enact legislation that doesn’t make the most sense for businesses. “The only way you can fight that is to have a seat at the table and educate your legislator about why that’s not beneficial, as they might not realize it’s even detrimental. When you do that, you can usually win,” Huff said.
… And your customers. Customer issues are constituent issues. If your local area is facing a new rule or regulation (tobacco bans are a great example of this), let your customers know about it. Talk to them about how it might impact them, and educate them at checkout with signage or ways they might be able to make their voice heard as well. Officials want to hear from them, too.
Embrace local issues. Brennan stressed the importance of attending local hearings and board meetings to advocate in your local area. “Sometimes there might be resistance to opening a new store for example, so talking about the jobs it would create, services offered, and your company’s approach to creating a great guest experience can help people view it differently.”
Just show up. Get involved in whatever ways you can, said Huff. “Volunteer to be on a legislative committee or a local board. Volunteer to write letters. Just show up. There are a lot of things that you can do to advocate for the industry,” he said.
Volunteer on local boards. You can start getting engaged in advocacy at the community level by volunteering for local organizations or boards. Huff said that was how he first got involved in advocacy and it allowed him to make connections in his area. “It’s usually an hour or two per month of your time, and then from there you can find other ways you can be helpful in your community,” he said. And you don’t necessarily have to volunteer with convenience-specific organizations. Alex Olympidis, president of operations at Family Express, is a proud member of his town’s park foundation because he believes well-maintained parks are a sign of a thriving community—just like healthy convenience stores.
Host legislators in your store. NACS’ In Store program is a great way to arrange this, but inviting officials to your store helps them experience the convenience business—and its pain points—firsthand.
Go to Day on the Hill. NACS’ annual Day on the Hill occurs in March and is an opportunity to visit Capitol Hill to meet your representatives, get in front of lawmakers, build connections and share your story.
Know your stats. There are a lot of facts about the convenience industry that are worth boasting about, from how great the foodservice is to how many people the industry employs to the impact c-stores have on their local communities. Know the stats and how to talk to people about them, whether you’re talking to a legislator, a customer, your family member or your doctor.
Network with industry leaders. Go to networking events and meet other leaders, even if they’re in different channels, said Steve McKinley, founder of Urban Value Corner Store. “I have made so many contacts in the last few years with those from large companies like Walmart to other small business owners. It’s important to not only learn what they’re going through, but some of the best practices they’re doing.”
Find peers. Get to know other industry advocates at fellow convenience businesses. “As a small business owner, I also want to know who is speaking for [the large convenience companies]. They in turn rely on me as a small business owner to share my point of view,” said Dan Alsaker, Principle at Alsaker Corp. dba Broadway. He also noted that networking with industry advocates in other countries can help you navigate legislation they may have tackled before and can provide insight on.
Brag about the industry. Social media is full of great things convenience businesses are doing, from hosting local community events to donating to causes in their areas. Share these stories and highlight how crucial convenience businesses are to the local fabric. Another great thing to brag about: food! Everyone loves a good food recommendation, and in many areas, a local convenience store might have the best meal in town.