2023 Future Leaders in Convenience: RACHA CHOUKAIR

In 2010, 24-year-old Racha Choukair had ambitious dreams. She started her career by managing five gas stations. Today, she and her husband own five stations under different brands and are raising a family while growing their business.

Choukair handles business development, the profit and sales business plan, and motivates her team by becoming a role model. She says her biggest challenge was also her most impressive achievement.

“I came to Canada not speaking a word of English, and within 10 years, I developed a high-powered, results-oriented team dedicated to exceeding customer expectations while progressing to five convenience gas channel service stations,” she says.

“Creating and executing detailed successful business plans in a male-dominated industry was difficult, but rather than complain and retreat, I stayed focused and worked 60 hours a week to exceed business plans and gain industry respect.”

Choukair is also proud of the positive customer relationships she’s developed over the years.

“We operate in a very competitive environment and customers have many options. I value listening to what they like and dislike, and then showing them we care,” she explains.

Choukair’s team participates in various community involvement programs and believes diversity, equity and inclusion (DEI) training is fundamental in the industry.

“From both the corporate head office perspective and in my local community, this is a key component in all my business plans,” she says.

“My staff gets intensive, regular training to ensure we all understand that DEI principles will make us all successful.”

Click here for a full list of the Future Leaders in Convenience + Car Wash winners