Alimentation Couche-Tard’s new CEO is cognisant of the past, focused on the future
As the newly appointed CEO of Alimentation Couche-Tard | Circle K, Alex Miller steps into a position that only two others have held in the company’s rich history, which spans more than four decades.
Officially taking the reins in September 2024, after serving as COO since January 2023, Miller’s vision is shaped not just by the achievements of his predecessors—founder and executive chairman Alain Bouchard and Brian Hannasch, who served as president and CEO for a decade—but by the ever-changing retail landscape, consumer expectations, and a deep commitment to Circle K’s core culture.
READ: Alimentation Couche-Tard CEO Brian Hannasch to retire
In a conversation during the Convenience Industry Council of Canada Summit held in Toronto September 25 to 27, 2024, Miller sat down with event emcee and host of Chatter That Matters, Tony Chapman, to discuss the company’s legacy, values and vision for the future.
Here are some highlights from their conversation.
Embracing a rich legacy: Miller reflected on the influence of his predecessors, describing the role they played in building Circle K’s identity. He emphasizes the importance of preserving the company’s culture, which he describes as centered on humility and a people-first approach.
“Our business is in our stores, with our people and customers,” Miller stated. This philosophy of prioritizing the in-store experience aligns with his vision of supporting employees and learning from the frontlines, ensuring operational excellence while fostering a strong team-oriented environment.
Balancing tradition with innovation: While Miller deeply values the traditions that have propelled Circle K to its current success, he acknowledges that the conditions in the industry are rapidly changing. It's essential to understand "who our customers really are, and what we’re solving for them,” Miller said, pointing out that innovation must always centre around the customer.
Miller says his leadership is rooted in one simple principle: the customer comes first. As he points out, convenience store customers have endless options, so Circle K must differentiate itself through both its offerings and operations.
Leveraging technology: Digital transformation plays a critical role in Miller’s strategy for Circle K. He stresses the importance of data and digital platforms in shaping the future of convenience retail.
Circle K’s ability to gather insights through digital loyalty programs and mobile platforms allows the company to make informed decisions that improve the customer experience.
However, Miller is quick to point out that while Circle K has made significant strides in digital innovation, there’s still much progress to be made. “We’re only about 10% of where we need to be,” he shared, emphasizing that data-driven strategies and AI technologies will be central to Circle K’s future success.
A focus on foodservice: He sees foodservice as a major growth area. “People are going to eat during the day, and that’s a huge opportunity for us,” Miller said, indicating that executing food options consistently and at the right price point is crucial. Circle K’s focus on private-label products and food bundles is a key part of the strategy, offering customers value, while capitalizing on emerging trends.
Maintaining culture amid growth: While Miller did not directly address ACT's bid for 7-Eleven, he did discuss acquisitions. As Circle K continues to grow, both organically and through acquisitions, Miller talked about the importance of maintaining the company's unique culture. He describes Circle K as a company grounded in humility and collaboration, where team members feel empowered to make decisions and take risks.
One of Miller’s primary challenges is balancing this entrepreneurial spirit with the scalability needed for a company of Circle K’s size. With over 16,000 locations worldwide, he is keen on ensuring that even as Circle K scales, it remains agile and responsive to local needs.
“We’re trying to make sure we don’t become too homogenous as we grow larger,” he explained, stressing the importance of local relevance while leveraging Circle K’s global scale.
Looking ahead: When asked about the future, Miller outlined three key areas of focus: shareholder returns, people satisfaction and community engagement.
He envisions a company recognized not only for its financial success, but also for its ability to foster a positive workplace culture and contribute meaningfully to the communities it serves.
With Circle K continuing to invest in sustainability, digital transformation and foodservice innovation, Miller is committed to leading the company through its next chapter.
“Our mission is to ensure that every customer feels that they belong at Circle K, and that our employees feel the same,” he says. “That’s the heart of our business.”