Reimagining engagement: How CICC stands out with bold, innovative storytelling
Last week I was given a unique opportunity to represent our industry with Canada’s premiers when Ontario Premier Doug Ford invited me to be one of a small number of stakeholders to attend an evening gala event at the Council of the Federation meeting.
We at CICC usually hammer home policy impacts and economic footprints—after all, our industry generates billions in revenue, employs hundreds of thousands, and serves as the heartbeat of communities nationwide. But this time? I flipped the script entirely. As the premiers arrived at Deerhurst, CICC welcomed them like no other sector could. Waiting in each room was a curated gift basket filled with treats from this year's Convenience Innovation Award (CIA) nominees. These awards, a longstanding CICC tradition, celebrate groundbreaking product development in our industry, spotlighting innovations in snacks, beverages, and general merchandise that keep convenience stores at the forefront of consumer trends.
In each one was a personal card that connected the dots. It reminded them that their constituents rely on convenience stores, and that we all love a treat that reminds us of our childhood. It finished with this simple message: “We thank you for your support and trust that your government will be in our corner so we can stay on Canada’s corners”.
Given the Ontario setting, where Premier Ford has championed beverage alcohol expansion, we didn't miss the chance to include a few adult beverages. This was a cheeky, subtle nod to the ongoing push for beverage alcohol sales in convenience stores—not just in Ontario, where the rollout began in September 2024 allowing stores to sell beer, wine, cider, and ready-to-drink options, but across other provinces too. With more than 4,000 Ontario convenience stores now participating in this market shift, it's a game-changer that's boosted sales and consumer choice. Yet, for many provinces, barriers persist, and our basket served as a gentle reminder of the untapped potential for economic growth and convenience.
What is just a simple gift basket actually tells a story. It shows the personal and nostalgic side of our industry and reminds policymakers about the importance of our stores in their communities. It also shows how we lead the way in innovation, and how our channel is known as the place to buy the newest food and beverage items.
The best part of this came during the evening gala. The baskets were a great conversation starter. Instead of my name is… and I am…, I opened with “I hope you enjoyed your basket filled with convenience store treats”. Without exception, the reaction was positive and appreciative. Premier Eby had his daughters with him, and his eldest shared what her favourite product was. I don’t wish to bias our judging panel, so will keep that a secret! PremierKinew thanked us for our generosity and said that his wife has a sweet tooth, so he was going to bring the sweet snacks home to her.
The true power of this approach was in the connections it fostered. It served as a great launching point to conversations on our key issues: interprovincial trade barriers, contraband nicotine products and beverage alcohol expansion.
My conversations with the premiers reinforced these issues, and it was great to hear that they were already aware of them, as a result of the efforts of CICC’s regional vice-presidents.
On contraband, I had a great conversation with Premier Smith and we talked about the need for more research to show the connection between high taxes and the growth of contraband. On beverage alcohol, I thanked Premier Houston for his government’s consultations on expansion and reinforced that our CICC team stands at the ready to help make this a reality.
It isn’t every day that you have an opportunity to engage with every Premier in this fashion. The creative approach we took by telling a positive story about our industry will undoubtedly leave a more memorable and lasting impression than a PowerPoint presentation ever could. This won’t replace our usual economic arguments, but it’s good to have another tool at our disposal.
All businesses benefit when Canada’s premiers come together and agree to work together. It is also helpful when they put pressure on the federal government, as many of our issues are federal and provincial in nature.
That's the enduring charm of the convenience industry: We're woven into daily lives, ready to surprise, delight, and deliver in an instant—whether it's a nostalgic treat or an innovative new product. As we celebrate events like Convenience Week in August, honouring our employees' essential roles, we're reminded of our proximity to people and Canadian communities in which they live.
The future of the convenience industry belongs to those who can tell these stories well—one innovative product, one personal connection, one basket at a time. And we intend to do just that, so that we can remain on Canada’s corners.
