We are more than essential: the people behind Canada’s convenience stores

Nobody just wanders into a convenience store. 

Canadians are familiar with their local corner stores, so they usually know exactly what they want and where to find it. They walk in with confidence, knowing they can easily locate what they need. But what sticks with them after the visit isn't the store's layout, it's the brief chat with the clerk, someone they've seen many times before, that leaves a lasting impression. Those two minutes at the counter can be more memorable than the actual shopping experience.

When we talk about our business, we often focus on stores, channels and categories. However, the truth is, customers don't experience channels—they interact with people. If you ask any store owner what makes a casual shopper become a regular, they won't mention product selection or marketing strategies. Instead, they'll tell you it's the salesperson, the clerk, who makes all the difference. It's the human touch that builds loyalty and keeps customers coming back. Think about it. A friendly and helpful clerk can turn a one-time buyer into a loyal customer and that's what really matters in our industry.

In this line of work, everything is set up to help the person behind the counter do their job. They're handling a lot of different tasks, from lottery tickets, tobacco and alcohol sales, to fuel, groceries and payments, all from a pretty small space—smaller than a lot of restaurants, actually. They have to coordinate all these different things, making sure everything runs smoothly and efficiently. And the whole system is designed to support them in getting it done.

The work behind the counter

Every day, thousands of stores have staff who check the IDs of young people. If they don't want to show their IDs, the staff won't sell to them. Our operators are serious about following the rules, especially when it comes to regulated and restricted products. And the rules are always changing, so the retailers have to stay on top of them. Being responsible and following the rules is not just something we do because we have to—it's part of our promise to the communities we serve. We're proud of our track record as trusted, reliable and responsible retailers.

Your community, your corner store

In cities or rural areas, Canadian convenience stores are often family run and also create entry-level jobs for people with little or no experience. These workers often spend their earnings locally, which helps the community. They also pay taxes that support local services. The products on the shelves are chosen by someone from the same neighbourhood as the customers, making it a truly local business. This personal touch is what makes these stores so important to the people who live nearby. By shopping at these stores, residents are supporting their neighbors and helping to keep the local economy strong. It's a win-win situation for everyone involved.

In a growing number of communities, we are the only retailers left carrying the essentials people need when they need them. But somehow little of this reaches public conversation.

Most store operators put a lot of work into choosing the right products and making sure everything runs smoothly, but it's not always clear to customers what goes on behind the scenes. As a result, rather than sharing our industry’s story, we've left it up to others to tell for us.

So this year, we’re telling it ourselves.

'We Are...' Canada's convenience stores

Through a national digital campaign called 'We Are,' we’re showing people what really goes into keeping convenience stores running. It's not just about selling stuff, it's about the hard work and dedication that happens behind the scenes—the logistics, the people who work there and the commitment to doing things the right way. And let's be honest, it's also about being there for people when they need something, no matter what. Convenience stores are always nearby, ready to help out and that's something to celebrate.

Every store in this country holds stories nobody outside the industry has heard. The clerk who has stayed twenty years. The kid who started on weekends and manages the place now. Those are the stories this campaign exists to tell.

This month, at our National Summit in Toronto, we'll be sharing some valuable insights from a consumer research study we commissioned from NielsenIQ. This study reveals what shoppers really want from us and where we're succeeding and falling short when it comes to meeting their needs.

Canadians trust the people who work at their local stores and that trust didn't happen overnight. It's been built up over many years and it's renewed every day in communities right across the country. This is because of the hard work and dedication of the people who have been doing their jobs well for a very long time, often for decades. They show up every morning, ready to serve their customers and earn their trust all over again.

We are Canada’s convenience stores. Here for Canadians.