Genuine Care: How Dash In is Elevating the Guest Experience

By: Alison LaPointe and Wills Group

When people think of convenience stores, customer service isn't usually the first thing that comes to mind. At Dash In, we’re working to change that. In addition to elevating our menu and revamping our store design, we’re raising the bar on the guest experience.

That’s where Genuine Care comes in—a training program focused on delivering personalized, authentic service and hospitality. Whether remembering a regular’s favorite order or offering proactive assistance, Genuine Care is about transforming everyday errands into engaging experiences.

In this post, we’ll share how we train our team members to deliver exceptional service, how it’s being rolled out across our stores, and how it drives guest loyalty and career development—all part of our goal to elevate the convenience store experience for guests, team members, and communities.

Why We Created Genuine Care?

Convenience stores have long been viewed as places for quick, impersonal stops. At Dash In, we saw an opportunity to change that. As we upgraded our stores and menu offerings, we realized that elevating the guest experience required more than a new look—it needed outstanding service.

We launched Genuine Care, a structured training framework that equips team members to deliver exceptional service consistently. It reinforces the Dash In ethos of viewing customers not as transactions but instead welcoming them as guests.

“We recognized that we had a superior product and environment, but it’s our team members who truly bring the brand to life,” says Alison LaPointe, Director of Talent Development and Learning for Wills Group, parent company to Dash In. “Genuine Care gives them the mindset and tools to spark real engagement.”

Genuine Care fosters a culture of thoughtful service, helping us build loyalty, encourage repeat visits, and create a sense of pride among our team members. When team members take ownership of delivering exceptional service, they become brand ambassadors, creating an experience that makes guests want to return again and again.

What Genuine Care Entails?

Genuine Care focuses on six key elements:

1. DAS+H: Delivering Authentic Service and Hospitality
2. Proactive Engagement
3. Reading Guest Cues
4. Service Recovery: The LEARN Model
5. Daily Huddles
6. Recognition

With these foundational pieces in place, we’re focused on expanding Genuine Care across all locations to deliver a unified and consistent guest experience.

Dash In recently introduced its formal recognition program to recognize outstanding service. “Recognition is a powerful motivator,” Alison explains. “Celebrating great service encourages team members to take ownership and reinforces the culture we’re building. We’re proud of the progress we’ve made, but this is just the beginning. Expanding Genuine Care to all locations strengthens our brand promise, and we’ll keep finding new ways to enhance the guest experience.”

Building a Culture of Genuine Care

The rollout of Genuine Care marks a new chapter in how we engage with guests and empower our team members. By focusing on proactive service, empathy, and hospitality, we create a consistent, elevated guest experience across all Dash In locations. This initiative is about more than great service—it’s about making every guest interaction positive and memorable. As we continue to grow and improve, we aim to create moments that keep guests coming back.

“We believe Genuine Care will help drive Dash In’s growth and success,” Alison concludes. “It’s not just about great food or revamped stores. It’s about connection, community, and keeping Lives in Motion.”