Wawa Inc. intends to roll into North Florida in a big way, starting with up to five gas station-convenience stores by the end of 2017 and at least 30 locations eventually.
Maybe 40.
At a cost of at least $5 million in each location and 40 jobs per store, the Pennsylvania-based company is looking at an investment of $150 million and a job base of 1,200 in Northeast Florida with those first 30.
“If you haven’t been into one, go,” said Clay County Manager Stephanie Kopelousos.
Wawa executives presented its concept at events Thursday morning in Clay County and late afternoon in Jacksonville.
“It’s different things to different people,” said Wawa President and CEO Chris Gheysens to a group at the Thrasher-Horne Conference Center in Orange Park.
He emphasized the company’s “family atmosphere,” the friendliness of its associates; the popularity of its food, especially its hoagies and coffee; and of the service, noting that people courteously hold open doors for each other in Wawa stores.
Gheysens said people make connections with and at the stores, leading to wedding photos and actual nuptials taking place at Wawas. Some customers sport Wawa tattoos.
There’s also friendliness. “We give out a lot of hugs,” he said.
Gheysens said people consider it their town center. “And that is what we hope happens here,” he said.
John Poplawski, senior director of site acquisition and development, and Brian Duke, regional real estate manager, said before the Clay County presentation that four area sites have been identified and are in various stages of approvals and permitting.
Three are in Duval — in Fort Caroline at southwest Monument and McCormick roads; in EastPark at Beach Boulevard and Central Parkway; and in The Crossing at Gate and Town Center parkways near St. Johns Town Center.
One is in Clay County at Blanding Boulevard and Filmore Street in Orange Park.
Executives did not identify additional sites, but said six are under contract and another dozen are being reviewed.
Asked when a St. Johns County site might surface, Gheysens said: “I think soon.”
Wawa is working the CBRE commercial real estate firm to help evaluate the Florida sites. In the Northeast Florida search, Poplawski said CBRE Vice President Collis McGeachy in Jacksonville and First Vice President Wood Belcher in Orlando are assisting the company.
He expects the first area groundbreaking in April. When the first locations open by late 2017, they might launch simultaneously or in the same week.
Wawa projects a second wave of 10 or more openings in 2018. In 2019 and after, the company expects to open two to four a year.
Poplawski said Northeast Florida is at least a 30-store market, and it could expand to 40 or more, depending on customer support.
It operates 731 stores in six states. In addition to Pennsylvania and Florida, Wawa’s presence is in New Jersey, Delaware, Maryland and Virginia.
The name Wawa is a native American word for the Canada goose, which is depicted in the corporate logo. The company is headquartered in Wawa, Pa.
Forbes magazine ranked Wawa as the 34th largest private U.S. company for 2015, based on revenue of about $9.7 billion as of yearend 2014.
It opened its first Florida store in July 2012 near SeaWorld and now has 92 locations in the Orlando, Tampa, Southwest, Daytona and East Coast markets.
As of Wednesday, there also were 48 sites in the regulatory pipeline and more than 150 under company consideration in Florida, Poplawski said.
Wawa focuses on new construction, which creates about 140 construction- and site-related jobs for each location. Hiring for management should start later this year for the Northeast Florida stores.
Stores feature touchscreen food-service ordering and Wawa soon will launch an app that allows customers to place orders in advance.
The company also emphasizes its no-surcharge ATMs for customers. Benefits to employees include an Employee Stock Ownership Plan for retirement, a medical plan and tuition reimbursement.
Wawa representatives also focused Thursday on its charity through its Wawa Foundation. Its goal is to donate $50 million by 2018 to causes involving health, hunger and “everyday heroes.” More than $2 million has been given to Florida charities.
On Thursday, the company presented a $15,000 donation to the Greater Jacksonville Area USO.
The USO gained another $1,000 from a U.S. Navy team, which competed in the Hoagies for Heroes competition with a team of Marines.
The Marines won the challenge by making the most sandwiches in three minutes. They donated their $1,000 check to the Injured Marine Semper Fi Fund.
Gheysens said the real estate team researches high-profile corner locations and found “a lot more in Jacksonville and Orlando” than in other areas.
The sites generally are about 2 acres and the stores about more than 6,000 square feet. Wawa seeks sites accessible at traffic signals.
Asked how Wawa affects competitors, “we tend to make them better,” Gheysens said.
He said other gas station and convenience store companies might remodel, seek better sites and drop fuel prices in advance or in reaction to Wawa’s market entrance.
Thursday was Gheysens’ first visit to Jacksonville.
He said he visits a Wawa store at least once daily 350 days a year. By the end of 2017, he can do so in Northeast Florida.
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