Dash In Chantilly, Virginia, USA
Dash In Chantilly, located approximately 40 minutes west of Washington DC in Virginia, has been described by social media users as the “Chick-fil-A of Gas Stations” and the “Whole Foods of Convenience.” As a family-owned business, Dash In has been an integral part of local communities for over 40 years, enhancing convenience for customers across the Mid-Atlantic region.
Company and Brand Overview
At Dash In, our goal is to delight our customers. Give them more than they expect – and make a positive impact on their busy day. It’s about creating a personal connection and making each visit memorable for our guests.
- We’ve been doing this since 1979 when the Wills Group added Dash In Food Stores to its diverse portfolio of businesses. With an understanding of the brand’s growth potential, two years later, Dash In opened its first full-sized store earning it a unique position as the first convenience store in Maryland with a food service program featuring fresh fried chicken and potato wedges.
By the early 90s, Dash In partnered with various in-house Quick-Service Restaurants, including Taco Bell, Subway, and Dunkin’ Donuts, but this approach was short-lived as the owners realized the tremendous potential of Dash In’s own branded food program. The team went back to the vision board in search of new ways to grow the business and delight customers.
- In 2005, Dash In opened its first franchise store and began co-locating with its sister brand Splash In car washes. By 2018, Dash In expanded into more than 50 locations across Delaware, Maryland, and Virginia, ushering in the unveiling of its first neighborhood store concept store near Richmond, Virginia.
This 5,600 square foot store featured a grill bar, made-to-order sandwiches, and gourmet coffee, the foundation for what Dash In offers customers today.
- Most recently, in 2023, Dash In opened what is now its flagship Series 3 store in Loudoun County, Virginia. The Series 3, next generation store represents the best in convenience, including quality food made with fresh ingredients, and a comprehensive beverage program, robust loyalty program, and an elevated customer experience.
As a family-owned business, Dash In has been an integral part of local communities for over 40 years, making life more convenient for customers across the Mid-Atlantic region. Dash In is not just in the convenience business, we’re in the business of caring for people, too. For us it’s simple, to be the best we must provide better experiences for each other, our guests, and our communities.
- Today, Dash In has 57 locations across the Mid-Atlantic region of the United States – Delaware, Maryland, and Virginia. The Dash In experience also includes the Splash In car wash, which has more than 50 locations. Dash In’s growth is a function of our passionate commitment to innovation, an elevated customer experience, food quality, and community engagement.
Store Photos
Store and Offer Overview
We at Dash In take a unique approach to customer service with a commitment to what we call “Genuine Care.” At Dash In, Genuine Care comes to life in our guest experience program that includes our Concierge Service and a focus on freshly made food using high-quality ingredients.
The Concierge role is designed to enhance every guest’s visit, ensuring they feel welcomed and valued from the moment they walk through our doors. This unique position demonstrates our commitment to superior service and personalized experiences.
During our Dash In daily team huddles we also put an emphasis on educating our team members on the principles of Genuine Care. Dash In is passionate about setting a higher bar for the future of convenience.
The feedback we’ve received from customers at our all-new Loudoun County, Virginia location, demonstrates the positive impact our focus on Genuine Care has on our guests’ experiences. For example, one customer described us on social media as the “Chick-fil-A of Gas Stations,” and another guest commented that Dash In is like the “Whole Foods of Convenience.”
All Dash In locations are open 365 days a year, seven days a week and 24 hours a day. Traffic for our Chantilly, Virginia location is consistent throughout the day and Dash In is seeing customer growth beyond our peak times around breakfast, lunch, and dinner.
Dash In’s food forward focus informs our commitment to Dash In’s “Made for You and Fresh to Go” menu. The Dash In menu includes fresh angus ground beef griddle-pressed burgers, homemade chips, and fresh oven-baked goods, all prepared in-house. Breakfast is also served all day. We use freshly cracked eggs and serve other baked fresh in-store items like homemade biscuits, croissants, pastries, and mini donuts.
Dash In’s open concept kitchen is at the center of the store.
The open kitchen is flanked by a beverage wall on one side featuring Dash In’s bean-to-cup coffee, a new line of refreshing beverages, and a self-serve, automated shake and smoothie machine that prepares more than 40 different beverages to order. A beer cave and wine selections are featured on the other side of the central kitchen location.
Signature items
- Main course salads such as Dash In’s Southwest Steak and Crispy Chicken Cobb, along with Dash In Kitchen Bowls including La Cocina and the Veggie Power are customer favorites.
- Dash In’s exclusive Stackadillas® feature eight distinct offerings including the Buffalo Chicken Stackadilla®, Chicken Bacon Ranch Stackadilla®, Country Breakfast Stackadilla®, Pork Carnitas Stackadilla®, Santa Fe Breakfast Stackadilla®, Steak Fajita Stackadilla®, Three Cheese Burger Stackadilla®, and Three Cheese Stackadilla®.
As part of Dash In’s commitment to offering customers a fresh and elevated menu, US-based celebrity chef Spike Mendelsohn partnered with Dash In to present a limited time burger offering – the “Spike Burger.” The Spike Burger includes a fresh hamburger patty topped with caramelized mushrooms and onions, Monterey Jack cheese, bacon and a sunny side up egg served on a kaiser roll.
Layout and Retail Environment
The all-new Dash In is a 5,600 square-foot store located at Gateway Village, 24755 Gum Spring Road in Chantilly, Loudoun County, Virginia. This Series 3, next generation Dash In features 17 fueling positions and a newly branded Splash In car wash.
Dash In’s reimagined convenience concept features a store environment and layout created to provide guests with an elevated experience. The Dash In retail environment is designed to foster transparency and openness for our guests. We’ve opened the sightlines by lowering the shelf height and have incorporated great lighting and intuitive wayfinding so our guests can easily navigate the store.
Dash In’s open kitchen stands out as the centerpiece for the store experience, with the Dash In store environment also featuring natural wood exterior finishes and polished concrete floors. Dash In also features indoor and outdoor seating with our Loudoun County, Virginia location allowing for more than 50 covers.
Dash In’s commitment to combining human and digital interaction throughout the guest journey is informed by Dash In’s commitment to delight our customers – give them more than they expect and make a positive impact on their busy day. This is why Dash In introduced its Concierge Service. Our Dash In Concierge Service team member welcomes guests with a warm smile and assists guests with any questions they may have.
As one of Dash In’s dedicated Concierge Service team members notes, “The most fulfilling thing for me is that I get to talk to guests who really enjoy coming to the store. They’re not used to being waited on and so they’re often totally shocked by the level of service – it makes them want to come back.”
Dash In’s commitment to Genuine Care is further supported by the Dash In Rewards app, which helps make our guests’ experiences easy and efficient. Dash In continues to enhance the Dash In Rewards App to ensure a seamless and effortless ordering, rewards, and payment experience for our guests.
- The Dash In Rewards app simply affirms our commitment to a better guest experience. Dash In is as committed to the rewards experience as it is to the in-store guest experience, with the Dash In Rewards app receiving a 4.8 rating (out of 5) on Apple’s App Store.
- To make the Dash In Rewards app fun for our guests, we introduced the Dash In Reward app mascot – Points the Porcupine. “Points” serves to visually remind our guests that every purchase leads to points, and points translate to more value for them.
Customer Experience
Dash In is proud of how our commitment to Genuine Care is reflected in our customer survey feedback. For example, highlights from this year include:
“We received exceptional service at Dash In [Our host] ensured that every guest felt welcomed and well-cared for. Their proactive approach included offering personalized menu recommendations and addressing needs promptly. They also maintained a keen attention to detail, from timely food delivery to checking guest satisfaction. Their efforts contributed significantly to a memorable dining experience for all.”
“Dash in continues to be an asset to the community. We were there for the grand opening. Dash In presents a clean, safe place for teens or families to dine-in or grab and go. The vegetarian food options are fresh and delicious. Gas is top-tier, and the car wash is a great bonus!!”
“I believe the high standards seen throughout this facility are due to [store manager Biruk Regassa’s] availability and attention to details. He is kind, considerate, welcoming and always professional which I have not only experienced but also witnessed with other patrons. The Dash-in staff are also kind and engaging. This is a direct reflection on Biruk’s leadership and genuine commitment towards customer satisfaction.”
“I just wanted to share about my ongoing experience at Dash In. In October, I had talked with Biruk about hosting a … group for our local high school student athletes at Dash In on Wednesday mornings. I wanted to make sure he would be okay with a group of students and adults using their dining space to talk about what it means to be leaders, both on and off the field. He willingly and graciously offered his space for us. Since that time, we have regularly met on Wednesday mornings, growing our group to around 15-20 people. His staff are so incredibly hospitable, as well. They regularly greet us with a warm welcome, prepare the dining tables for us, are always ready with free samples, quickly prepare any ordered food, and ask if there is anything else we need. Personally, I have also often been able to come in on Friday mornings to use the dining space to work from. Overall, the relationships, hospitality, and customer service that Dash In has provided is outstanding and I am extremely grateful. It makes it an even easier place for the students and me to want to come to. Thank you for everything you have done and please keep up the excellent work.”
“I recently moved to the area and thought I’d give [Dash In] a try. I loved the vibe inside with the [store]! I’ve been at this place three times now – within a week – craving those delicious burgers. [A Dash In Concierge] always greets me! I just wanted to give praise to the staff and the location! See you guys real soon… maybe tomorrow even!”
Dash In’s commitment to “experience beyond expectation” is informed by Dash In’s approach to Genuine Care. We start from within, with our commitment to Dash In team members, offering all employees, including part-time workers, robust education and development programs and certificate assistance to a company-paid GED completion program, employer-matched 401(k) contributions, assistance with healthcare expenses through LifeBalance, and life insurance benefits. Full-time employees are also eligible for 100% tuition reimbursement, paid community service days, and parental leave.
With a strong team, Dash In works to build out the guest experience program with Dash In’s food forward approach and our guest-focused environment.
Dash In’s core values serve as the foundation:
- Connected: Dash In trains and supports associates to ensure that they understand and embody Dash In’s commitment to Genuine Care. Good people make great experiences. Dash In knows that our employees feel better when they understand Dash In’s commitment to them and each other.
- Spirited: We are proactive and committed to a personal relationship with our guests – always looking for ways to improve how we make things delightful, easier, and better for our guests every day.
- Grounded: Dash In’s success in the communities we operate is supported by a giving culture that ensures that Dash In reaches beyond the walls of our stores.
Operational Excellence
At Dash In, we understand that what really brings our company culture and store experience to life is how our team members interact with our guests.
Our ability to ensure that our guest and foodvenience experience works better than the rest is our guest service strategy – or what we call Genuine Care. Dash In’s commitment to the guest experience informs a reimagination of how we think about Dash In:
D – Delivering
A – Authentic
S – Service… and
H – Hospitality
IN – the communities where Dash In operates through community engagement.
On their first day, Dash In associates are trained with a focus on the guests’ in-store experience. For example, Dash In training includes a focus on personal touches – like how to greet every guest and also how to anticipate a guest’s needs.
At Dash In, when it comes to staying ahead, we believe the most important investment is in our people. Dash In looks for what makes each and every one of our team members unique. We then work to ensure that each team member develops a range of skills that allows them to engage with guests across the store.
- Front and back of house initiatives are informed by an ongoing commitment to continuously study every guest experience.
- From the point of entry into the fuel station, to the car wash, to in-store. Dash In then examines the in-store guest experience and uses that understanding to enhance every aspect of the guest experience.
Dash In’s commitment to diversity, equity and inclusion, employee training and benefits, and community engagement directly correlates to our Great Place to Work and Fortune Best Workplace in Retail achievements. At Dash In, our secret magic lies in our people and our accountability to each other and our communities.
Lives in Motion – is how we express our commitment to caring for our diverse communities.
- With Lives in Motion, we believe every interaction is an opportunity to help people move forward toward their goals and dreams. This belief inspires our Community Engagement efforts, and our two primary areas of focus are Nourishing Children and Families and Reimagining Outdoor Spaces.
- Through multiple partnerships with food banks and other community resources, and our team member volunteerism, and significant grantmaking we are making a lasting impact in our Dash In communities. Collectively, we address food insecurity and food access and revitalize spaces so our communities can thrive.
Being a good neighbour and a caring employer go hand-in-hand.
Overall Performance
Shortly after the all-new Dash In opened in Loudoun County, Virginia, foodservice sales for this location were double those of the next-highest Dash In store.
We believe this Dash In can serve as a model for innovation and also serve as the North Star for the Dash In brand. Dash In continues to implement and expand upon the success and learnings of the Dash In Loudon County location, using that knowledge to roll out the offering across all 57 Dash In locations.
Dash In’s success aligns with the success being seen with Splash In car wash. While all of the 50-plus Splash In car washes are located at Dash In locations, last year, Splash In debuted its first standalone tunnel car wash in La Plata, Maryland. The 95-foot tunnel is designed to handle more cars in less time and is also built to minimize water waste.
For Dash In and Splash In, this represents a milestone moment with Splash In planning to expand its standalone tunnel car wash offering across the Mid-Atlantic region. Dash In’s commitment to a food-forward, guest-centered approach, combined with an expanded car wash offering will create a competitive advantage for both Dash In and Splash In because it brings the experience of food, convenience, gas and car care together, offering a competitive advantage.
Additional Sources:
‘The Best Foodvenience Store in the World’ 2024