Rachel Krupa:
Thank you so much for having me. It’s been such a fun journey because you never know what’s gonna happen next in the world and through everything else.

Britt Brewer:
Variety is the spice of life, Rachel, we’re just gonna go with that, right? .

Chris Blasinsky:
That’s a really good word though to tee up Rachel’s stores for sure because there’s a lot of variety when you walk into a very small footprint, which is The Goods Mart. But before we dive into your stores, I wanted to give the audience a chance to get to know you as we have. So, what is it about convenience stores that you absolutely love and what made you want to open your own store?

Rachel Krupa:
I think it all fell for the love of a gas station called Sunoco in this small town that I’m from in Pinconning, Michigan, the Sonoco in our area. As you go into the Midwest, more rural areas, and in the city I guess, they’re lifelines of your community—it’s where you get your milk, eggs, your cheese, your essentials. And I remember growing up with the fondest memories of the person behind the register with a smile. And you could always chit-chat with them or you might run into someone you had a crush on, or you would always be able to convince your dad like, ‘Dad, I really need this candy. Mom won’t let me have it, but can I have it?’ And he would always say yes and you just put it in the car. So that’s where the love came, and then it just grew more once I learned more about the food industry and looking at how can you take a modern twist on a convenience store how we have with The Goods Mart, and making everything better for you because of the past history that I’ve had in the food industry for 20 years of helping better for you brands grow.

Britt Brewer:
So kind of along those same lines as what Chris was talking about being bicoastal and bringing your store to New York, New York is traditionally a bodega place, that is a bodega heavy city. What’s the difference and how have you found your niche being more of a convenience store versus bodega? Is there a difference, maybe it’s all the same thing. What’s your take on that?

Rachel Krupa:
Yeah, I think bodega is our lifeline of New York and bodega culture is bodega culture and I don’t think I could ever be—I always emulate to have that, but bodega culture I think is the backbone of the city. And I think that a newer concept coming in is more of a convenience store in the sense. That’s just what I looked at. Plus it’s growing up in the Midwest and growing into the cities of New York and LA, convenience stores just felt right for what we were building in regard to the type of snacks and the type of offering that we wanted to have for our customers. It just felt more, I don’t know, it just felt right. I think it’s amazing.

Chris Blasinsky:
Absolutely. And one of the fun things that you’ve done over the past few years is the snack boxes. I know we touched on that in the Ideas 2 Go video, but I think you were at the tip of the iceberg and the way that it’s grown since then pretty amazing.

Rachel Krupa:
Yeah. That’s the fun thing—you look back and you think about it when we first started chatting, Chris, it was just the first one in 2018, 2019, and then the pandemic hit. The Goods Mart always has been better-for-you— everything in the store is non-GMO, no artificial flavors, and we try to elevate emerging brands. So brands that you really can’t find at any other retailer, because we’re small enough and nimble enough to put them on our shelves and rotate them quickly. But during the pandemic, our customers were not able to meet and come to our store because we’re in a more commercial area where people worked around us versus living. And since people were not coming into the city where we were at, they started reaching out of being like, ‘Hey, can you send us out BjornQorn?

Rachel Krupa:
Can you send us this?’ And then the other side was just like, ‘Hey, we wanna support you because you’re a small business. I want $50 of snacks or a $100 dollars of snacks. Can you just send snacks?’ And I’m like, yeah, let’s do this. And then it was a need to fill a void for two people, our customers wanting to help us but then us wanting to help our customers. The cherry on top is still trying to help the emerging brands that filled our store by buying them. Because most people in the height of the pandemic were looking for essentials. It was the toilet paper. It was all the things that you needed. It wasn’t the special chocolate. It wasn’t the new bar that someone was grabbing for or a new type of potato chip or cracker, but those are the items that made people feel good. And so it was layering that on top of the essentials. It was okay, let’s do our best to do our part of adding surprise and delight and something good to someone’s home because that was what you could talk about. Whether by yourself, with a Zoom call, with family at home, because you weren’t seeing anyone. But you could have that same experience with food because food is where you feel emotion, food is sadness, celebratory, new baby, new life, new everything—that’s food.

Britt Brewer:
I love that. I like the word essential. It’s been everywhere. We hear it, we feel it, we taste it. It has become part of the fabric of our lives being in this industry. As you have built upon these boxes, what are you finding? Are those comfort foods? Is it the chocolate or is it more salty? Are we going healthy? Where are people’s hearts right now? Especially post-holiday looking to maybe we’ve got New Year’s resolutions, maybe we don’t. What are you finding is really popular right now?

Rachel Krupa:
We can say everything in our store is better for you because it’s that line of better ingredients, per se. But also at the same time our snack boxes right now just shifted a little bit. We have emerging or rising stars. So that’s all the newest products that are hitting our shelves. People want to just dabble and try things. It’s experiential, it’s discovery, so people are loving that. There’s a brand that we just started carrying called French Squirrel and it’s sunflower butter enrobed in chocolate with no refined sugar. So it’s a take on a peanut butter cup, but it’s good for you and nutritious and has protein and fiber.

Britt Brewer:
Can you get one of those boxes sent here? We just start distributing those widely. That sounds great.

Rachel Krupa:
Please send me your address. So that’s been doing well and then there’s ZaZa pita chips that have za’atar on them. People are wanting an experience and we also carry a lot of new products that are ingredients that come from other cultures. There is black gram, which is a root vegetable from India. There are a lot of products now coming from cactus, so people love Tia Lupita chips that are take on a Dorito, or Nemi that are cactus chips strips. And then we also have our Founded Snack Box, which are female and BIPOC founded makers because we also wanna elevate brands that—we love the founders and the founders are doing it for a reason that they wanted to either add their culture, they wanted to add more income to their communities, or there was a need that they were filling by creating new products more than knowing it was a category that was right for disruption. And so we want elevate those founders too. And a lot of people want to support founders that are coming from—it’s like the belly type of business. You’re like I’m building it be because I want to build it to do good, and we also want to help those brands grow.

Britt Brewer:
I love that.

Chris Blasinsky:
There were some brands that I saw at the NACS Show this past year, which for those who are listening and you aren’t familiar, the NACS Show is like Disneyland for the convenience store industry with a massive expo. And there’s a new exhibitor area. And I did see some brands that I saw in your stores first. You’ve been able to find these really awesome hidden gems that are coming up and have the support of you as a retailer. I mean, that’s where it’s at, right? You want to get your brand in front of people. And I think there’s probably somewhere I could say we saw it here first at The Goods Mart.

Britt Brewer:
I am curious, Rachel, do they come to you? Do you find these people, Is it organic or do you go to trade shows like the NACS Show to find new products? How do you discover these hidden gems?

Rachel Krupa:
All of the above? Yeah. um, that’s such a fun part. Yes. At NACS—and it is Disneyland and I can’t wait for the next one—but also it’s going online, it’s looking at things, it’s Google and spending way too many hours up at night. It’s traveling, it’s going to local coffee shops. It’s doing the research because people come to us. But it’s also, again, it goes back to you have to do the work too if you want to have the level of curation that we want to have. And for us, it’s not just looking at one distributor and being like, these are the products that we want. It’s more of, these are the products we want and how do we get them in our store. Which my operations team is probably not always the happiest with me, but we make it work. And it’s also incredible to have the products on our shelves as one of the first retailers. And that’s what we’re looking to do is just ask the question of how can we actually be a true partner with the brands that fill our store versus just a retailer that sells their brand. And how do we help uplift that so that you have more of the emerging brands as name-stay products that are everywhere as we continue to grow because you wanna support them.

Chris Blasinsky:
So speaking of growing, you’ve grown a little bit the past holiday season, all of a sudden I saw your social feed and it was like, wham! Got a new store! What happened there?

Rachel Krupa:
Yeah, things just happen fast and you gotta put your arms up for the ride. We opened up at 30 Rockefeller Center during their super bowl time. We opened up on November 30 and on December 2 the tree went up. You don’t realize how busy the city was until you’re in Rockefeller Center and just the sheer volume of people. It’s been fun and exciting and it’s a different type of customer who we have now because it is a mix of people working above. The building is not full yet, but I have full belief that by March/April—fingers crossed—that things are gonna just be zooming because above us is NBC Studios. You have a lot of different larger companies, but you also have tourists and you have, I think over two or 3,000 retail workers, from the J. Crew and the Anthropologie to the Madewells of the worlds around us. But then the tourists and being able to put the products that we have in our store in front of everyone else coming to New York for this moment

Rachel Krupa:
and this is another moment that they’re taking away. It’s so fun. Plus it’s an iconic building. You look up and you’re like, New York, you’re pretty and then learning about that land. That was one of the first botanical gardens I think either in New York or in the U.S., and it’s bringing life back of the type of products that you’re carrying, it’s going back into the botanical gardens—that’s what it was before the Rockefellers came and like took over and purchased that big chunk of beautiful real estate.

Britt Brewer:
That’s a really cool story. And I’m wondering, what does that feel like? Is it wow, we’ve made it or is it like, you’re so full of passion and heart? Are you a little scared? Like, what have I done? Is it every emotion under the sun or is it really like, yes, absolutely—we’ve done this. I’m just curious what that feels like just standing in that store at 30 Rock during Christmas being like, I’ve got this carousel, this roundabout of people coming through my store buying all my stuff. How does that feel?

Rachel Krupa:
Emotional. I cry. I don’t know if it was the stress or if it was happiness or all of it lumped up. It was a great feeling, but it’s also a feeling of being able to look at it. I look at things like it’s not fully there yet until we have everyone in the building. And so it’s like fine tuning everything so that you understand that flow really well. Because there’s also a lot of challenges when you have the tree up with security and blockades and everything else, but it’s also beautiful and amazing. The moment that got my emotion and my heartstrings pulled was when they took the old convenience or newsstand—we took over a newsstand space—they took off the old markings. They literally had to like etch it off because it was there for so long, but it closed during the pandemic and it was closed for two years.

Rachel Krupa:
And then they put our branding up on this iconic TV where they’re showing the news, but it’s our brand and it’s in kind of the Rockefeller type font. It was that moment of, oh gosh our name’s on the wall—oh my gosh, this is real! But then it was that challenge too, you know? It was hard. I think I have to sit back and be like, we opened it because it’s been a rat race since because it’s been go go go. As with everyone in the industry, it’s hard with labor right now and it was really hard to find team members during the holidays to work, especially during that area within 30 Rock of just the busyness of that.

Rachel Krupa:
But on top of that you had the spike of Omicron. It was just all of that hitting like boom-boom-boom. So then you find yourself as an operator, you just roll your sleeves up. And you’re there from 7:00 am to 7:00 pm and you’re trying to get that energy going. So it’s fun but I think we have to still take a step back and be like, ‘we did it!’ but maybe that’s going to come in March.

Britt Brewer:
Did we say that two years ago?

Rachel Krupa:
Yes!

Chris Blasinsky:
Still in it! I think one of the things—and I called you this before in a previous podcast—I called you an idea factory and I stand by that because I do believe that you are constantly you’re full of ideas and finding them and learning. Over the years you’ve gotten a chance to get to know some of the other retailers in this industry, like Lonnie McQuirter and Don Rhoads and whomever else you got the pleasure of hanging out with at the NACS Show. You spoke on stage with those two gentlemen, but I’m just curious—looking around, what ideas are you seeing that you want to incorporate in your stores?

Rachel Krupa:
Right now, how do you incorporate more technology but also at the same time keep people first. I’m a believer in people in your store, especially for us because we have such a high touch point of discovery and our spots are so small that you want to have someone talking about it. You want to talk about pace, about how it makes you feel and you can’t always get that on a screen or through text. So it’s continuously looking at the innovations of technology within a store. Not only from the front side, but also the back side. And then also having great conversations with Lonnie and Don and everyone else. I’m very happy that I was just on the [NACS] Legislative Committee.

Rachel Krupa:
Our first meeting was incredible just to listen to what’s happening, not within everyone’s own bubble. What’s happening with labor and then talking more about the SNAP program and hopefully getting hot food onto that. So those are exciting because it’s how can we all use our voice to do more in improving the system and improving the entire convenience store community. And that just feels like a great honor and I’m excited to continue to learn and soak in what’s been happening because there’s been so much good happening. And then how do we deploy that more within New York, or how can I use my skillset from the communication side that I’ve had to help amplify more. I’m excited about everything and I feel like I’m meeting more people and I just gotta dive in more and more and more. And I feel like there’s more to happen—that’s also a curse and a blessing— more, more, more.

Chris Blasinsky:
It’s an exciting industry and very fast paced. Everyone’s innovating and learning and you were on stage with Mike Fogarty of Choice Markets. So I imagine—at the National Retail Federation’s show in New York City—that you heard from him how tech enabled how his stores are becoming and how he’s really an innovator for sure in that space.

Rachel Krupa:
He really is. And it was such a great panel. There’s so much history within the convenience store world, and there’s so much innovation that continues. But the history that goes back into it and the impact that the convenience store world has on people, I think that overall, not those within the convenience store world, knows the impact that convenience stores actually have on the overall community of people we have that fill our country and our globe and our mother earth. The fact that the number of stores, the volume, the turns of people coming in and the introductory, because most people when you talk to them, they’re like, oh can you think about the convenience store,

Rachel Krupa:
think about the corner stores or think about the the bodega. There’s always a moment that I was like, I had this one store in my community growing up and it made this impact. Or I have this guy who I see every day, or I have this woman who walks in every day or we meet here and we have coffee or they have this bagel sandwich that I love. It’s the fabric of our country. And I think that that’s just so beautiful and it’s crazy to be a part of it sometimes too.

Britt Brewer:
It’s really fun to watch you light up when you talk about this passion is so evidently part of your mission and it’s really cool to be on the receiving end of that. I’ve just got chills, love feeling that from you, Rachel.

Rachel Krupa:
I love it from feeling from you guys too.

Britt Brewer:
We’re kind of passionate about the industry too. I’d have to say.

Chris Blasinsky:
I wanted to touch on one thing because this is something that—as people get to know you in this industry and we talk more—you have your own consulting firm and you kind of touched on it a little bit, you said your communications background. As a smaller operator, that piece and communications and the marketing piece are something that smaller operators tend to struggle with a little bit in terms of thinking that they have to have massive budgets and teams of 10 running everything like the big guys do. They don’t always have to do that. I think there’s a lot of stuff they can do on their own with a smaller, more nimble team. Do you have any words of wisdom for anyone who’s listening, knowing that you’ve been in that space for quite some time?

Rachel Krupa:
It’s been 20 years crazy that I’ve had my own PR agency. It’s knowing your community. Most areas that you have from an impact perspective—say you are in New York—I just want to hit the local market initially. So you have your New York Posts, you have your daily news, you have the local newspapers; there’s someone who either writes business or food. Find those writers. You can easily find their email or you can find them on Twitter. You can find them on LinkedIn and just send a note to them. Talk about what your business is, what you’re trying to do. You can start small. It’s making an impact with a writer one by one, inviting them to come in, talk with them and share your story.

Rachel Krupa:
It’s about connections through everything. It’s the connection similar that you have with your customers, similar that you have with your vendors, with your distributors—press is also the same. Once they’re part of your community, they can help amplify your voice and you don’t need a big team. You can do things in a way that is scrappy and more grassroots, and the people who you make an impact with initially, they’re going to be with you throughout your entire journey. So it’s just saying hi, and shooting them a note and being like, ‘hey, I’ve never done this before, but here’s more about my business. We’d love to invite you to come by. And I would love to tell you more.’ Sometimes it takes as easy as that. And if it’s an impactful message to them and how you’re impacting your community. Talk about an event that you’re doing, a community initiative that you’re doing. They’re probably going to want to write about it. Don’t think that you need to have a big team or agency to make a mark for yourself within your own community, because you don’t. It’s talking about the folks who are hitting it on the ground, that you also want to be your customers at the end of the day, because they’re going to want to write about you because they want to celebrate you.

Chris Blasinsky:
Right. And nobody can tell your story better than you, right? So yes. I think Britt might have something to try out.

Britt Brewer:
I do! All right, Rachel, it’s time to play NACS trivia. That music is just cracking me up. I can’t get enough of it. Okay. Rachel, before we let you go, we have just a very quick question. Are you ready?

Rachel Krupa:
I’m scared.

Britt Brewer:
Come on down, Rachel. Don’t be scared. Don’t be scared. Here we go: NACS President and CEO Henry Armour interviewed which rapper at the NACS Show? a. 50 cent—Fiddy Cent, actually, pardon of me—b. Lil Jon, c. Snoop Dogg, or d. Flo RIda? .

Rachel Krupa:
Shoot. I would say Flo Rida that I might be probably right on.

Britt Brewer:
Good guess. Good guess.

Rachel Krupa:
Snoop?

Britt Brewer:
I’m sorry. Do you wanna try one more time?

Rachel Krupa:
No…

Britt Brewer:
Henry Armour interviewed Curtis Jackson or 50 Cent at the 2011 NACS Show. However, all four performers have appeared at the NACS Show. Aren’t we lucky and I think, I think Henry was the lucky one here.

Rachel Krupa:
By the way, I was thinking this past year, you didn’t give me the date.

Britt Brewer:
Oh, I’m so sorry. You know what? We’re still working this whole like NACS trivia thing out. That’s a really good point, Rachel. How about this? We’re gonna give you it to you anyway. You win. You win this one.

Rachel Krupa:
Yay!

Britt Brewer:
Yay! Thanks for playing.

Chris Blasinsky:
I don’t know what you win, but you won!

Rachel Krupa:
I wanna interview all of them. Wouldn’t that be fun?

Chris Blasinsky:
It was even better watching our CEO do it.

Britt Brewer:
We’ve got pictures! Henry and Fiddy just having it out.

Chris Blasinsky:
I have pictures somewhere.

Rachel Krupa:
Please share those with me.

Britt Brewer:
We will, Rachel, thank you so much!

Chris Blasinsky:
Yeah, absolutely. It’s been a pleasure talking to you and we know we’re going to be speaking again. So we look forward to seeing what you’re you’re doing in the future.

Rachel Krupa:
Thank you so much for having me on. It’s always a highlight of my day. Um, so any time you need anything, please let me know.

Chris Blasinsky:
We will, Rachel, thank you. And everyone who was listening, thanks for listening, obviously, and you can find us at conveniencematters.com and you can also subscribe and download our podcast wherever you enjoy listening to podcasts. So thank you, all.

Outro:
Convenience matters is brought to you by NACS and produced in partnership with Human Factor. For more information, visit convenience.org.

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