When Customer Service Becomes a Calling: How Wawa Redefined Lunch

Some stories deserve more than a thank-you note. They deserve to be shared - because they remind us of what’s possible when people care deeply, act boldly, and treat customer service as a relationship, not a transaction.

Last summer, our school was searching for a hot lunch vendor. A seemingly simple need quickly turned into a daunting task. Company after company said no. We were too small. Too complex. Not worth the operational lift. It would’ve been easy to give up - or settle.

But I don’t believe in settling. I believe in experiences - purposeful ones that make people feel seen, heard, and valued. And I kept coming back to one idea: Wawa.

There’s a Wawa three blocks from our school. Known for convenience and great food, sure - but also known for heart. I was introduced to Christopher in the catering department through a high school friend. And from our very first conversation, I could tell: this wasn’t just a vendor. This was a partner.

Wawa didn’t have a school lunch program. But Christopher didn’t see that as a stop sign - he saw it as an invitation.

He worked across departments and with his leadership team to make a pilot program happen. He asked the right questions. Crafted thoughtful menus with kids in mind. Brought in themed days and fun surprises. Most importantly? He stayed personally involved. He didn’t pass the project down or let it lose momentum. He showed up, again and again, with ideas, solutions, and genuine care.

And then, in October, our school suffered a devastating fire.

I was out of town when it happened. My phone rang. It was Christopher. He wasn’t calling about lunch. He was calling to ask how we were. He wanted to check on the school, the students, and me. That’s not customer service. That’s commitment. That’s relationship. That’s the kind of care that can't be taught - it has to be lived.

After the fire, Wawa didn’t pause. They adapted. They adjusted delivery across two temporary campuses. They added beverages. They listened to parents and students. And during Catholic Schools Week, they facilitated and sponsored donuts for the kids and coffee for the faculty - simply to bring joy.

Christopher texts regularly. He checks in. He listens. He leads with heart.

This is what it means to create an experience. It’s not about big budgets or grand gestures. It’s about consistently showing up with intention. It’s about solving problems that others walk away from. It’s about making people feel like VIPs - not just once, but every time.

If you want to grow loyalty - whether in business, education, or life - you don’t need to out-brand your competitors. You need to out-care them.

Christopher and the Wawa team did that. They turned lunch delivery into a story worth telling. And they reminded me (and our entire community) what’s possible when service becomes a mission, not a job.

Want more stories like this - and actionable ways to shift from branding to unforgettable experiences?

Check out my book No One Needs Another Company Mug: Stop Branding. Start Experiencing.

Available now on Amazon: 

https://a.co/d/ajjcC6S