Targeting every worker with quick comms

Wawa determined that the solution to better communication throughout the organization could be found in the pockets of employees—their mobile devices. Today, people use smartphones as remote controls for their daily lives as they access interesting and useful information. Wawa wanted to replicate that experience on the job.

The Firstup platform was the solution.

Working with Firstup, Wawa created a branded platform called “The Honker,” which reflects the company’s goose theme and gives Wawa the ability to effectively engage a widely dispersed workforce that includes those hourly shift workers. The company delivers information to employees such as new sales programs and essential safety announcements. It uses surveys to get the pulse of employees on various topics. The CEO regularly records short, breezy videos to connect with employees. Also, the two-way communication provided by The Honker allows store employees to notify the corporate home office of any issues—allowing Wawa to solve problems quickly.

The platform instantly was a big hit. Within the first month, one-third of the workforce (more than 10,000 workers) registered for the platform, and after about 10 months, 15,000 employees were enrolled. Employees are more productive and work more efficiently. But just as crucial for Wawa, frontline workers feel like they’re part of a broader community beyond their individual stores.