SAASOA
Delivering Buying Power to C-Stores

By Sharon Shuford
One of the more interesting stats about SAASOA, one of GACS’ newest members, is this:  the organization was founded in 2012 by three individuals who owned, collectively 25 C-Stores.  Fast forward 13 years to today, SAASOA now represents 6000 stores in 15 states, an amazing measure of growth in a short span of time.
 
That’s because SAASOA’s on a mission:  to generate success for convenience stores by creating value.  A 501c-3 non profit, SAASOA is not a typical “buying group” in business to make a profit. They exist to get better deals from suppliers and provide resources to their members that the members would not otherwise have access to because of their size. 
 
Membership in SAASOA means a single store gets the same benefits as multi-store chains:  access to national programs.  It’s a simple concept with far reaching impact.
 
We spoke with Steve Harrelson, Executive Director of SAASOA, and Ramesh Patel, President of SAASOA, to learn more about their goals and aspirations for SAASOA and the convenience. Industry.
What does partnership with GACS add to the equation?
SAASOA is a member of GACS, or a comparable association, in every state where they have members doing business,  because they want to have a voice;  in their view, with more members participating, the louder the voice becomes with anything that impacts the convenience industry.  As Steve Harrelson explained, “We want to make sure if we represent a position, that a majority of our members agree, whether it’s a bill in the house, a legislative position, or any issue that impacts our industry.  GACS knows our position and we are mostly aligned.”
 
They see it as a long term win-win, and are focused on getting more members of SAASOA involved and participating in GACS to grow the partnership.  In their view, this will serve to increase synergy and value.
Member engagement drives success.
We talked a lot about member involvement and how important that is to creating value.  Harrelson said SAASOA spent a lot of time in 2024 doing a traveling road show – a series of town hall meetings, to which they invited current and potential members.  Their goal was to answer, at the end of an hour and a half or so, the question “What’s in it for me?   How can we make a difference in our communities using our platform?”
 
Making a difference varies by community.  SAASOA has different leaders in each of its major markets; what’s important in Lexington, KY is not the same as in Valdosta or Savannah.  The organization and its members support what’s important to their communities.
Independent operators versus big chains
“I personally feel my mission, as Executive Director, is to help our members learn how to function and execute like a chain, even though we’re independent owners and operators,” says Harrelson.  Independent stores represent roughly two thirds of the C-Stores in the US, but two thirds of the revenue is generated by chains.  SAASOA’s 6000 stores are owned by roughly 3000 operators, making this truly an organization of smaller independents.
 
Patel adds, “If we’re going to compete with chains, we have to execute and function like a chain.”
 
So the question for SAASOA becomes, how can they best get their members to function like a chain?  This is where the relationship with GACS will contribute to meeting those challenges:  with the resources, with a unified voice, with legislative connections and expertise, with the educational component, partnership with GACS will help SAASOA educate its members.  SAASOA looks forward particularly to engaging its members in Lunch & Learn programs and other GACS education opportunities.
 
Where SAASOA thrives is by bringing in independents and creating value for them.  GACS can help focus on that market, answering critical questions:   what’s the latest news; how is the industry being impacted?  GACS brings this knowledge to the business owners.
 
What’s the brightest light for convenience?
When asked about the future of convenience – what’s the brightest light – Harrelson didn’t hesitate:  “Community.  Being an integral part of our communities.” He told a story about a rural store, as an example.  A customer walked in, and the customer and operator knew each other by first name.  The customer handed the operator $20, saying “My sister will be in later.  She needs diapers and baby food.”  Harrelson continues by saying, this would not have been possible between a customer and a clerk in a large C-Store chain.
 
Chains have problems getting clerks to handle mundane tasks like stocking shelves, and to think beyond their paychecks.  For an independent, the store is their livelihood; stocking shelves is just part of it. Therefore, Harrelson says, “Everything in the store has to add or create value.”
 
The final example he gave was how another independent operator handled Thanksgiving.  What started as a program for underprivileged kids grew and expanded, and turned into a Thanksgiving lunch for over 700 people including first responders, EMTs, and more. Again, Harrelson says, that would not have been likely in a mega-chain store.
 
And that is how in a short 13 years, SAASOA grew across the Southeast and into the Midwest.  GACS is excited about its partnership with SAASOA.  Let’s all give a big warm welcome to the SAASOA guests who join GACS at the annual convention in Amelia Island.
Georgia Association of Convenience Stores.  All Rights Reserved.
168 North Johnston Street, Suite 209  |  Dallas, Georgia 30132
Phone: (770) 736-9723 | [email protected] | sitemap