Wawa Finds Richards Most Convenient

The Richards Group doesn’t have any grand plans for its New York operation, a service office set up two years ago solely for the Hyundai dealers business. But the four-person outpost came in handy during the pitch for Wawa convenience stores’ $10 million account, which last week was awarded to the Dallas independent.

The 540 Wawa Food Markets are spread mostly through the mid-Atlantic states, and the client said it wanted a shop in the Northeast when it began its review in October.

Richards, which has strong category experience that includes project work for 7-Eleven from 1997-2001, met with the client at the shop’s New York office in an early round, with an account executive there offered as a potential team member.