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Circle K Recognized with Prestigious NACS Award

In a noteworthy recognition of its commitment to innovation, Circle K Europe has been awarded the 2025 NACS Convenience Retail Technology Award by the National Association of Convenience Stores (NACS). This esteemed accolade highlights Circle K's groundbreaking AI-driven digital people platform, which has had a transformative impact on recruitment, onboarding, and training across 12 countries.

A Game-Changer in Employee Management

As the convenience store industry grapples with labor shortages, Circle K has addressed these challenges by completely reimagining the employee experience. The company has developed a mobile-first application that replaces traditional resumes with a combination of situational judgment tests and personal assessments. This system leverages predictive analytics to rank candidates immediately, thus saving store managers over two hours for each new hire.

Innovative Onboarding Experience

Once hired, new employees participate in a gamified onboarding experience that integrates digital learning modules with hands-on tasks, all tailored using AI-generated feedback. The platform ensures that new team members are not only educated but also engaged, leading to higher levels of readiness once they begin their roles. To further enhance ongoing training, Circle K offers additional gamified challenges like “Customer Star” and “Beat the Boss”. These interactive games focus on developing customer-centric skills in a fun and engaging manner, ensuring that employees remain motivated and focused on providing exceptional service.

Leadership Focus on Team Development

Jens Rye, Director of People Development at Circle K Europe, expressed pride in the company’s commitment to both its team members and customers. He stated, "At Circle K, our commitment to our team members and customers drives everything we do. We are delighted to see that our investment in technology and AI is helping make a positive impact on teams across our markets. By enabling store managers to focus on leadership and providing our people with tailored learning opportunities, our team members can focus on delivering the best customer service each and every day."

Significant Impact and Industry Recognition

Circle K’s investment in innovative technology is demonstrating significant outcomes, not just in operational efficiency but also in enhancing customer service experiences. The NACS Convenience Retail Technology Award Europe reflects the company's dedication to making long-term, transformative investments in technology. The winners were announced at the recent NACS Convenience Summit Europe held in Copenhagen, marking a critical moment in recognizing the efforts of businesses within this competitive industry.

With close to 17,000 stores operating in 29 countries and territories, Circle K has firmly established its position as a leader in the convenience and mobility sector. The award further solidifies the brand's commitment to leveraging technology to create more engaged and capable teams, ensuring they meet the ever-evolving demands of customers in today’s market.

About Circle K and Alimentation Couche-Tard Inc.

Circle K is a well-known name in the industry, belonging to Couche-Tard, a global leader in convenience and mobility. With approximately 13,000 of its outlets offering road transportation fuel, Circle K ranks among the largest independent convenience store operators in the U.S. Its presence spans notable regions including Canada, Scandinavia, the Baltics, Belgium, and Ireland, along with significant operations in Luxembourg, Germany, the Netherlands, Poland, and even Hong Kong. With a workforce of about 149,000 employees, Circle K’s continued growth and innovation are set to play a pivotal role in shaping the convenience retail landscape for years to come.