Theilig Discusses Career, Chestnut Market & Leadership

Chestnut’s general manager shares his perspective on professional growth, Chestnut’s evolution and innovation ahead of CStore Momentum.

In today’s rapidly changing c-store environment, effective leadership requires far more than simply outlining expectations for team members. Veteran c-store retailer Rick Theilig, general manager at Chestnut Market, emphasized that leading by example by consistently demonstrating the behaviors and standards you want to see is key in building a successful team.

Chestnut Market is this year’s host chain for the CStore Momentum conference, which takes place Aug. 19-21 at the Westchester Marriot in Tarrytown, N.Y. CStore Momentum is an event specifically for convenience retail professionals in their 20s, 30s and early 40s. The event combines leadership development, peer-to-peer networking and industry education, giving attendees practical strategies they can apply within their organizations while building relationships with fellow emerging leaders from across the country.

Theilig is set to take the stage at CStore Momentum, alongside Chestnut’s Director of Retail Operations Faheem Jamal, for the educational session, “Behind the Curtain with Chestnut Market,” where they will share a preview of the company’s direction moving forward and discuss the chain’s operational initiatives, including its Retail Is Detail program. CStore Decisions caught up with Theilig to learn more about his experience, his take on what makes Chestnut Market unique and what attendees can expect to learn from his session at CStore Momentum.

CStore Decisions (CSD): When did you first join Chestnut Market? What first brought you to the chain and how has your role evolved since?

Rick Theilig (RT): I joined Chestnut Market 20 years ago when I saw an opportunity to help grow the company’s distributor business. At the time, I was a department of one, managing every aspect of the operation myself. As the business expanded over the years, so did the team. Today, I lead a department of many, and my role has evolved from being primarily hands-on to focusing on leadership, delegation and supporting my team. It’s been incredibly rewarding to be part of that growth and to see how far both the business and our department have come.

CSD: What’s something about running convenience stores that you didn’t fully appreciate until you were in the role of general manager?

RT: One thing I’ve come to appreciate is just how complex and dynamic the convenience store and petroleum marketing industry really is. Most people don’t realize everything that goes into operating a successful store. While becoming a general manager certainly deepened my understanding, I first recognized the unique nature of this industry back in 1982 when I got my start.

No two stores are exactly alike. Every location serves a different community, with its own customer base, demographics, culture and team dynamics. That means there isn’t a one-size- fits-all approach to managing a store. It’s an environment that requires adaptability, problem solving and strong relationships. It’s a challenging industry, and it’s not for everyone, but that’s also what makes it so rewarding.

CSD: Convenience retail is changing fast. What innovations are you most excited about right now?

RT: The innovation I’m most excited about is artificial intelligence (AI). I believe we’re only at the tip of the iceberg when it comes to AI and its potential. As the technology continues to evolve, I think it’s going to fundamentally change the way we work and solve problems across our industry.

We’re already seeing the benefits through tools like Microsoft Copilot, which can quickly analyze documents, summarize information, and improve efficiency. Looking ahead, I’m excited about the possibilities for AI driven voice recognition in stores, smarter pricing strategies, and tools that help retailers make better decisions about fuel pricing, inventory and operations. These technologies have the potential to reinvent many of the processes we’ve relied on for years.

At the same time, I don’t believe AI should replace human judgment. It’s a powerful tool, but it shouldn’t be trusted blindly. The real opportunity lies in finding the right balance between technology and the experience, intuition, and relationships that people bring. As exciting as AI is today, I’m just as curious about where it will take our industry over the next 50 years — and what innovations will come after it.

CSD: How would you describe Chestnut Market to someone who’s never been inside one before?

RT: I’d describe Chestnut Market as clean, friendly, welcoming, and well stocked. From the moment you walk through the door, we want you to feel comfortable and appreciated. Whether you’re stopping in for a quick coffee, filling up your tank, or grabbing a meal on the go, our goal is to provide a great experience every time. We take pride in offering a clean environment, a wide selection of quality products, and a team that’s always ready to greet customers with a smile and provide excellent service.

CSD: What do you think makes Chestnut Market different from a typical convenience store?

RT: What sets Chestnut Market apart is the welcoming atmosphere and the people. While many convenience stores offer similar products, it’s the experience our team creates that makes the difference. Our employees are genuinely friendly, approachable, and committed to providing great customer service. We strive to make every customer feel valued, whether they’re a first-time visitor or a regular who stops in every day. That focus on hospitality and building relationships is what truly makes Chestnut Market stand out.

CSD: What’s something Chestnut Market does really well that most people might not know about?

RT: One of Chestnut Market’s greatest strengths is our ability to adapt quickly. Because we’re a smaller organization with a close-knit leadership team, we’re able to make decisions and implement changes much faster than many larger companies. There isn’t a lot of bureaucracy slowing us down, which allows us to respond to challenges and opportunities in real time.

I’ve seen this firsthand during major events like severe storms and the COVID-19 pandemic, when our teams came together, made quick decisions, and adjusted our operations to continue serving our customers and communities. That flexibility and willingness to act is something that truly sets Chestnut Market apart and is one of the reasons we’ve been successful.

CSD: You’re going to talk about Chestnut’s operations, Retail Is Detail program, and future direction at CStore Momentum. What’s one thing attendees can expect to learn?

RT: One of the biggest takeaways I hope attendees leave with is the importance of leading by example. Strong leadership is not just about setting expectations. It is about demonstrating them every day. Whether it is supporting your team, paying attention to the smallest details, or maintaining high standards, your actions set the tone for the entire organization.

I will also share how Chestnut Market’s Retail Is Detail philosophy reinforces that mindset. Success in convenience retail comes from consistently focusing on the little things that shape the customer experience. When leaders are engaged, visible, and committed to excellence, it inspires their teams to do the same. That creates a stronger operation, a more motivated team, and a better experience for every customer.