Sheetz, the beloved Mid-Atlantic convenience-store giant, has quietly ended its decades-old “smile policy.” The rule once barred job applicants who had obvious missing, broken, or badly discolored teeth (unless caused by a disability). The decision arrived after one employee’s painful story went public, reminding everyone that corporate rules can hurt real people.
Key Moments That Led to Change:
- Rose Counts, a new hire in Ohio, was told she “should have never been hired” because of her teeth.
- Counts had been open about past domestic violence that damaged her smile; managers initially said “no problem.”
- After media coverage, Sheetz offered to rehire her and pay for dental work; she declined, already moving on.
- Within days, the company announced the policy’s immediate end, citing employee feedback.
- Executive VP Stephanie Doliveira declared the rule “not aligned” with Sheetz’s values of respect and inclusivity.
This change is more than a handbook edit; it shows a company listening to its workers and customers. For years, Sheetz built its brand on warm smiles and hot food, but the policy clashed with the very hospitality it claimed to protect.
1. The Human Cost Behind a Corporate Rule
Rose Counts started her Sheetz shift in Circleville, Ohio, full of hope for a fresh beginning. Within days, a manager pulled her aside and pointed to the employee handbook. The “smile policy” was spelled out in black and white: no visible dental flaws allowed. Counts felt her stomach drop; the teeth in question were the result of an abusive relationship twenty years earlier.
Why One Story Mattered So Much:
- Counts’ openness about domestic violence gave her case emotional weight few policies anticipate.
- Local Pittsburgh-area customers called the rule “judgmental,” comparing it to bias over hair or skin color.
- Social media amplified her voice, turning a single resignation into a public-relations flashpoint.
- Former employees shared similar experiences, proving Counts was not an outlier.
- The rapid timeline from January complaint to policy death shows how fast stories travel today.
She had told the hiring team everything upfront. They smiled, said the company cared about employee health, and welcomed her aboard. Yet the policy overruled that kindness, leaving Counts to fill out HR forms while fighting tears. A week later, she quit, feeling “defeated” and “uncomfortable in my own skin.”
2. Sheetz’s Official Response and Core Values
Stephanie Doliveira, Sheetz’s executive vice president of people and culture, released a short but powerful statement. She admitted the smile policy no longer matched the company’s promise to put employees first. Effective immediately, the rule was gone. The announcement felt personal, almost conversational, a rare tone for corporate speak.
Promises Sheetz Made Publicly:
- Every policy will be measured against respect, fairness, and employee well-being.
- Dental appearance will never again be a hiring or retention barrier.
- Feedback channels will stay open so workers feel safe raising concerns.
- Training for managers will emphasize empathy over rigid checklists.
- The company will track how inclusive its culture truly feels, year over year.
Doliveira stressed that recent employee surveys had flagged the issue. Leadership agreed the policy undermined respect. Sheetz now vows to craft future rules that “celebrate diverse experiences and unique perspectives,” signaling a broader cultural shift inside the family-owned chain.
3. A Company Built on Food, Fuel, and Family
Sheetz began in 1952 as a single dairy store in Altoona, Pennsylvania. Today it runs more than 670 locations across six states and employs over 21,000 people. What started with milk and ice cream now offers made-to-order meals, premium coffee, and 24-hour fuel stops. The family behind the name still guides daily decisions.
Milestones in Sheetz History:
- 1952: First store opens in Altoona; focus is dairy, not gasoline.
- 1986: MTO sandwiches debut, forever changing convenience-store food.
- 1996: Touchscreen ordering arrives, copied worldwide within years.
- 2016: Sheetz helps pass Pennsylvania law allowing beer sales in c-stores.
- 2024: Sponsorship deal puts Sheetz logo on Pittsburgh Pirates jerseys.
Innovation is baked into the brand. In 1986, a Maryland manager invented the “Made To Order” (MTO) system using paper slips. By 1996, touchscreen kiosks replaced slips, a leap that put Sheetz ahead of most fast-food chains. Customers loved the control; sales soared.
4. From Sub Shops to Café Concepts
Sheetz never stopped experimenting. In 2003 it tested a food-only store inside a North Carolina mall; the idea fizzled but showed boldness. In 2012, fuel-free “Sheetz Cafés” popped up near college campuses think latte-sipping students instead of truckers filling tanks. Some cafés closed, yet the trials proved Sheetz could pivot fast.
Format Experiments Over the Years:
- 2003: Mall-based, fuel-free concept store in Winston-Salem (later closed).
- 2012: Campus cafés at WVU, Penn State, IUP, and UVA (some shuttered).
- 2016: Beer and wine coolers hit shelves after legal victory.
- 2021: First drive-thru-only prototype tests contactless service.
- 2024: Pop-up “Sheetzertainment” concerts blend food, music, and brand love.
Alcohol sales were another battle. Pennsylvania once banned beer in convenience stores. Sheetz lawyers argued parts of stores qualified as restaurants. Their lobbying helped Governor Tom Wolf sign Act 39 in 2016, opening taps across the state.
5. Growth Plans That Keep Rolling
Sheetz eyes 60 new stores in Greater Columbus, Ohio, by 2025. Dayton follows in 2024; Metro Detroit marks the first new state in two decades. Wilmington, Toledo, and Cincinnati are also on the map. Each opening brings jobs, tax revenue, and late-night tacos to fresh neighborhoods.
Expansion Roadmap Highlights:
- 2021–2025: 60 Columbus-area stores, many with car washes.
- 2024: Dayton market entry, targeting commuter corridors.
- 2025: Michigan debut in Metro Detroit suburbs.
- Ongoing: Toledo, Wilmington, and Cincinnati build-outs.
- Future: Possible return of café-style urban locations near offices.
Fuel remains king. Sheetz captures over 21 percent of all gasoline sold in Pennsylvania. Strong food sales inside the stores keep pumps busy; customers gas up after grabbing a Schmuffin or cheese curds.
6. Food Hits and Misses Customers Talk About
The MTO menu is Sheetz’s heartbeat. Wisconsin cheese curds described as “melty cheese balls” with sharp, addictive flavor fly out of fryers. The Schmuffin, an all-day breakfast sandwich, earns praise for crisp bacon and fluffy eggs on an English muffin. Even shredded chicken street tacos, though not authentic, win fans with fresh tortillas.
Customer Menu Favorites:
- Wisconsin cheese curds: lighter breading, sharper cheddar bite.
- Schmuffin: bacon praised as “crisp with great flavor.”
- Shredded chicken street tacos: soft tortillas, bold seasoning.
- Sheetz Bros. Coffeez: barista-grade lattes at c-store prices.
- Shweetz donuts: baked fresh daily in Claysburg kitchen.
Not everything shines. Some subs arrive with “three measly slices” of meat, losing to rival Wawa. Pre-made salads often disappoint; a fried-food legend struggles with greens. Still, constant menu tweaks show Sheetz listens.
7. Awards on One Hand, Lawsuits on the Other
Forbes and Fortune have repeatedly named Sheetz among America’s best private companies and top workplaces for millennials. Employees cite flexible schedules, tuition help, and free coffee perks. Yet in April 2024, the EEOC sued, alleging criminal-background checks unfairly blocked Black, Native American, and multiracial applicants.
Recognition vs. Scrutiny:
- Fortune “100 Best Companies to Work For” (2014, 2016–2020).
- Forbes “Largest Private Companies” regular since 2000s.
- 2016 “Best Workplaces for Millennials” honor.
- 2024 EEOC lawsuit over hiring-screen disparities.
- 2025 smile-policy reversal as rapid course-correction.
The smile-policy fallout and EEOC case bookend a turbulent year. Both spotlight how large employers balance brand image, legal risk, and genuine fairness.
8. What the Policy Change Really Means
Ending the smile policy is not just damage control; it is a public promise. Sheetz now measures every rule against respect and equity. Managers receive new training to spot bias. Future handbooks will use inclusive language vetted by employees, not just lawyers.
Rose Counts hopes her brief, painful week at Sheetz helps others. She told reporters the fight was “not in vane.” Her story proves one voice, amplified by community outrage and media, can rewrite corporate scripture.
Lasting Takeaways for Sheetz and Beyond:
- Policies must flex when they harm the people they claim to serve.
- Employee feedback channels need real power, not just suggestion boxes.
- Public stories travel faster than internal memos; transparency wins trust.
- Inclusive hiring lifts morale, widens talent pools, and protects reputation.
- A warm smile matters but only when it is freely given, never forced.
Sheetz’s journey from rigid smile standards to open-armed inclusivity mirrors broader workplace shifts. In an age of viral employee stories and instant scrutiny, companies survive by treating workers as neighbors, not accessories to the brand. The late-night glow of a Sheetz sign still promises hot food and cold drinks, but now it also signals something deeper: respect for every person who clocks in, teeth and all.
