The Exchange’s annual Express seminar is bringing 350 teammates from around the world to Orlando to sharpen skills, spark innovation and reinforce the critical role the convenience channel plays in serving military communities and supporting nutritional readiness.
Under the theme of Mission Ready: Fueling the Force, associates are hearing from Merchandising and Fuel teams as well as vendor partners on best practices and industry trends to drive business in support of Soldiers, Airmen, Guardians and the military community.
“The results our Express teams deliver every day are nothing short of extraordinary,” said Executive Vice President/Deputy Director/CFO Brad Bingham. “Your discipline, innovation and execution are world class, and it shows. You turn convenience into readiness by keeping essential products close to those who serve.”
With more than 500 stores worldwide, the convenience channel represented 26% of the Exchange’s $8.6 billion in revenue for fiscal 2025.
“I want our associates to feel a strong sense of pride in the role they play in supporting the mission, along with a renewed focus on delivering exceptional service,” said Executive Vice President/Chief Operating Officer Marla Randolph. “Conference week is an opportunity to reinforce how their daily efforts directly impact our service members and their families, as well as how they contribute to the overall success of the Exchange.”
Growth drivers for 2026
Leaders are focusing on key growth categories to fuel convenience-channel performance in the year ahead. Snack Avenue, in-store restaurants and nonalcoholic beverages are expected to be strong growth drivers this year.
“Beverages are a natural pairing with meals from our Express restaurants,” said Consumables Vice President Danielle Pelland. “As we open more restaurants, we expect to see nonalcoholic beverages continue to rise.”
The Exchange has nearly 220 Express restaurants, including Hunt Brothers Pizza, Chopz, Hot Stuff Kitchen and Express Kitchen. Total restaurant sales rose 25% in 2025 to $66.7 million, and more than 50 additional openings are planned for 2026. All Exchange restaurants offer better-for-you options to support Warfighters’ nutritional readiness.
Snacks and small bites are also expected to see big growth, said Divisional Merchandise Manager David Arens.
“Customers—especially those who are watching their waistlines—are looking for smaller portions or snack sizes,” he said.
Convenience remains at the forefront, with the number of Express locations offering DoorDash expected to nearly double this year. Consumables, health and beauty products and sports nutrition can all be delivered on installation.
Capitalizing on big moments
As America’s 250th birthday approaches, brands are leaning into star-spangled fun.
“Jack Link’s, Combos, Nutella and other products are celebrating with special items and packaging,” Pelland said. “Monster has a limited-edition can and flavor. Brands are really excited about America’s 250th, with vendors planning special activations at our Express locations as the holiday approaches.”
Vendors and brands are also getting ready for the FIFA World Cup with themed products, limited-edition packaging and high-energy promotions that tap into fans’ passion for the global games, some of which are being played in the U.S.
“We have two big events going on at almost the same time,” said Divisional Merchandise Manager Dennis Robertson. “Brands are getting in on the excitement, and that will translate to limited-time offers and promotions for the military community.”
Keys to success
Pelland highlighted several keys to continued success in the convenience channel, including:
- Right-sizing the assortment.
- Improving markdowns in stores, reducing inventory and increasing overall turn.
- Better managing Snack Avenue through new digital waste logs intended to control waste and increase profits.
- Enhancing marketing through evergreen sign kits.
- Seamlessly executing promotions so they are clear to shoppers.
Turning insights into action
Executive Vice President/Chief Merchandising Officer Eric Sidman hopes associates leave Orlando with deeper product knowledge and a clear view of innovation.
“They are getting tools to answer questions as well as education on how to sell to best serve the military community,” Sidman said. “Associates in Express stores support the mission every day. Learning together in Orlando strengthens their ability to drive sales, build loyalty and live out the Exchange’s We Go Where You Go mission.”
Standing out from the competition
For Randolph, the Exchange’s convenience channels set a high bar and are a cut above the competition.
“Our Express locations stand out in several ways,” Randolph said. “First, they acknowledge who we are—a military-focused organization with tax-free savings and an unwavering commitment to reinvesting earnings back into the community through Quality-of-Life dividends. Beyond that, it is our teammates—who consistently deliver a high standard of service and adaptability—that truly differentiate us from commercial competitors.”
Follow along
Follow the fun all week. Visit The Exchange Post and the associate-focused Facebook and Instagram pages for the latest from Orlando.
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