The U.S. convenience store industry will mark its eighth annual 24/7 Day on Friday, July 24, with more than 100 retailers and suppliers participating in what organizers call a record-breaking show of gratitude toward first responders, healthcare workers, and American Red Cross volunteers.

Yesway, Inc. (Nasdaq: YSWY), which operates 450 stores across nine states under its Yesway and Allsup's banners, is among the chains taking part. On July 24, every Yesway and Allsup's location will offer a free 30.4 oz Core Hydration water to all first responders, plus a free fountain drink or coffee of any size to firefighters, doctors, nurses, healthcare professionals, Red Cross personnel, and 911 operators who present themselves in uniform or with valid identification.

Why C-Stores Are Positioned for This

The convenience channel's community footprint makes it a natural vehicle for first-responder outreach. Some 93% of Americans live within 10 minutes of a convenience store, and the industry collectively logs more than 160 million transactions daily. Those numbers mean participating chains can reach first-responder communities at scale without requiring consumers to travel out of their way — a logistical advantage that few other foodservice or retail formats can match.

Tom Trkla, Chairman, President, and Chief Executive Officer of Yesway, framed the program as central to the brand's operating philosophy. "Giving back to our communities is fundamental to the Yesway mission," he said. "It is a privilege to recognize the first responders who anchor our communities, and we are grateful for the chance to celebrate their commitment and heroic service."

The NACS Foundation's Expanding Reach

The initiative is organized by the NACS Foundation, the 501(c)3 charitable arm of the global convenience and fuel retailing trade association. Kevin O'Connell, executive director of the NACS Foundation, noted that first responders "don't do it for recognition — they do it because they genuinely care about people," adding that the annual event gives the industry a visible, consistent moment to honor that commitment.

The American Red Cross is again a featured partner this year. Nathan Measom, senior director of national cause marketing for the American Red Cross, said volunteers are "honored that these everyday heroes are recognized alongside first responders," and praised the industry's role in sustaining that visibility year over year.

For operators interested in how c-store foodservice programs intersect with community-engagement strategy, this promotion illustrates a growing trend: leveraging high-frequency, low-cost beverage giveaways — coffee, fountain drinks, and packaged water — as relationship-building tools with key community segments. It's a tactic increasingly relevant to restaurant and foodservice operators exploring loyalty and goodwill programs beyond digital points systems. The NACS Foundation also encourages the public to donate to the American Red Cross disaster relief fund and to share stories on social media using #247Day and #conveniencecares — a social amplification layer that extends the promotion's reach well beyond store walls.

For broader context on beverage-driven promotional strategies across the foodservice sector, see our beverage industry analysis.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.