Ascend Wellness CEO Goes Undercover to Experience Retail Operations Firsthand

In an unprecedented move to gain firsthand insight into his company's customer service and operational processes, Sam Brill, CEO of Ascend Wellness, disguised himself to shop at his own stores. Ascend Wellness is a prominent player in the U.S. cannabis market, with a presence in several states including Illinois, New Jersey, and Massachusetts. The company is known for its strong retail and consumer packaged goods (CPG) assets. Brill's undercover excursion was part of a broader effort to ensure that Ascend's commitment to customer experience and brand visibility is upheld across all locations

Brill, who transitioned from a finance and operations background to lead Ascend, has been at the helm since August 2022. His leadership focuses on profitability, sustainability, and expanding the company's retail footprint in high-traffic areas. Under his guidance, Ascend has achieved significant financial milestones, including $30 million in cost savings and an improvement in their margin profile. The company has also been active in share buybacks, acquiring 7% of its outstanding shares at an average price of $0.30 each

During his covert visit to the Fort Lee location, Brill was accompanied by a journalist who documented the experience. They were greeted by staff who were unaware of Brill's true identity, allowing him to observe the genuine customer service experience. The staff's attentiveness and product knowledge were put to the test with a fabricated inquiry about a sensitive health issue, which they handled with professionalism and empathy. This demonstrated the effectiveness of Ascend's employee training and customer service protocols

Ascend Wellness has been strategically placing its retail outlets in locations with high visibility and accessibility, often near popular franchises and major thoroughfares. The Fort Lee store, for example, is situated near the N.J. Turnpike and Garden State Parkway, close to major consumer brands like Starbucks and Chipotle. This strategic placement not only enhances brand visibility but also ensures convenience for customers, aligning with Brill's vision of densification and accessibility

Looking ahead, Ascend is poised to continue its growth trajectory by focusing on customer loyalty and brand evolution. The company recently introduced a unique project called Kings of Queens Cola (KoQC), which involves the curation of high-quality cannabis colas. These limited-edition products are a testament to Ascend's commitment to quality and innovation in the cannabis industry. The KoQC project is exclusive to members of Ascend's loyalty program, further incentivizing customer engagement and retention

The undercover visit also highlighted Ascend's dedication to social equity, as evidenced by their partnership with social equity advocates like Mister Jones. This partnership underscores the company's commitment to making a positive impact in the communities it serves. Brill's approach to leadership and his willingness to engage directly with the customer experience reflect a broader industry trend towards transparency and accountability

As Ascend continues to navigate the complexities of the cannabis market, Brill's hands-on approach may serve as a model for other industry leaders. His commitment to understanding the customer journey and ensuring high standards of service is likely to bolster Ascend's reputation and market position. With continuous innovation and a focus on sustainability, Ascend Wellness is well-positioned to thrive in the competitive cannabis landscape