Case Study: Cumberland Farms achieves a highly engaged, connected workforce with Firstup

How Cumberland Farms Creates A Great Employee Experience

Cumberland Farms, a family-owned convenience retailer with 560 stores and about 9,000 team members across New England, New York, and Florida, needed a better way to connect a largely deskless, dispersed workforce. With over 90% of staff working on the floor without company email, the company wanted more than one-way broadcasts — it needed two-way communication and a central place to celebrate culture and keep team members informed and engaged.

Using Dynamic Signal’s FarmFeed, Cumberland Farms launched a mobile-first employee experience platform that lets team members post, comment, and receive company updates in real time. Within three months FarmFeed reached 3,000 active users (89% on mobile), drove weekly user-generated content (100+ posts/week), and achieved full adoption among regional and district managers — strengthening camaraderie, improving transparency, and reinforcing the company’s “best place to work” culture.

Cumberland Farms

Jamie Hill

Director of Guest and Team Member Experience