QuikTrip, a large convenience store chain with over 500 stores, was known for its outstanding labor practices and fast, reliable, and friendly customer service. In November 2010, the CEO Chet Cadieux, had to decide how many new locations to open when QuikTrip entered a new market in North Carolina in 2011. Historically, QuikTrip had entered new markets slowly, opening 10 to 12 stores per year. And this slow growth worked well with its "people-first" strategy. For North Carolina, Cadieux was weighing the option of opening new stores at twice the normal pace. About half of employees in these new stores would come from saturated markets where there were few promotion opportunities. Hence, his growth would fulfill QuikTrip's purpose: "provide an opportunity for employees to grow and succeed." But Cadieux was concerned that fast growth might compromise QuikTrip's operations that depended on high performance employees.