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I think they pretty much got told that every store needed to have spirit (or else).
That's why my boss is doing the new store goal as a chant at the end of every huddle.
It's been almost painful to watch.
"We've got spirit, yes we do! We've got spirit, how 'bout you?"
Reminds me of my high school days when I was a cheerleader.
My Wally store has a cheer that we've done a couple of times since I've been there and I felt silly doing it.