Joe DePinto, CEO of 7-Eleven, was featured on Sunday’s episode of CBS’ reality TV series Undercover Boss.

Joe DePinto, president and CEO of Dallas, Texas-based 7-Eleven (picture above), donned a hat, glasses and grew a beard to pose as a new employee. With the assumed name “Danny Rossi” he performed a variety of jobs undercover in the company, including working at the convenience stores, doing deliveries, and working at a distribution center.

“He’s amazed by the amount of coffee we sell,” said Dolores, an 18-year employee of the franchise who knows every customer who walks through the door, has five children, is on dialysis–and has no idea her new hire is her boss undercover.

“That’s why we’re selling 2500 cups of coffee a day,” said DePinto to the cameras. “Not because we have great coffee, but because we have people like Dolores.”

The series reveals what happens when CEOs go incognito as employees of their own companies.Stephen Lambert is executive producer and creator of the series which follows CEOs as they do the work of their company employees to experience first-hand how management decisions affect their employees. Thereafter they are motivated to take “extreme actions to make their businesses better.”

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