Client
Large Fuel and Convenience Retailer

Client Challenges 

• Company interested in aggressively growing its proprietary branded convenience store model
• Company needed to validate competitive value propositions and positioning for its brand for franchising
• Goal to make changes required to enhance value proposition for retailer’s brand with master franchisors and/or franchisees

Solutions Delivered

• Assessed client and competitive value propositions for franchisees
• Identified gaps to best practices in both franchise and company-operated models
• Defined requirements (short and long term)
• Identified differentiation and positioning opportunities
• Developed implementation roadmap and business case

Business Impact

• Client implemented its first distributor franchise model, (master franchisee), utilizing many of the components of the plan
• Redefined c-store brand concept to support multi-site operators and a value proposition that exceeds competition
• Enhanced its food offering and have begun implementing within their network, in addition to creating a comprehensive food offering for franchisees
• Parent company acquired two major retailers adding over 1,000+ convenience stores to the network