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Having worked part-time in a supermarket
for the past 18 months whilst at school,
Katleyn volunteered to help out in the
store and Jonathan says his two boys
will also be a great asset to the business.
The NightOwl image
The shop itself is a green field site and
larger than some NightOwls at 167m2
and hopes to present as cutting edge for
other stores to be modelled on. It is well
lit and has an attractive layout. Certainly,
its 1.4-metre shelving height makes it feel
more spacious and enables customers
to see across the aisles. The feel of the
openness and bright lighting and attractive
point of sale throughout the store naturally
draw customers in.
It is built in a medium density residential
area which has a lot of young families, a
large and ever expanding school (prep-year
12) close by and a retirement village within
walking distance. There are also plans for
more than 700 new residential dwellings
to be built across the road starting early
this year ... so it is a business that can only
"Its appearance is aesthetically very
pleasing as it is based entirely on the
NightOwl model store program," said
"What attracted us to the
business was the fresh new image that
NightOwl portrays and its strong market
presence in the retail sector."
The Little Mountain store will be
supported by NightOwl Convenience
marketing, including promotional leaflets,
local advertising and online promotions
support. Since its inception over 30 years
ago, NightOwl Convenience, which along
with its franchisees operates 59 stores
across Australia, has become one of the
most successful franchising models in
While the NightOwl store in Little
Mountain is still very much in its infancy
the early signs are good. Business has been
growing on a daily basis and there has been
much positive feedback from customers
who are delighted there is a shop in the
area boasting a wide variety of reasonably-
priced products which are available before
7am and after 8pm. The store is open
seven days a week from 5am to midnight.
"The retirees love that they can get up
early, go for a walk and get the paper on the
way home," said Jonathan. "As it is a safe
suburban area, the young school kids can
also walk or ride to the shop and they love
the Frozen Coke! "
Staffing levels are currently being kept at
a minimum until the business establishes
itself and the couple determines what
staffing is appropriate.
"At present there are four staff employees
and Jo and I both fill shifts with our daughter
lending a hand whilst on school holidays,"
said Jonathan. "Due to the hours, we aim to
employ adults as we are conscious of our
The store already has state-of-the-art
security systems in place, with more than
10 CCTVs and a panic button that goes
directly to the police if there is a security
issue. The office also locks automatically if
the door is closed.
Jonathan says the NightOwl franchise
has designed the store to be a destination
rather than just a convenience store. It has a
wide variety of fresh food, cakes and slices,
as well as fresh bean coffee and hot meal
solutions including pies and hot chickens.
The secret to success
"The store's point of difference is a great hot
food offer and fresh bean coffee and it also
has the new bread/milk offer - two loaves of
bread or a loaf of bread and carton of milk
for $5- that is the best value on the market,
outdoing the large supermarkets," he said.
"With the pace of life getting faster all the
time, top-up grocery items continue to play
an ever increasing role in our customers'
... and what sells well so far has been
the bread and milk offer, the Frozen Coke
and the newspapers and cigarettes."
Jonathan says promotions like Coca-
Cola's 'win a Harley Davidson' are proving
very effective draw cards with a bit of a
cheeky element to them.
Although they are extremely new to the
retail business, both Jonathan and Jo are
in no doubt about the long-term secret to
their store's success.
"Customer service is still the most
important thing in retail as a happy
customer is a frequent customer," said
"NightOwl Little Mountain
customers can expect to receive great
customer service while shopping in our
Already, Jonathan and Jo are thinking
about what more they can do to improve
their store and say that at some stage in
the future they may put some tables and
chairs on the lawn at the side of the shop
to allow people to sit and relax with a
morning coffee and paper.
"Coming from a background in the
health industry we both have a caring
attitude for the community and so
looking after the community will always
be our first priority," said Jonathan. "Our
plans and ambitions are to be the best
we can be in delivery of quality customer
The store is now actively on the lookout
for local charities and community groups
for future sponsorship or fundraising
"We strongly believe in giving back to
a community which has chosen NightOwl
Convenience as their number one
convenience store," Jonathan said. "There
are so many local organisations that
contribute enormously to our community
-- their generosity is truly inspirational.
So, the least we can do here at NightOwl
is support the groups that support our
It would seem then that the retailing
needs of Little Mountain are in very safe
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