Home' Convenience and Impulse Retailing : December January 2012 Contents 24 www.c -store.com .a u | C&I | December 2011/Januar y 2012
nightowl north Coast success
New Pottsville Super Store
NightOwl ’s new Super Store in
Pottsville Waters complements the
existing Lismore store and clearly
shows NightOwl’s growth strategy
for northern New South Wales.
According to NightOwl Operations
Manager Daniel Zarew, NightOwl’s
Caltex Australia has commenced
a widespread upgrade of
service station pump signage
to provide customers with clearer
information that will help them choose
the right fuel for their vehicles.
The new labels are being introduced
at more than 500 service stations in
response to customer feedback,
which showed that the expanding
range of fuels had contributed to
confusion at the bowser.
Caltex Marketing Services Manager
Michael Ridley-Smith said a shift in
the fuel requirements of modern
vehicles, together with strong
demand for a broader range of fuels,
had increased the number of
products now available at each site.
“ Twenty years ago the average
service station might have had super
and unleaded fuel available on the
forecourt and diesel out the back,”
Mr Ridley-Smith said.
“ Today the situation is very different
because of increased demand for
diesel, premium unleaded and
Super stores offer “more choice,
“ Being considerably larger, the
NightOwl Super store offers an
extended range of grocery products,
fresh fruit and vegetables, hot and
cold deli goods, a variety of
beverages and a selection of
speciality items,” Mr Zarew said.
“Older pumps typically only had two
hoses, one on each side of the
pump, minimising the chance of
selecting the wrong fuel.
“ Modern dispensers have up to four
hoses on each side – all carrying
different products designed for an
expanding range of fuels and
vehicles – so this has meant that
motorists have to be extra careful not
to fill-up with a fuel not suited to
“ Feedback from our customers has
shown that, by displaying clearer
information at the bowser, motorists
feel they will be better informed
about the fuels available and much
less likely to put the wrong fuel in
Mr Ridley-Smith said that the labels
would carry the generic product
name, accompanied by a product
descriptor providing key information
on each fuel type, including the
Vortex range of premium products.
“ Many motorists have begun driving
vehicles that require a different type
of fuel to the one they are used to
The NightOwl Supers – sized from
460m2 – are larger than the NightOwl
Convenience Stores sized between
100m2 to 150m2. The larger space
enables an extra level of convenience
plus additional employment, and
benefits to the local economy. The
store employs more than 20 locals and
sources fresh meat and produce locally.
NightOwl Franchisor Adam Adams
said his aim was to set the brand
apart from overseas-owned chains:
“ We’re committed to being a part of
and supporting the local Pottsville
community through jobs, as well as
getting involved in local events.”
Mr Adams said he believed the buying
power benefits generated from the
NightOwl Supers would have a
positive knock-on effect down the
line for smaller stores and consumers.
“ Products will be able to be sold at
more affordable prices which is great
news for the consumer and also for
franchisee sales across the network,”
and this can also be confusing
particularly when a premium brand
such as Vortex is available across
both unleaded petrol and diesel
fuels,” Mr Ridley-Smith said.
“ Customers associate the Vortex
name with it being a premium fuel
product and recognise the similar
benefits of choosing one of these
Lismore’s year of success
NightOwl Lismore Franchisees Nick
and Roz Woodham have won the
2011 Food Champion award at the
2011 NightOwl Awards for Excellence
Gala Dinner after a successful first
year with NightOwl.
Owning a NightOwl franchise was a
career change for the Woodhams.
“A fter 22 years in a different job, this
new direction has been a very exciting
for us. There has been many things
we have learnt including different
ways to promote our store and how
to build strong relationships with our
customers,” Mr Woodham said.
“ We would like to thank our regular
customers and the Lismore
community for their support and
we are looking forward to continuing
to offer great service and value in
2012,” he said.
Left: Inside the Pottsville store.
products for their vehicle depending
on their engine-type.
“ We hope that the combination of
improved labelling on the bowser
and a separate product descriptor
chart providing more detailed
information about the benefits of
each product will be helpful for all
of our customers.”
Caltex changes signage,
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