Home' Convenience and Impulse Retailing : April May 2014 Contents 15
April / May 2014 | C&I | ww w.c-store.com.au
Of course, it is not just a matter of deciding that food
is the way to go and spending big dollars to transform
the ambience and focus of your outlet. The store has
to be right and Ian is convinced that at Kurri Kurri it is.
An adjacent strip of shops already houses a Subway
store and a Dominos pizza outlet and, rather
than seeing them as established and frightening
competition, Ian sees them as a huge advantage.
We will just o er them
something di erent.
"Having Subway and Dominos already here is a
real plus point as the tradies are already used to
pulling up in their cars or walking to get a bite," he
said. "We will just o er them something di erent."
Similarly, Ian is not daunted by the changing face
of supermarkets as they move into o ering fresh
food and seek to endlessly extend their opening
hours. He acknowledges that his store will never
get people coming for their weekly shop, but he
says they will always pop in for top up goods.
"Of course, the supermarkets are attacking us
but that is just business and we have to play to
our strengths," Ian said. "We are a convenience
store so people can just pull in here . .. they don't
stairs like they do in a shopping centre."
The Kurri Kurri store is about 30 kilometres out
of metro Newcastle and, although it does draw
custom from the nearby arterial road and tourists
from the vineyards, it is very much a local store.
"We know the supermarkets want to compete
but we will always be able to carve out a new little
niche," Ian said. "We have our local knowledge and
we have our personal ser vice ... if I greet you by
your name when you come into my store you are
going to be more likely to come back again, and
even more so if I know your shopping habits."
Ian says that satisfying the public's growing
demand for things like gourmet pies and
more healthy fresh food can be a critical
part of his store's battle for customers.
"This sort of thing can make your store a
destination and change the way people go about
their business," he said. "We want calling in here for
food or co ee to be part of people's daily habit and
that will mean an increase in other sales, of course."
Although the revamped fast & ezy outlet
won't have a lot of seating like a 'real'
cafe, it will require fuel customers and
general convenience customers to go to
the cafe counter to pay and so will o er all
shoppers a totally di erent experience.
Ian has calculated that the planned changes
will lead to a 100% increase in food sales
and a 15-20% lift in overall profits.
"Obviously we are confident that having
more people coming through the door
will mean a lot of extra sales in non-food
areas," he said. "There are a lot of shift
workers in the area and we will always get
people wanting something after hours."
By the time Ian's store overhaul is completed, the
$1.7 billion, 40-kilometre Hunter Expressway will
also have opened. The four-lane freeway link
between the F3 Freeway near Seahampton, and
the New England Highway, west of Branxton,
will pass within four kilometres of the store, and
there will be a dedicated Kurri Kurri interchange.
Ian says it is impossible to tell what sort of
benefits, if any, being on the fringes of this
massive infrastructure upgrade will bring.
"Of course you hear people saying it will
mean this or mean that but you really don't
know until it actually starts happening,"
he said. "With luck though, we will get a
lot more business from the new road."
One thing is for sure, though. Whatever changes
the new road does bring, Ian will be ready,
willing and able to react quickly to the new
trading landscape .. . and hopefully stay
one step ahead of the competition.
Adapting and thriving:
Caltex Kurri Kurri is about
to undergo an extensive
change in order to stay
one step ahead of the
The exterior of the
store displays strong
fast & ezy branding with
an emphasis on local.
Dominos and Subway add
to the store's appeal as a
The store's interior decor
is now five years old and
about to be given a new up
to date look.
The sta at Kurri Kurri
maintain a welcoming
Artist's impression of the
planned renovation which
will give the store a 'cafe
style' look and feel.
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