PHOENIX -- Circle K is in the midst of overhauling most of its 550 Arizona stores, reported The East Valley Tribune. Changes include architectural improvements, interior renovations as well as a wider product selection to include ready-to-eat foods like sandwiches, fruit cups and salads. The classic red and white logo will remain unchanged, officials told the newspaper.
Larry Brueggemier, the company's director of marketing, said the changes are necessary to stay competitive. This is a thriving market, he told the paper. If we're going to remain competitive, [image-nocss] we have to invest.
He said that about 80% of the company's stores will incorporate the new look and format and expects to finish the overhauls in about four years. Company officials would not disclose the amount of money they are investing into the upgrades, but Brueggemier said they have implemented the changes at about 180 stores.
Mindy McBain of the regional Shelby Report said its necessary for gas stations to evolve with the shifting demands of the public, which now wants more convenient and healthy foods among other things. She said one major catalyst behind this trend is the coming of Tesco. The U.K.-based retailer plans to start carpeting the Valley with its Fresh & Easy Neighborhood Markets later this year.
They may not say that, but I think it is, she said.
McBain told the Tribune that Circle K officials may have to work to overcome some initial resistance from customers who are turned off by the thought of eating fresh food from a convenience store or gas station.
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