Foodservice

Coffee Along With Mohawks

Cumberland Farms execs shave heads over coffee sales bet
FRAMINGHAM, Mass. -- On Sunday, June 7, The Boston Globe ran a half-page color advertisement that featured pictures of Cumberland Farms-Gulf Oil CEO Joe Petrowski and president of Cumberland Farms retail Ari Haseotes with mohawks. The ad, their haircuts and the pictures were the result of a coffee sales "challenge" that Haseotes and Petrowski made to store managers and operations group earlier this year.

The operations group rose to the occasion, doubled their efforts and met the challenge by achieving the goal. To keep their end of the bargain, Haseotes andPetrowski [image-nocss] were each given a mohawk-style haircut in the lobby of the new Cumberland Farms/Gulf Business Support Campus (BSC) on June 4 in the presence of nearly all of the BSC personnel. Pictures taken after the event were then incorporated into the half-page color Globe ad that ran on June 7.

"The results, a combination of extraordinary effort from operations in addition to fun-spirited leadership and passion shown by the highest of management, are a testament to what can be accomplished with a top-to-bottom unified vision...even in the worst of economic times," said Greg Lorance, Cumberland Farms' dispensed beverages category manager said in an email.

C-store chain Cumberland Farms and wholesaler Gulf Oil combed corporate finance, legal and human resources operations at a single location in Framingham, Mass. As reported in CSP Daily News, the companies said last August that they would be consolidating and streamlining the management teams of both firms to increase operational efficiency. The consolidation took effect October 1.

Cumberland Farms' network of retail stores, gas stations and a support system including petroleum and grocery distribution operations spans 11 states across the Northeast and Florida. Gulf Oil LP is a major gasoline brand in the Northeast, with more than 2,500 retail locations serving the independent distributor and dealer marketing channels.

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