CHICAGO -- When Muhannad Awadallah was faced with deciding the future of his Marathon-branded station on the south side of Chicago, he listened carefully as Martin Maliekal of Parent Petroleum outlined the benefits of VP Racing Fuels’ new retail branding program.
While the prospect of VP’s lower credit-card rates resonated with him, Awadallah saw the opportunity to be the first to introduce the sharp-looking new VP image in the Chicago market as a deal-clincher. He ultimately went all in by also adopting VP’s “Winner’s Circle” brand for his convenience store, and based on results to date, he’s very happy with his choice.
Awadallah found that his freedom to purchase unbranded supply under VP’s program allowed him to be more competitive with his pricing. With this advantage, together with the appeal of the new VP Racing Fuels brand, he has more than doubled his gasoline volume since the reimaging was completed this past August.
Awadallah’s lower cost of supply coupled with VP’s low credit-card rates also have translated to more profit on every gallon sold. As a bonus, inside sales have increased 35%. “All this growth came despite missing the higher volume summer months,” Awadallah said.
While most new VP-branded sites have opted to install metal VP Fuel Cubes to store and sell 5-gallon pails of VP’s off-road race fuel blends, Awadallah has achieved his growth without that product line. He’s left the door open to adding race fuels once he becomes more familiar with the performance market in his territory.
Reimaging his station included installation of new dispensers and a total remodel of the c-store, with revamped product inventory and food offerings. “These are contributing factors,” said Awadallah, “but our ultimate success begins and ends with VP Racing Fuels’ branding program, which makes me more competitive and gives me more control over my business.
“Martin Maliekal and his team at Parent Petroleum were also extremely supportive, helping me with inventory tracking and follow-up in any number of areas,” said Awadallah. “We’re in a good place as we see new customers every day and our repeat business is steadily growing. I’m very excited about our future.”
For more information about VP Racing Fuels’ retail branding program, visit VP Racing Fuels here.
This post is sponsored by VP Racing Fuels