Now, the operators of Kimberly-based Express Convenience Centers, a division of U.S. Venture--formerly U.S. Oil--have packaged the concept and are offering it though franchising agreements, according to a report in the Green Bay Press-Gazette.
"We're proud of all the programs we offer," Jim Anholzer, general manager for Express Convenience Centers, told the newspaper. "What we're [image-nocss] trying to accomplish is growing our brand across the state."
One such program is the company's Dashboard Dining program, a partnership with Appleton, Wis.-based Festival Foods, which offers fresh deli products at Express stores.
Franchising has been successful for many businesses, particularly in the fast-food arena, the report states. Anholzer is confident Express will see similar results.
"In a nutshell, what we're doing is similar to how other franchises operate," he said.
Those who sign a franchise agreement with Express will have access to the company's proprietary programs and logos, as well as group purchasing power and marketing assistance. Express also is limiting its franchising fee to an undisclosed flat rate.
"We will not require our franchisees to pay a percentage of their inside sales to us, for example," Anholzer said. "The fee simply is to help cover our administrative and marketing costs."
Randy Zaidel was the first independent store owner to take Express up on its program. His store in Green Bay had been a BP-branded site, but he converted it to an Express in October. Express has since sold two additional franchises in Wautoma and Lomira.
"I saw it as an opportunity to grow my inside sales," Zaidel told the newspaper. "Their coffee and fountain-soda programs are good, and they have a mug program that complemented both of those programs. "The switch has gone better than I expected."
Help with marketing also was an attraction. "They have the experience in that area, which will help me with my business," Zaidel said.
Express operates 19 company-owned centers in Northeastern Wisconsin. Its franchising program is another vehicle to extend the Express brand's reach, Anholzer said. "Brick-and-mortar sites take time to build and find good locations," Anholzer said.
Besides access to Express programs and volume buying power, franchisees also can get assistance on site development--if someone wanted to add a car wash or drive-thru lane to their location for example, he said.
"If it's something we have done at an Express store, we have relations with vendors that can help franchisees," Anholzer said.
Kelly Charte, sales and marketing manager for Express, is confident the program will succeed.
"Something like this isn't as prevalent in the retail gas industry. So for the independent business owner, they establish a partnership with a good-sized family-owned company," she told the newspaper. "We have a lot of experience in all things petroleum, so this program offers some synergies."
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