SAN RAMON, Calif. -- Well over a year after launching a pilot program to test a new store design, Chevron Corp. is now seeking franchisees to expand its updated ExtraMile concept in the Los Angeles and Seattle markets.
The pilot has been a lot of trial and error to develop a robust offer, Nancy Cabell, franchise concept developer, told CSP Daily News. We've had really good results. There's no question that [the test stores'] sales have grown.
In an effort to, as one official for the San Ramon, Calif.-based oil company put it, [image-nocss] do a better job at retailing, Chevron embarked on an 18-month research, design and implementation project focused on brand improvement and increasing inside sales. The company also wanted to figure out how to squeeze more profits out of the chain's 700-sq.-ft. island kiosk.
The redesigned look, which replaces taller shelving with eye-level units, delivers an airy feel, with new water and snack areas creating a sense of category islands. The tobacco section also got a high-profile update. Topping off the design is a remodeled food and coffee area, created to evoke a clean, upscale look.
There are currently 42 ExtraMile stores in operation in the Seattle area, 45 in the Los Angeles area and four in Northern California. Cabell said the initial emphasis, now that the pilot test is complete, will be to grow the brand in Southern California.
We picked a market where we can really get some scale, she said, and then, hopefully, we can start adding franchisee sites.
Cabell described the new look as upscale, noting changes to the lighting, color scheme and signage that set it apart from the previous ExtraMile design. The HydraZone section features a variety of bottled water in single-serve and multipacks. The foodservice offering includes Johnsonville bratwurst, tornados, corn dogs, pizza calzones and potato wedges, among other products.
ExtraMile franchisees also will have access to monthly promotions, point-of-purchase materials and signage not available elsewhere. The concept will initially be made available to current Chevron franchisees and is available to stores as small as 500 square feet.
The franchisee offering comes at the same time Chevron is refreshing its fueling islands by incorporating modern and friendly brand identity into Chevron retail locations. Franchisees who take on the ExtraMile concept, a process that takes about six months, will also be required to update their pump islands, as will all Chevron retailers eventually.
Once the ExtraMile program is firmly entrenched in the Los Angeles and Seattle markets, Chevron will then begin considering expanding the concept to other markets. It's an opportunity to update our look and feel behind a consistent program, said Cabell.
Angel Abcede contributed to this report.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.