Stripes Gets Bold With Website Relaunch
Retailer highlights foodservice first, downplays fuel offer
Launched on Tuesday, the new bright and responsive website features the chain’s breakfast offer prominently with a link through to the menus of its Laredo Taco Company quick-service-restaurants. Elsewhere on the homepage, the fountain and frozen Slush Money beverage programs are highlighted.
Mixed in, the Texas chain features its store locator, an opportunity to apply for a job and information about its college scholarship fund and community outreach programs.
The website’s top-line menu again starts with Laredo Taco Company, highlighting the menus for various times of day. It then features Stripes’ private-label beverage and snack offerings.
Social media also get unique positioning through very visual links to the company’s Facebook, Twitter, Instagram and YouTube pages.
“The Stripes new website features Stripes stores’ proprietary products, private-label offerings, a robust store locator and responsive design,” the company said in a statement.
The site makes a bold statement that downplays the fuel offer and underscores the direction of the retailer company inside the store. That design could suggest the direction the chain is going after becoming a sister company to Sunoco under parent company Energy Transfer Partners; some analysts have suggest Stripes will become the dominant c-store brand for the combined company, while Sunoco maintains the fuel brand and marketing efforts.
Based in Corpus Christi, Texas, Susser Holdings Corp. is a third-generation, family-led business with over 1,240 company-operated or contracted locations. Susser Holdings is the parent company of Stripes Convenience Stores and owns the general partner of Susser Petroleum Partners LP. The company operates over 630 convenience stores in Texas, New Mexico and Oklahoma, over 580 under the Stripes banner and 47 under the Sac-N-Pac banner. Restaurant service is available in over 400 of its stores, primarily under the proprietary Laredo Taco Company brand.