truenorth

Truenorth Energy LLC is an Ohio-based joint venture of the Truenorth Holdings and Shell Oil. The family-run company’s truenorth convenience stores live by the motto: "Fast, Friendly, Clean." The chain targets customers seeking a pleasant shopping experience, rather than competing solely on price. The chain’s target customer is anyone aged 14 to 60, but data shows that the core customer is between 35 and 60 years old. The company wants to attract the younger demographic, too, and is working to learn how to better meet the needs and wants of younger shoppers.

On an ongoing basis, truenorth is renovating and upgrading existing stores, which includes increasing the number of cooler doors to 20, adding beer caves and enhancing its signature items: coffee, cold vault, front counter and restrooms. The newest locations feature energy-efficient LED lighting inside and out.

The company is poised for more growth, including acquisitions, if the right properties come along. It planned two new stores in 2015, plus rebuilding eight sites.