Among the most iconic designs in our industry, Pops 66 recently took its soda-centric c-store concept and gave it a foodservice focus for a new location in the Oklahoma City suburb of Nichols Hills. Designed by Rand Elliott of Elliott & Associates, who also designed the original Pops 66, the 5,000-square-foot store invites locals and road trippers alike to linger, gravitating away from the quick-turnaround focus of traditional c-stores. CSP spoke with Marty Doepke, vice president of Pops LP, about the new Pops 66 experience.
Q: Pops 66 is truly like no other c-store chain. Can you share some of the history and its roots with Route 66?
A: There was a small gas station on this property for many years. When the owners decided to sell and retire, our Among the most iconic designs in our industry, Pops 66 recently took its soda-centric c-store concept and gave it a foodservice focus for a new location in the Oklahoma City suburb of Nichols Hills.
Designed by Rand Elliott of Elliott & Associates, who also designed the original Pops 66, the 5,000-square-foot store invites locals and road trippers alike to linger, gravitating owner bought the property. While he intended to shut down the old station, he felt there was still a need for a c-store in the area. He got together with his architect, who happened to design the Route 66 Museum in Clinton, Okla.
With the property sitting on Route 66, they felt there was an opportunity to do something bold. For our owner, Route 66 was about nostalgia and road trips. This reminded him of the family road trips he took across the United States and seeing all of the different types of pop in glass bottles. Plus, when his father, who he calls Pops, was a kid, he was a soda jerk. This was the catalyst for the concept. The architect felt Route 66 was about icons and designed the 66-foot-tall bottle and the building to give a nod to the old iconic brides along the Mother Road, but with a modern twist.
The goal was to show Route 66 wasn’t dead and a business could still be viable even though it’s off the beaten path.
Q: As consumer tastes have changed and we’ve seen a decline in the consumption of sodas, how is this affecting Pops 66?
A: It has little to no effect on our business at all as we’ve seen year-over-year growth since opening in 2007. This is our niche and while, yes, the mass-produced brands have seen a decline in sales, the craft or specialty pop segment has seen significant increases each year.
Q: Your newest location hardly resembles any kind of c-store or truckstop. What were the inspirations that cultivated your new look?
A: The design complements the original store, but it was obvious to our company that our concept quickly grew from a c-store and fuel-based enterprise to a restaurant/retail focus. The new location has no c-store or fuel element.
Q: Taking us through your new store, what are some details and accents that consumers should take notice of?
A: Our signature is still the glass-bottled soda, more than 700 different types from across the United States and around the world. It is what makes us truly unique and will always be our bread and butter.
The bright, streamlined design focuses on the pop, but it includes an expanded nostalgic and gourmet candy section that incorporates our logoed merchandise. The majority of the square footage is dedicated to the full-service restaurant and party room offering a diner-style menu to complement the pop and family feel of the space.
Q: In the convenience space, we are seeing new foodservice programs, more interior seating and free Wi-Fi. How do these pieces fit in your latest puzzle?
A: These are main pieces in the puzzle for our success. We have transitioned away from the fast-paced convenience and quick customer turn of the c-store concept and invite people to stay awhile. Grab something to eat, browse the massive collection of pop or wander the 3-acre property. With Wi-Fi and increased seating in the dining area and back patio, we have business meetings, birthday parties, baby showers and even wedding rehearsal dinners or receptions.
Q: Oklahoma is home to one of the industry’s premier c-store chains, as well as many respected competitors. Is Pops 66 competing against the likes of QuikTrip? Are you targeting local residents or tourists?
A: We definitely do not feel QuikTrip, 7-Eleven, etc., are competition. We are unique to the industry. We target both local residents and tourists as a destination.
Q: With its iconic persona, does Pops 66 also play in the world of social media and apps? How do you integrate the digital strategy with the in-store experience?
A: Social media plays a part in our marketing strategy. We have followers from around the world and are able to keep them up to date on new products, restaurant specials, contests, etc. Plus, it’s a scenic background so literally hundreds of pictures are taken a day of the interior and building—but everyone wants a picture in front of the giant pop bottle. It plays perfectly into Instagram, SnapChat, Twitter and Facebook.
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