The growing category, which had started to gobble up prime counter space, needed a new approach, he told CSP Daily News. So with some help from a novelty supplier, Johnson, the director of marketing for 40-store Uppy's chain out of Chester, Va., decided to take matters into his own hands.
"With new brands coming out, we would have had all that sitting [image-nocss] on the counter," Johnson said. "There's just no place for all that stuff. But it's high profit and selling well."
Considering how the chain's newly expanded coffee areas had led to a doubling in sales for the category, Johnson thought the same might be true for energy shots. Working with Novelty Express, a branch of Henderson, N.C.-based MR Williams, he created a six-shelf rack that would stand near the front counter. The chain just completed installation of the rack in all of its locations.
Johnson said early indications are that the "Energy Shot Headquarters" displays are doing well.
Uppy's and Novelty Express went in 50-50 to develop the program. That's why Johnson said he gave over two shelves to their products. The premise upon which the idea is founded is sound, he believes, and expects that when people understand that his stores can be a destination for the product, the display will more than pay for itself.
The chain operates in Richmond and in southern Virginia markets, offering the traditional gasoline and c-store fare with the addition of delis and national quick-serve restaurant ties. Ten of its locations are branded with the ExxonMobil-initiated franchise On the Run, and the rest are branded Uppy's.
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