SARASOTA, Fla. — Rogers Market, a new convenience-store brand, opened its first location in Fort Myers, Fla., in late June. This flagship store is the first step in the growth strategy for petroleum jobber ATCO Inc., which has owned and operated gas stations and convenience stores on the west coast of Florida since the 1970s.
Click here for some background on the owner a look inside the new store ...
“I've been in the convenience-store business my whole life,” said Gigi Rogers, an interior designer and owner of Rogers Market.
“My father started ATCO," she continued. "Every member of my family worked for him in one way or another. My job was always the same. I would go into a failing station, do a complete overhaul from both a design and operational standpoint, and poof: The station would start doing well.
“I had a knack for this type of thing. Regardless, I moved away to pursue my own career as an interior designer in Los Angeles, but after my father's passing, I decided to come back and run the family business. The first thing I noticed was that nothing had changed. It was time for a transformation.”
She decided to take a different approach in the rebranding of her new stores.
Rogers Market features a sleek and modern aesthetic with large contrasting signage featuring a large X-ray rubber duck, the brand's mascot. Inside, the design scheme consists of an array of geometric shapes, textures and colors.
From the grand marble entryway of the store to the tiled interior walls, neon yellow signage, floating ceilings, pendant lights and inset LED rubber duck lights in the walls, this store is the work of “a passionate interior designer turned petroleum executive with a vision for an elevated c-store experience,” the company said.
Rogers Market's deli and foodservice is also a highlight of the brand's redevelopment. A chalkboard menu highlights fast-food alternatives such as fried chicken sandwiches, meatloaf, banana pudding and other comfort foods. By creating simple menu items with quality ingredients, Rogers Market is attempting to break the stereotypes of a traditional convenience store, providing an easy, affordable and satisfying restaurant alternative for nearby residents, the company said.
The brand's taglines include “Are you hungry as a duck?” and “Are you as thirsty as a duck?”