FRANKLIN, Wis. -- For Open Pantry, less is actually more. Executives at this transformationVbCrLf-focused chain recently opened a new site in Franklin, Wis."not a $2.5 million raze-and-rebuild, but an $800,000 remodel that at present is reaping similar if not better numbers.
The trick, according to James Fiene, vice president of Open Pantry Food Marts of Wisconsin Inc., Pleasant Prairie, Wis., was to engineer all the sites profit centers into the existing box, to stay open during the entire renovation and to coordinate contractors with stopwatch precision.[image-nocss]
It takes proper planning,VbCrLf Fiene told CSP Daily News at the sites grand opening last week. From the outset, your contractors, the city, everything has to be well orchestrated. This is a significant undertaking.VbCrLf
Staying open during the three-month renovation last fall was key to keeping loyal customers, Fiene said, This was our second-highest volume store in gallons and inside. If we had closed for four-to-six months, they would have driven elsewhere and it would have taken time to build the volume back up.VbCrLf
During the stores softVbCrLf opening from last December until mid-March, the sites numbers have surpassed pre-construction figures. I dont think anyone can retain their numbers if you shut down for six months, and we surpassed ours.VbCrLf
The remodel included an Italian-style fa aade incorporating the original brick of the old building, space for leased retail locations and all of the facets of Open Pantrys collection of forward-thinking profit centers: its branded, Willow Creek gourmet coffee spread; its Santa Fe Grill fresh burrito offer; beer cave; colorful d acor; and WiFi Internet access in an area of plush seating with a fireplace as the focal point.
Robert Buhler, company president and CEO, told CSP Daily News that the store represents Open Pantrys ongoing transformation,VbCrLf with re-imaging efforts just about wrapped up at the chains 29 stores. The company has developed properties ranging from ground-ups to makeovers of smaller, major oil formats and now has developed a formula for the middle-ground remodel. When you look at the [new site], it represents a continuing transformation of Open Pantry,VbCrLf he said, noting how everything from their revamped sites like the one in Franklin to the chains 1,800 square-foot remodels retain the good feelingVbCrLf that embodies the chains new image.
But make no mistake, getting from point A to point B at the Franklin store was no easy task. Being able to service customers during the chaos of construction meant going above and beyond. Matthew Lea, Xcel Construction LLC, Muskego, Wis., said his workers took customers money and brought their change back so people wouldnt have to step into the construction zone. To really execute such an effort, Lea said, It takes strategy, forethought and consideration of the customer.VbCrLf
Staying open was important for all involved, Fiene said. Everyone from the mayor of Franklin to the chains vendors appreciated the Herculean effort. Tom Long, president and CEO of Milwaukee-based Miller Brewing Co., who attended the grand opening and helped with the ribbon-cutting ceremony fronting the stores beer cave, called the effort tremendous.VbCrLf He said, When you close a store, you force good customers into new habits. Its a show of respect for your customer [to stay open during construction]. My hats off to Open Pantry.VbCrLf
Though the process put stress on the consumer,VbCrLf Fiene said the renovation had a way of engaging people. When you say Pardon my dust, you really mean it. But our customers became a part of the process. Theyd see the new tiles and the sinks coming in and hopefully theyd go home and say to their families, Hey I just saw they put something new into the Open Pantry store.VbCrLf
The quality of the site is what many attending the opening-day event believed would spell success for the location. People like convenience,VbCrLf said Patrick McKelvey, territory sales manager for Houston-based CITGO, but if given a choice between two sites, theyd pick this one. The trend is toward a clean, fresh image.VbCrLf
CITGO helped with the opening-day promotion, which offered customers a free gallon of gasoline for a two-hour period. The heavy traffic at the pumps reflected the popularity of the promotion.
Franklins mayor, Tom Taylor, agreed with McKelveys comments, saying the stores high ceilings, gourmet coffee bar, fireplace and seating area create an upscale ambiance. The improvements made speak volumes for the future of Franklin,VbCrLf he said. Its a signal for the rest of our business owners to raise their standards.VbCrLf
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