Thorntons: New Owner, Leader, More
By Chuck Ulie on Apr. 13, 2022LOUISVILLE, Ky.— New ownership, a new leader, a half century in business and a nonprofit community store.
These are some of the big developments recently at Louisville, Ky.-based Thorntons, which operates more than 200 convenience stores in six states.
As part of BP America Inc. after being fully acquired last year, Thorntons, with BP, ranked No. 7 in CSP’s2022 Top 40 Update to the 2021 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2022 Top 202 ranking in the June issue of CSPmagazine and in CSP Daily News.
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Promotions Mark 50 Years
Celebrating a half century in business, Thorntons gave gifts to customers with two Refreshing Rewards promotions. The first, the 50th Anniversary Free Fuel for a Year, went to 200 registered Refreshing Rewards customers with 50 winning monthly over four months.
The second, 50-Cent Fridays, gave Refreshing Rewards members their choice of any dispensed drink in any size for 50 cents each Friday through the summer. Thorntons also offered a 50th anniversary coloring book with $10 in coupons for $2, donating all proceeds to local hunger relief partner communities where it operates.
Nonprofit C-Store Opens
Thorntons saw an opportunity to set a precedent and make a difference after the proliferation of social unrest across the country in 2020, partnering with the Louisville, Ky., Urban League to create the company’s—and perhaps the country’s—first nonprofit community c-store. The store opened at Louisville’s Norton Healthcare Sports & Learning Center. The Urban League receives all store profits.
CEO Simon Richards (pictured), Thorntons’ CEO at the time, oversaw the opening.
BP Acquires the Chain
After two and a half years as part owner in a joint venture, BP announced it was taking full ownership of the Thorntons c-store chain. Specifically, BP agreed to acquire the majority share it did not already own in the c-store business from ArcLight Capital Partners LLC.
When the transaction was completed in August, BP became a leading convenience operator in the Midwest with 208 owned and operated locations, the company said. “Incorporating Thorntons into our business combines their customer-first culture with our existing U.S. retail network and will help us deliver our convenience strategy of offering customers what they want, where and when they want it,” said David Lawler, chairman and president of BP America.
New Leader Named
Following the acquisition and after the departure of President and CEO Simon Richards (pictured) in the fall, BP named Debi Boffa, vice president of convenience for the Americas, to lead Thorntons in October.
“With more than 24 years in BP’s retail business, Debi keeps the guest at the heart of every decision and will be an incredible custodian of the Thorntons’ culture and brand,” said Greg Franks, BP’s senior vice president of mobility and convenience for the U.S. and Mexico markets.
Boffa was managing director for BP New Zealand before assuming her vice president role in January 2021. Richards accepted a position to help run Andover, Mass.-based Xpress Natural Gas.
Launches Pro Driver App
Thorntons late last year released a Pro Driver Refreshing Rewards app exclusively for professional drivers. The card and app include special fuel discounts and exclusive rewards for pro drivers.
Rewards include: points earned for every gallon pumped; five cents off fuel daily; and a free dispensed drink, Fizz Freez or coffee with every fillup.
Opens COVID-19 Vaccination Clinic
Thorntons partnered with Norton Healthcare in Louisville to host a one-day COVID-19 vaccine clinic at its store support facility for those eligible for the vaccination under state guidelines. Norton Healthcare administered the two-dose Pfizer vaccine at this event.
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