For the co-owners of Prime Stop Convenience Stores, Wisner, Nebraska, prudent expansion and patience in waiting for the right retail opportunity is at the forefront of its more than three decades in business.
Prime Stop, which had been content to exist with three retail locations for more than 20 years, saw a golden opportunity involving vacant property in Norfolk, Nebraska, in the northeast part of the Cornhusker State.
That opportunity, the seed of which began before COVID, tested the chain’s patience. The Nebraska c-store operator was forced to hit the pause button on Norfolk South for several years during the pandemic. Now, after delays, the team finally celebrated its fourth Prime Stop store opening with a ribbon-cutting ceremony on Sept. 24.
The new-build, with a footprint of 6,000 square feet, located on the south end of Norfolk (pronounced Nor-fork), is poised to serve a wide range of consumers—including their long-time loyalists in the farming community—with a retail option that brings a fresh, modern stop for travelers and locals. The company offers fuel as well, branded Sinclair.
The debut of the South Norfolk store, along state Hwy. 275, means the Prime Stop brand has the Norfolk (population 24,955) community covered from one end to the other: The company has operated a north Norfolk store, adjacent to Rt. 81, since 2003, which joined stores in Wisner and Wayne.
“It took a while just to get us back rolling again. We’re pretty excited to get to completion and be part of the community,” co-owner Holly Schroeder told the Norfolk Daily News.
A growing community, the Prime Stop management team believes that there’s “just so many opportunities for people in the Norfolk area. We’re pretty excited to be on this corner,” Schroeder said.
Each Prime Stop offers breakfast with signature items such as egg and cheese croissants, and daily lunch specials that feature burgers, chicken sandwiches and more. Opening at 6 a.m. daily, this location will eventually move to 24-hour service.
Prudence rules
Since it debuted its first store in 1989, Prime Stop Convenience Stores has followed a conservative growth strategy of adding retail when and where it makes sense. The Norfolk expansion made sense as it was perceived as a community that needed a retail infusion.
The Prime Stop brand was imagined by local couple Herb and Kathy Albers, who debuted the Wisner store in 1989 before adding the Wayne, Nebraska, location in 1997.
The family-owned outfit is now overseen by children Holly Schroeder and brothers Jeff and Matthew Albers, a legacy c-store narrative where parents paved the way for children in a succession move.
Schroeder told the Norfolk Daily News that this latest development won’t only benefit travelers but also “provide long-term value for Norfolk residents. Beyond business success, the project represents an opportunity to give back while helping Norfolk continue its economic growth.”
Schroeder adds: “We’ve always been invested in the communities that we’ve been in, in terms of giving back, volunteering, supporting local events, supporting the chamber, and so we’re excited to give back to the community. It’s really a symbiotic relationship.”
Prime Stop Convenience Stores fast facts:
Core values: The team values the “principles of responsible, honest employees who foster teamwork and display positivity. The goal as a profitable business is to reflect the principles of honesty, work ethic, kindness and loyalty. Adhering to the qualities of self-control in opinions, speech and habits creates the positive work environment key to success.”
Mobile app: The mobile app is the gateway for customers to receive deals and coupons for the hottest products and services provided. Users can track loyalty points, VIP club levels and redeem them from the phone.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.