Retailer News

Nouria Energy Launches New C-Store Concept

Retailer debuts new store and foodservice brands
Photograph courtesy of Nouria Energy

WORCESTER, Mass. -- Nouria Energy Corp. has launched a new retail brand called Nouria. The fuel and convenience-store retailer introduced the brand with the grand opening of a new concept store in Lewiston, Maine. The store is the first of its kind in the company, featuring Irving fuel and the newly designed company brands Nouria and Cafe Nouria.

The company plans to upgrade and rebrand all of its 118 Lil' Mart locations over the next three years, it said.

cafe nouria

The brand architecture, offerings and artwork reflect the retailer’s quest to appeal to younger adults and female consumers. “The in-store design, color scheme, lifestyle and community-inspired graphics; brighter, more spacious layout; and a concentration of relevant products such as a wide variety of fresh, healthy foods and new-age beverages appeal to consumers’ desire to live healthy, balanced lives,” said Tony El-Nemr, CEO.

The store also offers all-natural meats and poultry; fresh vegetables; and artisan bread, rolls and desserts that are freshly baked in-store every day. The store’s fresh food offering is designed to provide customers with a one-stop shopping experience that offers them options for grab-and-go foods, snacks and beverages and all of the essentials for creating healthy, fresh take-home meals, the company said.

“Recognizing that the shopping experience is a huge point of interest for consumers today and as a means of really inviting customers to relax and enjoy their meals, we have proudly introduced Cafe Nouria, [which] features full-service hot coffee, espresso drinks, iced coffee, a wide variety of pastries, parfaits, fruit cups, beverages and breakfast sandwiches, all served in-store or through the drive-thru,” said COO Joe Hamza.

The store also features meals from Amato’s. The menu consists of Italian sandwiches, pizza and salads.

The cafe area includes 26 seats set against the front windows, offering customers a place to relax and enjoy their meals.

Founded in 1989, Nouria Energy owns 137 convenience stores in five New England states, of which 116 are company-operated and 21 are operated by commission and leased dealers. The company also owns and operates 47 car washes under the Golden Nozzle brand. Nouria owns fuel wholesale and transport businesses and supplies its company-operated locations and wholesale customers with Shell, Irving, Gulf and Sunoco branded fuels, as well as private and unbranded fuel.

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