Murphy USA’s 2015 Murphy Express prototype store offers a fast and efficient experience for the on-the-go customer. Working with Chute Gerdeman, Murphy sought to deliver a “wow” experience by providing a friendly, fast, reliable and cost-conscious encounter. Murphy’s goals for the prototype were to drive customers to the fountain, and to increase sales of meal replacements, coffee, beer and soft drinks.
The larger Express format is 3,450 square feet, which made space to expand the traditional snack, tobacco and beverage offerings. New Express locations now include 24 fountain heads, eight Icee heads, four coffee stations and eight cappuccino heads, as well as a larger variety of snacks and nonfood items.
What the Experts Say
Super graphics are on display at the latest Murphy Express. From the forecourt on in, Murphy dazzles with high-impact graphics. The bold, red storefront welcomes you into the store. Once inside, the most interesting part of the Murphy prototype is how the graphics and ceiling treatments create a layered effect that brings interest to the different areas within the store. I also appreciate the great use of lighting inside and out. Too many retailers use a generic lighting pattern in their stores. There is nothing generic in Murphy’s lighting design. —Mike Lawshe, president and CEO, Paragon Solutions