Upgraded technology and image has been a decade-long focus for Certified under the tenure of CEO Peter Lacaillade, son-in-law of the late founder Carlyle Baker. Before Baker's death in 1998, Certified was a widely-known brand throughout five states, but it was not advanced technologically. Lacaillade has trimmed stores and spent $30 million upgrading the remainder in technology (card readers, pumps, anti-theft cameras) and image.
Certified has been re-mastering the basics of customer service, convenience, in-stock inventory, cleanliness, and a revamped loyalty program called Rewards. As of early 2013, the chain’s top-selling categories are tobacco, beer and non-alcohol packaged beverages.
|No. of Stores:||80|
|Average Store Size:||1,000-2,500 sq. ft.|
|States of Operation:||Kentucky, Ohio, Virginia|