|Headquarters:||Rapid City, S.D.|
|No. of Stores:||41|
Common Cents is a convenience-store chain operated by Moyle Petroleum Co., a family-owned business based in Rapid City, S.D. Common Cents Stores, on average, measure 2,500 square feet and use a low-labor business model. Core categories include cigarettes, other tobacco products, packaged drinks and beer, as well as self-serve foodservice.
Males 18 to 45 account for the largest share of their customer base, though the company is making overtures to better attract the female customer by adding grab-and-go fare and more HBC products. Forty-one stores sell Exxon-branded fuel, with eight locations also offering diesel fuel.
The company has a mobile app that users can download to see promotions. It also runs a coffee and fountain drink loyalty program that enables customers to earn a free beverage. Stores promote Speedpass, the electronic payment system offered by Exxon and Mobil stations nationwide. Many stores are open 24 hours and lottery tickets are sold in four out of the five states where the company operates. The brand has also adopted Gilbarco’s EMV (Europay, Mastercard and Visa) and Applause TV media solutions in its forecourt infrastructure.
Source: Convenience Digital Resource Library, Technomic. For benchmarking purposes, store counts are year-end 2017.