Retail Merchandiser - November/December 2016 - 81


Empire Petroleum Partners
Empire Petroleum, 33 percent of millennials want a one-stop
shop where they can buy food and cigarettes alongside fuel.
"It's tailoring to the customer and the customer's needs," says
Robert Spurgeon, director of marketing and food. "People don't
want to stop into a gas station today and not have options."
As cigarette sales decline, food is becoming a more important part of balancing the retail equation. For those operators
who want to handle food themselves, the company offers
fresh chicken, barbecue, pizza, sandwiches and roller grill
items. Empire Petroleum is developing a proprietary food
program with Sysco aimed at giving dealers better pricing
options. The Sysco program will have different tiers to suit every size of store. For example, a smaller station might require
smaller ovens while a larger one can handle more equipment.
On the restaurant side, Empire Petroleum has vendor
partnerships in place with chains such as Little Caesars,
Subway, Dunkin' Donuts and Krispy Krunchy Chicken to
co-locate at gas stations. "We want to diversify a little bit
and get QSR (quick service restaurants) more than fresh
case," Spurgeon says.
Through the preferred vendor program, clients can obtain
a restaurant at a discounted or no cost franchise fee. Empire
Petroleum offers financing for the equipment and provides

ROI and margin data to help operators understand how long
it will take to break even and begin turning a profit. Between
Jan. 1 and Sept. 19, Empire Petroleum's customers adopted
763 food programs, compared to about 250 for all of 2015.
Because it is involved with each area of an independent
gas station's business, Empire Petroleum can offer programs
that bring the pump and inside retail together. The company recently introduced its Perks of the Pump fuel discount
program. Customers who sign up can buy multiple products,
such as two cans of Monster energy drinks, and save five
cents a gallon on gas. The discounts stack, so if someone adds
a Snickers bar to their energy drink purchase, the
discount might rise to 10 Swisher
cents a gallon.
Swisher's partnership with Empire has
Another new program resulted in a 16 percent volume increase
continues those incen- in Total Large Cigars for their locations,
compared to a 10 percent increase in
tives at the counter. IMEmpire's trading area. Empire utilized
PULSE is a product that Swisher's category management strategies
uses screens placed near plus participated in Limited Edition 2pk
the register to display pro- Swisher Sweets distributions, leading to
motions. When complet- adult consumer excitement and increased
profits in Empire's overall OTP category.
ing a transaction, custom-

November/December 2016

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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
Retail Merchandiser - November/December 2016 - 7
Retail Merchandiser - November/December 2016 - 8
Retail Merchandiser - November/December 2016 - 9
Retail Merchandiser - November/December 2016 - 10
Retail Merchandiser - November/December 2016 - 11
Retail Merchandiser - November/December 2016 - 12
Retail Merchandiser - November/December 2016 - 13
Retail Merchandiser - November/December 2016 - 14
Retail Merchandiser - November/December 2016 - 15
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Retail Merchandiser - November/December 2016 - 18
Retail Merchandiser - November/December 2016 - 19
Retail Merchandiser - November/December 2016 - 20
Retail Merchandiser - November/December 2016 - 21
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Retail Merchandiser - November/December 2016 - 23
Retail Merchandiser - November/December 2016 - 24
Retail Merchandiser - November/December 2016 - 25
Retail Merchandiser - November/December 2016 - 26
Retail Merchandiser - November/December 2016 - 27
Retail Merchandiser - November/December 2016 - 28
Retail Merchandiser - November/December 2016 - 29
Retail Merchandiser - November/December 2016 - 30
Retail Merchandiser - November/December 2016 - 31
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Retail Merchandiser - November/December 2016 - 33
Retail Merchandiser - November/December 2016 - 34
Retail Merchandiser - November/December 2016 - 35
Retail Merchandiser - November/December 2016 - 36
Retail Merchandiser - November/December 2016 - 37
Retail Merchandiser - November/December 2016 - 38
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Retail Merchandiser - November/December 2016 - 40
Retail Merchandiser - November/December 2016 - 41
Retail Merchandiser - November/December 2016 - 42
Retail Merchandiser - November/December 2016 - 43
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Retail Merchandiser - November/December 2016 - 46
Retail Merchandiser - November/December 2016 - 47
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Retail Merchandiser - November/December 2016 - 49
Retail Merchandiser - November/December 2016 - 50
Retail Merchandiser - November/December 2016 - 51
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Retail Merchandiser - November/December 2016 - 60
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Retail Merchandiser - November/December 2016 - 62
Retail Merchandiser - November/December 2016 - 63
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Retail Merchandiser - November/December 2016 - 78
Retail Merchandiser - November/December 2016 - 79
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Retail Merchandiser - November/December 2016 - 87
Retail Merchandiser - November/December 2016 - 88
Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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