Retail Merchandiser - January/February 2015 - 53

Retail

CHUCKLES CONVENIENCE STORES

Small Town Charm
Understanding how to serve rural markets and enhancing its brand identity
are key aspects of success for Chuckles Convenience Stores. BY ERIC SLACK

A

family owned convenience store chain
that has continued to
evolve in the Midwest
over the past 40-plus years, Chuckles Convenience
Stores has worked hard to establish the quality of its
brand. Today, Chuckles (also known as C. E. Taylor
Oil) has 29 locations throughout southern Indiana
and western Kentucky.
"The company was started in 1967 by my grandfather, Charles Taylor Sr.," Merchandiser and Buyer
Layne Stuckey says. "At the beginning, we just hard
service stations but started to add convenience stores
into the mix in the mid-1980s."
"We converted service stations into convenience
stores and also built new locations from the ground
up," President Charles Taylor Jr. adds.
Charles Taylor Jr.
Layne Stuckey
chucklesstores.com
Washington, Ind.

Chuckles Convenience Stores has
worked to establish its brand and grow
to 29 locations in Indiana and Kentucky.

Established Presence
The majority of Chuckles' locations are in small
towns ranging in size from 1,500 to 22,000 people.
It does have a presence in Evansville, Ind., which
is the third-largest community in the state at more
than 100,000 people.
"We also have a presence in a few Kentucky communities that have populations around 60,000, and
we're growing in some slightly larger communities,"
Taylor says.
"However, our stores are mostly located in rural
areas that are farming, manufacturing and mining
communities scattered around Kentucky and Indiana," Taylor adds.
Chuckles has foodservice offerings in most of its
stores. This includes branded food service like Noble
Roman's pizza and Subway.
In all of its stores, Chuckles is focused on providing a clean operation that is well run by smiling
people. It has invested in modernizing most of its
stores and has become the market-leading option in
many of its communities.
Chuckles continues to look for ways to incorporate new items into its offerings and find ways to
January/February 2015

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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
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