Reinventing the Corner Store

This year’s Store Design Contest winners represent a whole new class of convenience

As the convenience store industry continues to elevate its offerings, consumers are continuously raising their expectations. Some might say they’re becoming “convenience connoisseurs.”

C-store retailers, as a result, are churning out new stores that are larger than ever before, made with higher-quality materials than ever before, offer more products and services than ever before — and perhaps most importantly, tap into the spoken and unspoken desires of customers.

The winners of this year’s Convenience Store News Store Design Contest reinvent the corner store and redefine what a c-store should be. From Bolla Market’s marble bathrooms, wood-grain gondolas and black tile flooring, to Wawa’s “fresh and inviting” point of view, to Jubitz Travel Center’s ability to bring the natural outdoor beauty of Oregon inside, these award-winning designs are sure to please even the most discerning convenience connoisseur.

The CSNews design awards, now in their eighth year, honor convenience retailers who have created the most exciting, innovative and shopper-friendly looks for their stores. Entries are judged on innovation, creativity and the positive impact of the overall design on the business.

Here, we highlight the winners and honorable mentions for Best Original Store Design (a new build), Best Interior Design (also a new build), Sky’s the Limit Remodel (more than $250,000), Best Mid-Budget Remodel ($100,000 to $250,000) and Best Low-Cost Remodel (less than $100,000).

The winners in specialty categories, such as Best Exterior Design and Best Fountain Presentation, will be featured in the October issue of Convenience Store News.

In honor of the company’s 80th anniversary, NOCO Inc. set out to build its largest NOCO Express convenience store yet. The result is a 6,000-square-foot boutique travel center, located in Lancaster, N.Y., which opened for business this January.

The new store design includes NOCO’s first travel center and its first commercial diesel fueling station. The location also features a variety of items specifically for truck drivers; several dining options including a Subway and Tim Horton’s; and an extensive line of specialty beverages with f’real milkshakes, fountain drinks with flavor shots, and Slush Puppie frozen beverages.

Customers can enjoy their food and drinks in a café-style seating area with free Wi-Fi and national news programming. The entire site has a bright, upscale, open design.

The Lancaster store also boasts several “green” design elements. Among them: low-watt LED lighting, a refrigeration energy management system, white roofing for increased light reflectivity, a light harvesting system utilizing 16 skylights, and an energy management control system that automatically dims the store’s lighting during the peak daylight hours as needed.

What’s more, this NOCO Express location is equipped with the mechanical infrastructure to accommodate electric-car charging stations in the future as demand increases.

NOCO executives report that the store is proving “extremely successful” in its market. “We are seeing a huge amount of inside sales, in addition to fuel [sales], and much success with the QSRs [quick-service restaurants] at the location,” the company stated in its contest entry.— Linda Lisanti

Already deeply entrenched in the Mid-Atlantic market, Pennsylvania-based Wawa Inc. approached design firm CBX in 2009 for help in writing the next chapter in the convenience store chain’s story — expansion into a new market for the first time in its 200-year history.

Wawa’s plans to enter Florida, specifically the Orlando and Tampa areas, served as a catalyst for it to reexamine its brand equity not only for the Sunshine State, but also in its core market.

CBX was called upon to help the retailer figure out how to successfully evolve the “fresh and inviting” essence and personality of the Wawa brand to be relevant in the new market, while at the same time taking a synergistic approach in its core market to ensure brand consistency.

Wawa’s new store design was developed by staying true to the overarching point-of-view of “fresh and inviting.” After exploring how far it could stretch the unique customer experience on both an emotional and functional spectrum, the concept of “residential” was chosen.

The residential design utilizes familiar architecture for the exterior, evoking the feeling of home by using a creamy, soft color palette and natural finishes. For the interior, natural light, high ceilings, architectural detailing and rich textures are used to harmoniously tie back to the exterior.

The new concept also positions Wawa as a food destination rather than just another c-store through the use of “fresh cues.” Natural materials, warm colors and ties to the kitchen bring a sense of freshness to the interior. In addition, the visible food preparation area, coffee section, fresh baked goods and walk-in refreshment cooler further speak to the concept of communal kitchen.

Wawa’s first Florida store sporting this design debuted in Orlando on July 18, 2012.— Linda Lisanti

With its 1,034 U.S. Corner Stores, CST Brands Inc. aims to bring more than just convenience to its customers — it wants to “wow” them with an experience that keeps them coming back for more. The chain delivers with its Corner Store #1469 in Harris County, Texas.

“Our stores are designed to be customer friendly with an open floor plan and a strong window storefront presentation to let in as much natural light as possible,” explained CST Brands President and CEO Kim Bowers. “We want our Corner Store customers to have the kind of experience that keeps them coming back again and again.”

The store opened on Oct. 22 within the Houston-Sugar Land-Baytown metropolitan area, which boasts a population of 4 million. The 5,500-square-foot convenience store sports a modern look, open truss system, an abundance of windows and a stained concrete floor. In addition, the open concept features lower, expansive gondolas that allow customers to see from one side of the store to the other.

The design objective of this Corner Store was also to showcase several new concepts. For instance, the checkout takes center stage with all aisles branching off like arteries to the various sales areas. Customers are greeted by cold beverages — a key draw in the Texas heat — as glass cooler doors line the back wall, creating an expansive look and feel when entering the store. A 570-square-foot beer cave with glass-fronted sliding doors sits next to the cooler.

This Corner Store also offers a food court, coffee bar and fountain station. Along the window-lined storefront, there is a coffee counter with chairs for customers to enjoy the store’s offerings. And in a nod toward customers’ privacy, the restrooms are located down a short vestibule. They include automated toilets, urinals, sinks and Dyson hand dryers.

Although these new design concepts presented some challenges, the end result is an efficient and practical design that provides fluidity throughout the store and hits three important customer touch points: quality products, friendly service, and a clean, open and inviting space.

“Every project comes with challenges, but the results speak for themselves,” said Paul Clark, vice president of real estate at CST Brands. “We have created a convenience store that uses space creatively and efficiently.”— Melissa Kress

A sliver of land on Coney Island Avenue in Brooklyn, N.Y., was once home to a BP gas station with a 250-square-foot convenience store and six-bay repair shop. What a difference six weeks can make.

The location closed its doors May 15 — the repair shop had long been shuttered — and what customers found when the doors reopened on June 27 was certainly a stunner. The small, underutilized space was transformed into a 3,500-square-foot Bolla Market, marking Bolla Management Corp.’s 25th convenience store location.

The construction process began by emptying the inside of the existing location and removing the repair shop lifts. The end result is a Bolla Market with a front-and-center transaction area, entrance doors on either side of the checkout, a Bolla Gourmet deli and a Bolla Organic Coffee bar. Other foodservice offerings include a f’real milkshake dispenser, Ball Park hot dogs and a full line of fresh pastries, fruit, salads and sandwiches.

As for design, like all Bolla Markets, this store includes marble bathrooms, wood-grain gondolas and black tile flooring. The inside of the store also features three large gondolas, a walk-in cooler and beverage center.

“We anticipate [that] the new layout will provide our customers a clear visual path around the site and highlight the [Bolla] Gourmet deli offering,” said Harry Singh, president and CEO of Bolla Management.

While the Bolla Gourmet deli is a feature in eight Bolla Markets, the company also looks to customize the offering to meet each neighborhood’s needs. “With the diverse demographic that is Brooklyn, we will continue to evaluate our Gourmet deli offering, as well as specific neighborhood needs like kosher [products],” Singh explained.

Bolla Management looks to its deli offering as a driver for success. Most sales are of made-to-order sandwiches and hot meals that are made fresh daily. Boosting the offering is a trained chef at each Bolla Gourmet deli site. While the chefs maintain Bolla’s standard offerings, they also have the flexibility to be creative with daily specials.

Despite being closed for six weeks, the Brooklyn Bolla Market looks forward to welcoming back its existing customers and gaining new ones. Overall, the store aims to make $6,000 to $7,000 a day in total in-store sales. — Melissa Kress

A common problem for both new-build and redesigned convenience stores is space — too often, store planners must make do with a very limited amount of it. Sometimes, this spurs creativity, while other times it only brings on headaches.

When it came time to update Jubitz Travel Center, however, Jubitz Corp. found itself with a different challenge: how to effectively use twice the space.

The store decided that it “wanted to create a new dining and convenience option for [its] customers,” said Michael Lawshe, president and CEO of design firm Paragon Solutions Inc., which worked with the retailer on the redesign. To accomplish this, the back of the existing store was opened up in order to combine it with the warehouse space there.

“The way we went in and broke up the ceiling height is highly unique and fun,” Lawshe said. The combining of spaces has resulted in a larger, more open store with improved circulation and imagery.

Along with increasing the store’s size, the goal was to use a point of local inspiration in the design: the natural beauty of Oregon. The store features natural materials and colors, and along the walls are large photos of the state’s great outdoor highlights including Mt. Hood and Crown Point.

The deli counter serves as a focal point, drawing customers’ eyes with bright colors and chrome stool seating off to the side. The coffee island offers a variety of brews, along with cappuccino, iced tea and hot cocoa, while a kiosk near the counter holds “fresh to go” products for travelers in a hurry. Long aisles offer a wide variety of candy, snacks, auto supplies and other goods, while the 13-door cold vault includes plenty of cold beverage options.

With the new look and layout, Jubitz now offers a sense of “serenity” that invites weary travelers to step inside, relax and enjoy themselves for a while, said Lawshe. — Angela Hanson

In most cases, people and businesses hope for an “A” when being evaluated, but at Holmes Oil Co.’s Cruizers Convenience Marketplace, Z is the letter of the day.

Emphasized in the signage for the store’s own name, the letter is also used to highlight the various zones of the store, such as the beanZcafe, chillZone and 79centZ Zone, making it easy for customers to see what Cruizers has to offer and navigate the space.

Before its redesign, Cruizers had plain walls and flooring, standard industrial lighting and packed, busy-looking kiosks. The company turned to design firm Paragon Solutions Inc. to help it rejuvenate the visuals and modernize the store.

Upon entering now, “the Cruizers name welcomes you to a bright, contemporary design filled with surprises at every turn,” said Paragon Solutions President and CEO Michael Lawshe.

Saturated navy blue and green walls paired with bold signage mark the different sections of the store, while providing a fun atmosphere for customers. Modern lighting and ceiling fixtures also add style and center the store around the checkout.

Cruizers highlights its wide range of beverage options by stationing different drink zones around the perimeter of the store. The 12-door chillZone invites shoppers to “grab a cold one” from the wide variety of packaged beverages, while the beer cave next door uses imagery to highlight its status as the “coldest beer in town.”

Across the store, Cruizers’ wide variety of beverage options is completed by the subZero fountain station, multiple iced teas and the 79centZ Zone, which provides major value. Over at the beanZcafe, warm colors invite customers to try the coffee and pastries, baked fresh daily.

Throughout the store, carefully segmented kiosks offer snacks, candy, cold treats and more, providing plenty of space for customers to browse and decide what will satisfy their craving.

Overall, Lawshe said the new design accomplishes the goal of creating a look that “welcome[s] customers with refreshments and value throughout the store.”— Angela Hanson

As times change, a convenience store chain must change with them. This was certainly the case for High’s of Baltimore’s Edgewater, Md., store. When it was originally built in 1996, the c-store was one of the first in a sparsely-populated town. Now, Edgewater has grown to become a bustling suburb that serves as a commuter hotspot for those traveling to Washington D.C., Baltimore and Annapolis, Md. C-stores are now dotted throughout the area and competition is fierce.

High’s of Baltimore knew it had to upgrade its store, but with only 2,412 square feet to work with, the retailer had a challenge on its hands. The company chose L2M Architects to reconstruct the outdoor space, along with a combination of six companies to spruce up the interior.

First, the entire space was stripped of all existing fixtures and retrofitted to include a new walk-in cooler with 30-inch-wide LED doors. New cabinets and countertops, light fixtures, interior graphics, a new cooler and freezer were added, while beverage and island areas were extended.

The new design allowed for the introduction of f’real milkshakes, frozen carbonated beverages, an expanded soda offering, a larger grab-and-go refrigerated case and a large case displaying hot food offerings.

The exterior portion of the remodel was something High’s of Baltimore debated for years. With the help of L2M, it made several changes such as incorporating equipment, fixtures and finishes used in other remodels already completed by the retailer.

The Edgewater remodel began Feb. 4 and the store reopened Feb. 21. The returns have been impressive, with year-over-year inside sales in April and May increasing by more than 30 percent. Customer traffic in May increased a stellar 58 percent vs. May 2012.

“We are still continuing to see [sales] increases as a result of the remodel,” the retailer stated in its contest entry. “We attribute this to word-of-mouth promotion, as well as satisfied customers who are now revisiting our site instead of going elsewhere.”— Brian Berk

The spotlight is about to shine on Brazil in a big way. Next year, the FIFA World Cup international soccer tournament will descend upon the country. In 2016, the lights will get even brighter when the Summer Olympics take place in Rio de Janeiro.

Both events mean thousands more tourists will be flocking to Brazil’s convenience stores. Once they do, Idaza Distribuidora de Petróleo will be ready thanks to its new store design.

The operator of more than 200 convenience stores and gas stations in Brazil worked with architect Gabriela Cervi and Gge Design to refurbish a site in Rio do Sul and another in Curitiba in southern Brazil. The first change it made was to replace the color black in its signage to white, which the retailer believes conveys more lightness and friendliness.

In the fueling section, the pumps were splashed with colors that identify the type of fuel offered. Green is used for ethanol, orange for gasoline, blue for diesel and yellow/blue for gasoline with additives.

These store remodels are part of a larger corporate project to overhaul the Idaza brand. According to Cervi, the prior logo that featured a sketch of a dinosaur had “old-fashioned traits” and did not represent the quality of Idaza’s products and services.

“Lacking harmony, the identity transmitted a fragile image with very little credibility,” Cervi wrote as part of Idaza’s contest entry. “The new visual identity offer[s] the network aesthetic unity among Idaza brand distributors and stations.”

The new logo features the name Idaza in a much larger font size and adds the tagline: “A energia que move vocé” — Portuguese for “The energy that moves you.”

In addition, the dinosaur was removed from the logo, but more colorful versions of the prehistoric animal have been converted to become Idaza’s mascot.

According to the retailer, the two redesigned stores have already been well received by the public. Many more spruced-up Idaza locations are expected in the near future.— Brian Berk

Inside Earth Market, customers can enjoy their coffee while sitting in the Internet Café, an area complete with televisions, a fireplace, oversized lime green chairs and wireless Internet access. While there, they may notice a George Bernard Shaw quote printed on a sign on the wall. It reads, “Life isn’t about finding yourself. Life is about creating yourself.”

It’s safe to say that in finding its new store design, parent company Atlas Oil Co. also created a very unique customer experience. “I would describe Earth Market as a destination, and I would also describe it as a place that’s very warm, very friendly and very clean,” said Mike Evans, Atlas Oil’s executive vice president of real estate and retail.

True to its name, Earth Market formally launched on Earth Day this year, offering customers eco-friendly options such as boxed water and its own coffee brand, Eco-Earth Coffee, which is rainforest and free-trade certified.

With its LED lighting and open layout, Earth Market is designed to not only attract earth-conscious customers, but also to give those looking to fill up a “reason to turn left,” the company stated. TVs line the walls streaming cloud-based data and various promotions. Each store also includes an upgraded merchandise area that reduces clutter and improves presentation.

The design can be tailored to any footprint, which is helping Atlas Oil’s branded partners convert ampm stores that are phasing out in the Chicago area to the Earth Market concept. Currently, there are Earth Market stores in Mokena, Oswego, Frankfort, Hickory Hills and Alsip, Ill., and the company plans to have a total of 30 open by the end of this year.

Atlas Oil worked with Fort Worth, Texas-based Paragon Solutions Inc. to design the store’s logo, while an in-house team developed the store design, including its green and darker tones that convey an earth-friendly message. Xcel Construction and GSP Marketing worked on the remodeling, which cost less than $100,000 and allowed the stores to remain open during construction.

Sales in Earth Market stores have grown nearly 19 percent since the rebranding. — Samantha Negraval

It was a collaboration that transcended continents, with the common goal being to create a compelling design that Bogota, Colombia-based Organización Terpel could implement for the next 10 years. Working with New York-based design firm CBX, Terpel was able to create a fresh new look, from its corporate logo to the architecture of its retail locations.

“Our role was to reinforce Terpel’s ongoing commitment to providing quality products and services, but with a new view toward being one of Colombia’s most innovative and forward-thinking companies,” said Joseph Bona, president of branded environments at CBX. “We examined the entire customer journey experience, from the curb to the pump and convenience store, to the car wash and lube bay. Equally important while designing the new ground-up prototype, we also developed a ‘retrofittable’ design approach for adaptation to [its] existing portfolio of facilities.”

CBX’s design and strategy teams worked closely with Asburn, Va.-based The Murphy Group LLC, which independently consulted Terpel on business strategies. The collaborative result is a modern and low-cost solution to remodel Terpel’s retail network, which includes 1,460 service stations, 28 supply plants and operations in 20 Colombian airports.

The outdoor station upgrades include a reinvented canopy, LED lighting, a pylon and fuel island, as well as a high-tech car wash that can clean a car in 3.5 minutes.

Inside, Terpel is rolling out four convenience store formats — alto, toque, altoque and deuna — each with “impeccable restrooms” and their own amenities. Descriptions for altoque and deuna stores are not yet available, but according to Terpel’s corporate website, alto stores currently offer customers “the best traditional Colombian food, snacks, refreshing beverages and sweets,” as well as Wi-Fi and ATMs. At toque stores, customers will be able to use Skype while touchscreen ordering beverages, snacks and coffee.

Terpel’s new design debuted in January. As of June, the company had remodeled 27 stations. Its first complete site with a new c-store, canopy, lube bay and car wash is expected to open this year. — Samantha Negraval