Created by Chevron in the 1990s as a convenience store for their gas stations, ExtraMile stores are now operated as a joint venture between the fuel giant and Jacksons Food Stores. The chain has more than 800 locations in the western U.S. with about 500 of them operated by franchisees.
Attracting A Younger Male Demographic
Following the formation of the JV (between Jackson’s and Chevron USA) which formed EMCS LLC, the new management team recognized that changes in the c-store industry, including new sources of competition and evolving customer demographics were placing ExtraMile locations at a disadvantage.
Research revealed that Chevron was losing some core customers who were shopping more often at competing, free-standing convenience stores.
King Retail Solutions was hired to redesign the stores in a way that would bring them up to date and better deliver on the brand’s promise to its core customers in the younger male demographic.
To ensure a thorough understanding of the chain’s background, KRS conducted onsite visits to multiple ExtraMile locations, being sure to include stores in each size category, and franchisee locations.
One of the findings was that the old design did not do a good job of either communicating or delivering on the chain’s five brand pillars: Extra Efficiency, Extra Appreciation, Extra Value, Extra Effort, and Extra Convenience.
“From the first day of our engagement, we asked KRS to challenge us, and they did not disappoint. Our interior look was dated. Small, incremental change would have been easier, but it’s not what our brand needed. The KRS team challenged us and was right there to help determine the solutions. The KRS team worked fast and efficiently, and I’m proud and our franchisees are excited with the new design.” PAUL CASADONT, PRESIDENT EXTRAMILE CS LLC
The goal of the new design was to clearly communicate to the person stepping through the door that they had entered a convenience store that was surprisingly well-stocked, easy to navigate, quick to check out of, with surprisingly good food and beverages.
Scalable Store Design
To shore up this last point, KRS worked with ExtraMile to create their own private label brand of premium coffees, which customers would dispense from an innovative coffee bar. The team created Mile One Coffee, including branding and graphics for each coffee variety.
Because nearly two thirds of ExtraMiles are operated by franchisees, the final store design had to be scalable, allowing owners to update their locations in stages. The 300 franchise locations were revamped all at the same time.
With a new look and updated merchandising, ExtraMile convenience stores have been able to increase visits from their core customers as well as attract a new younger, more ethnically diverse clientele that reflects the changing demographics of the west. Additionally, store employees have welcomed the new design, reporting that the updated setting has enabled them to better deliver the “extra” to customers.
Summary
ExtraMile stores, operated by Chevron and Jacksons Food Stores, underwent a comprehensive redesign to better serve a younger male demographic and modernize the brand experience. KRS redesigned the stores to emphasize ExtraMile’s five brand pillars—Extra Efficiency, Extra Appreciation, Extra Value, Extra Effort, and Extra Convenience—while creating a scalable design that franchisees could implement across hundreds of locations. The redesign included a new private-label coffee brand, Mile One Coffee, innovative coffee bars, and updated merchandising to improve navigation, speed of checkout, and overall customer satisfaction.
Key Takeaways
- KRS modernized ExtraMile’s interior design to communicate the brand’s five pillars effectively.
- The redesign targeted a younger, more ethnically diverse male demographic while retaining core customers.
- Scalable design enabled franchisees to implement updates efficiently across 300+ locations.
- Introduction of Mile One Coffee and an innovative coffee bar enhanced the food & beverage experience.
- Updated merchandising and layout improved navigation, checkout speed, and employee-customer interactions.
Frequently Asked Questions
Q. What was the goal of ExtraMile’s store redesign?
A. The goal was to modernize the stores, communicate the five brand pillars clearly, attract a younger male demographic, and improve the overall customer experience.
Q. How did KRS ensure the redesign could be implemented by franchisees?
A. KRS created a scalable store design that allowed franchisees to update locations in stages while maintaining brand consistency.
Q. What enhancements were made to the food and beverage experience?
A. KRS developed Mile One Coffee, a private-label coffee brand, with branded coffee bars for an engaging self-serve experience.
Q. What impact did the redesign have on customers and employees?
A. The updated design increased visits from core customers, attracted new demographics, and enabled employees to better deliver the “extra” customer experience.
