DEVELOPING A FRANCHISE SYSTEM.
Chevron, the leader in quality petroleum products, was in the process of developing a franchise convenience store offering when they asked re:group to help them define the structure of their franchise advertising program and develop the marketing materials to sell-in this franchise program to their existing dealer network.
These already successful independent dealers would have to be convinced that converting to a franchise and its associated rule and fees would be more beneficial than the independence and profitability they were already enjoying.
Chevron had taken the c-store offer to a new level and there was a subset of heavy users that Chevron dealers could capture under this new concept. re:group helped them “Go the ExtraMile” and recruit dealers for a whole new franchise system using consumer trends and heavy c-store user reaction to the franchise concept as key selling points.
Following a comprehensive review of the offer and development of the structure and bylaws of the franchise program, re:group created a look/feel for the new ExtraMile brand that complemented the Chevron corporate brand. A brochure providing an overview and benefits of the offer, and videos showcasing consumer and pilot retailer reactions to the new c-store concept engaged the dealers. Discovery Day materials that provided more information about the offer piqued their interest. And monthly promotional overviews and sell-in sheets keep new franchise owners informed, in stock and engaged.
In the first 18 months, 195 franchises were sold and 360 ExtraMile stores were opened. Convenience Store Decisions named Chevron’s ExtraMile the 2008 “Chain of the Year.” Convenience Store and Petroleum ranked them #1 in first year as a franchise. Mystery shoppers ranked ExtraMile #1 in 2007 and 2008.
