The C-Store Spotlight section aims to highlight Cenex retailers setting themselves apart from the competition through unique offerings and programs. Has your site been successful with a specific consumer-facing approach, program or product offering? Send your story to refinedfuelsmarketing@chsinc.com.
Eagle Stop’s On the Fly Market and Loyalty Program Prove Successful
Differentiating your store from the competition is more important than ever in a time when consumers continue to expect more from the businesses they support. This is why Gier Oil’s chain of Eagle Stop stores decided to reevaluate how they meet customer’s needs.
“We asked ourselves what we could do better to differentiate our stores, and that led to improvements of our food offerings and loyalty rewards program,” says Jon Siron, food director, Gier Oil. Siron has previous career experience in the food industry and his hiring to lead Eagle Stop food programs is what led to On the Fly Market.
Nearly 30 Eagle Stops have an On the Fly Market with varying capabilities and offerings. Siron recommends assessing your locations to determine what kitchen improvements are possible and then work with the county to meet guidelines and execute.
On the Fly Market was created from the desire to offer food beyond typical gas station offerings. The rural communities Eagle Stops serve don’t have robust restaurant offerings, so the market is trying to fill that gap by offering barbecue home cooking, deli sandwiches, salads and daily specials, like taco Tuesday.
“Our On the Fly Market is a good fit for smaller, rural towns that don’t have many food options nearby,” Siron says. “And with our loyalty program, we have goals of being able to invest money back in our communities.”
When the updated loyalty program launched in November 2019, thousands of people signed up. Today, it is estimated that nearly 25,000 people across their footprint have joined.
The loyalty program is designed with a tier style based on number of visits. From there, customers can earn fuel discounts or points for free in store products, such as coffee or Godfather’s Pizza.
“A lot of people don’t know us as the Eagle Stop, they know as the Cenex,” says Kaitlyn Barnwell, marketing director, Gier Oil. “And that’s special when your business is the local gathering place in town; it fosters community. People have really been enjoying our loyalty program because it is designed to benefit locals.”
If you are interested in exploring new in-store offerings or programs, contact your local Cenex Representative or Retail Specialist to learn more.
