Last month we reported on major refit plans at Parkhouse Jet forecourt in Ardrossan. This month we return to the store to see how the work went and what the results have been.
To recap, Margot Paterson and her husband Andrew have run the Parkhouse Jet forecourt and associated car garage since taking over the business from Margot’s parents. Following a major renovation in 1996 that involved demolishing the family home to make way for a larger convenience store than the small unit that sold confectionery and soft drinks to drivers as they paid for fuel. Fast forward to 2013 and Margot knew that another major refurbishment was required to bring the business up to standard for a 21st century convenience forecourt. Plans included expanding the already impressive food to go offering, extending the chiller space, fully replacing shelving, flooring and tills, and moving from being an unaffiliated independent to part of the Spar network. The only aspect of the store that remained the same in fact was Margot’s long-standing relationship with her fuel supplier, Jet. By not being affiliated to any specific symbol group, Jet retailers are free to trade as they wish. Paul Yates, Jet Territory Manager – Scotland, comments: “Parkhouse Service Station is an excellent site that has been with Jet for many years. Margo and her team are true ambassadors of our brand. The site has benefitted from numerous over the years, with this latest refurbishment project being the biggest and by far the best in terms of its impact on the overall look and feel of the site.” Before the work commenced Margot started buying from Spar so she could use the group’s advice when it came to planning the refit. “They were very helpful from the start,” she says. “I’ve learned a lot already and I’m a better retailer for it. Spar are the same as Phillips 66 in that regard; they are nice and they are approachable. Any issues are dealt with quickly and professionally.”
On time and on budget
So, over a four day period while the local school across the road was on holiday the refit took place, with Margot describing it as a painfree process, thankfully. The work was completed on time and so when the school returned and lunchtime arrived, the kids flocked to the new look store and any revenue losses were minimised. “It was a bit stressful, there’s no denying that”, says Margot. “On the day of the reopening we had a huge delivery but Spar mucked in to help and we got it out and merchandised. When you see two lorries arriving it can make you nervous but the merchandising team were great.” And that was only the beginning. “It’s been fantastic,” says Margot. “Sales are up 9% overall since the work was finished. We’ve been helped by the Spar promotions, which are great. And on top of all that fuel sales are up too.” This is perhaps one of the more surprising aspects of the refit as Margot has long had to contend with an Asda forecourt nearby the shop. “That’s life,” she surmises. “We will attract new customers now though, I’m sure of it. It may take time but we’re beginning to see it already.” To say the store has been overhauled is putting it mildly. It looks fantastic; clean, bright, a little larger than before, with the shopping experience greatly enhanced. There is still a huge focus on food to go with eight microwaves on the back wall, along with a Tchibo coffee machine. A new bank of closed door chillers has allowed the shop to improve its fresh and chilled offering, while the new tillpoint area makes follows the recent Spar practice of offering baked goods.
The exterior of the shop has also been smartened up, with Margot saying the new Spar branding will help entice customers. “Everything just looks so much better now,” she says. “Food to go has been a stand out for us and with the new section so much more so. Coffee has been performing well too, and soft drinks. Frozen and chilled have also being doing really well.” Yates too was impressed when he saw the new look store, telling SLR: “I visited site recently and the shop looks fabulous. They have replaced all the fridges and the new ones look brilliant. The overall design means that the fresh and chilled produce is well displayed, making it easy for customers to browse and choose what they need.
School Rush
This family-run business comes alive at lunchtime with school children from across the road, who purchase a huge array of hot or cold items from the forecourt shop. The staff do a marvellous job of helping the children with their purchases, assisting them with heating of products where required and generally making sure they are safe.” Throughout it all the fuel side of the business continued to perform well and while Margot was keen to sign up to Spar, remaining part of Jet was integral to the future plans of the business. “Jet have always been very good with us, and they have certainly become more visible in the last year, they’re doing more with retailers, looking for sites. It’s all very positive.” Margot also says she wouldn’t hesitate to recommend Jet to other forecourt retailers. “I have done in the past. You can trust them; they have assets, they own a refinery so that tells me that I’ll never be left high and dry.” Yates adds: “Our dealers often tell us they like the fact that Jet helps dealers to retain their independence, but at the same time benefit from being part of a bigger fuel brand. We respect that our dealers are capable and independent businesspeople and that our job is to listen and communicate with them and support their needs as best we can. We don’t tell our dealers how to run their business – instead we aim to help them succeed, with ongoing advice and support.”
The refit, looks to have been a success and while a hugely significant investment has been made at the Peterson family’s expense, Margot is confident that the long term future of the business is secure – and that is the fundamental reason for the refit. Margot and husband Andrew’s two sons both work for the business – Calum in the shop with Mum and Ewan in the garage with Dad. Margot says: “This is a family business and this is an investment in our future. Perhaps if the boys had wanted to do something else then we might not have bothered carrying out such a significant development but this gives them a platform.” Customers have been happy too. “The feedback we’ve had has been fantastic. It’s really positive to hear that from your customers.”
