About HEAS Energy

17 stores branded Express Lane, operating in Richmond and Lynchburg, VA. Typical c-store layouts and product assortment, all stores have fuel (3-5 MPDs) branded by 76, Shell, Mobil, and Exxon. 10 stores operate with a full kitchen, offering a wide variety of breakfast, lunch and dinner made-on-premise offerings. EL is known for it’s Fried Chicken and associated daily specials, entrees and side dishes.

Why BATeam

Owner / operator Shiv Patel has been operating, successfully, for a few years with a skeletal staff and is now interested in store growth. With that being said, Express Lane is competing with WAWA and Sheetz, 2 very successful operations. There is a need to source outside expertice to provide direction beyond the current business skillset.

Areas of Need

Primary need is too improve merchandise sales and margin to generate significantly more GP$ from the top of the financial. Although over 50% of EL profit is generated from Msde sales, current bottom-line net income success is driven “Other Income Gaming”.

Business Challenges

TBD

Objective

The goal is to increase top line GP$ by $400 per day p/store. This is a very aggressive goal, but a necessary one to enable the business to be less relient on Gaming.

Approach

Multi-tiered approach: new concentrated effort behind what to promote for greater loyalty and c/ctns, exterior POP placement to organize/clean-up the outside look, interior messaging must be more strategic and targeted against high velocity items, remove all unnecessary vendor signage – adds to the cluttered unorganized appearance. Target Electrom sign-ups and push out messages

Results

TBD