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HEAS Energy Business Accelerator Team

HEAS Energy: BATeam Helps Increase Profitability at Store Level

BATeam helped HEAS Energy to increase top-line gross profit by $400 per day/store with a multi-tiered approach including promotion assessment, exterior POP placement, more strategic messaging.

About HEAS Energy

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

 

Why BATeam

Shiv Patel, Owner and Operator, has been operating successfully for a few years with a skeletal staff and is now interested in store growth. In addition, Express Lane is competing with Wawa and Sheetz, both with very successful operations. There is a need to source outside expertise to provide direction beyond the current business skillset.

 

Areas of Need

HEAS Energy’s primary need is to improve merchandise sales and margin to generate significantly more top-line gross profitability. Although over 50% of Express Lane profit is generated from merchandise sales, current bottom-line net income success is driven by gaming.

 

Business Challenges

HEAS Energy is facing challenges with improving top-line sales and profit while competing for market share with strong retailers such as Wawa and Sheetz.

 

Objective

HEAS Energy has set a goal to increase top-line gross profit by $400 per day, per store. This is a very aggressive goal, but a necessary one to enable the business to be less reliant on gaming.

 

Approach

BATeam deployed a multi-tiered approach focused on:

  • Concentrated effort behind what to promote for greater loyalty and c/ctns,
  • Updating exterior POP placement to organize and clean-up the outside look
  • Improving interior messaging to be more strategic and targeted against high velocity items
  • Removal of all unnecessary vendor signage which adds to the cluttered and unorganized appearance.
  • Target Electrom sign-ups and push out messages to drive loyalty.

 

Results

BATeam helped HEAS Energy to increase top-line gross profit by $400 per day/store.