NightOwl spreads its wings to bigger stores
August 9, 2011
Convenience store retailer NightOwl is stepping into new territory, expanding its offering to large convenience stores.
The NightOwl brand, with convenience stores across Queensland, NSW and Victoria, has traditionally run in smaller retail spaces of up to 150m2.
Its focus has been on customer service, convenience and choice.
However, a new growth strategy has NightOwl branching out into the realm of larger convenience stores of up to 500m2 called NightOwl Super, offering a larger range of groceries, fresh food and deli items and a more in-depth shopping experience.
Its first-ever NightOwl Super store, located at Torquay in Hervey Bay, Queensland, took over from a former Foodworks and has been a stunning success for the group – so much so that another NightOwl Super store, formerly an IGA, opened in Slade Point, Mackay this month.
NightOwl franchisor Adam Adams says the company’s new growth strategy includes further expansion of the traditional store size, as well as the new super-sized stores.
“It’s a very exciting time for NightOwl. The NightOwl Super stores will be a fundamental part of moving forward and strengthening the overall brand,” he says.
“It’s important for a business to evolve. NightOwl has seen the opportunity and acted on it.
“NightOwl is a well-known and respected brand so our customers know that when we provide a bigger offering to them, they can trust it will be done with the same focus on customer service, value and convenience.”
Adams says the new larger stores offer more choice and therefore more value to its customers.
“The demand for convenient shopping only continues to grow. This expansion is expected to be of a great benefit the group, giving us a fantastic hands-on insight into how we can deliver on more choice, more value,” he says.
“Our increased buying power will give us the opportunity to work with large suppliers and a greater product range, which means we can sell our products at a more affordable price – and that’s something that is more important than ever to consumers right now.
“Buying well is the start of good retailing. Good retailing is very much about understanding what your customer wants, when they want it, merchandising it well so that they can find what they want quickly and give value for money.
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New stores continue to perform ahead of our expectations. Looking ahead, we remain focused on expanding our store base, driving comparable store sales growth, growing our direct business and making further progress on key operating initiatives which we
However, a new growth strategy has NightOwl branching out into the realm of larger convenience stores of up to 500m2 called NightOwl Super, offering a larger range of groceries, fresh food and deli items and a more in-depth shopping experience.
But retailers are worried that consumers may be thrifty when shopping this summer, sticking with basic necessities and holding out for sales. That's a popular strategy in tighter economies, but one that hurts stores' profits.
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