Convenience Store News - July 2017 - 70

STORESPOTLIGHT
American Natural

A New Culture of
Convenience
American Natural offers its customers fuel
for their cars and their bodies
By Danielle Romano

C

reating "the convenience store of the future"
is no easy undertaking for any industry operator or branding team, but Jennifer Pomerantz,
founder and CEO of Pittsburgh-based American
Natural, and King-Casey, a retail consulting and
design firm, were up for the challenge.
Setting out to become the "c-store of the future,"
American Natural's business model is dedicated to
offering choice in both fuel for people's vehicles, as
well as fuel for their bodies. This model was created
from Pomerantz's belief that today's convenience store
shopping experience has become a "seemingly less
human and unnatural experience," where customers
have traded good food for what's convenient, she told
Convenience Store News.
"American Natural was driven to create a new culture of convenience, a more natural culture. An accessible culture built on the belief that, despite your busy
lives, you shouldn't have to sacrifice what is important
to you and your family," Pomerantz explained. "Better
food. Better service. Better choices. All delivered with a
great sense of community."
ZONING IN ON IMPROVEMENT

The American Natural brand was introduced in 2011
by parent company Cleopatra Resources. With an
acquisition of operating fueling stations and a whole-

70 Convenience Store News | JULY 2017 | WWW.CSNEWS.COM

American Natural worked with design firm King-Casey to improve
brand positioning.

sale petroleum distribution fleet in 2012, the company
established a growing footprint around its Pittsburgh
base. Today, American Natural has 13 stores operating
across Pennsylvania and Ohio.
Seeking a new store prototype for the American
Natural brand, the chain enlisted Westport, Conn.based King-Casey to bring its vision of a "new culture
of convenience" to life. Together, the two organizations cultivated a project objective: to create a nextgeneration c-store design that optimizes sales of freshly
prepared food and beverages, according to Howland
Blackiston, a King-Casey principal who worked on the
American Natural project.
American Natural and King-Casey also had four


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Table of Contents for the Digital Edition of Convenience Store News - July 2017

Contents
Convenience Store News - July 2017 - Intro
Convenience Store News - July 2017 - Cover1
Convenience Store News - July 2017 - Cover2
Convenience Store News - July 2017 - 3
Convenience Store News - July 2017 - 4
Convenience Store News - July 2017 - 5
Convenience Store News - July 2017 - Contents
Convenience Store News - July 2017 - 7
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Convenience Store News - July 2017 - N1
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Convenience Store News - July 2017 - Cover3
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Convenience Store News - July 2017 - U1
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