Convenience Store News - July 2017 - 71

sub-objectives for the project:
* Develop a redefined concept definition for a
world-class c-store;
* Develop an enhanced brand positioning and new
store design for American Natural;
* Create a new interior layout that optimizes operations and products, including 3-D branded design
concepts; and
* Develop strategies for visual zone merchandising
and customer communications.
To begin, King-Casey used its proprietary COZI
(Customer Operating Zone Improvement) methodology
to audit American Natural's existing stores and determine how well they represented its desired brand positioning and attributes. COZI is an analytical assessment
process that focuses on the customer and how retailers
utilize "zones" to create an effective environment.
Looking at American Natural's stores through the
COZI lens, King-Casey identified several areas in
need of improvement and, thus, opportunities for the
new prototype.
For starters, the American Natural logo had a distinctive font for the name, but used a range of shapes,
including ovals and rectangles, on an inconsistent
background. Also, the company's identity was distinctive, but skewed to a male image, therefore neglecting a fresh food and female focus. Lastly, American
Natural had a molecular icon to represent its compressed natural gas (CNG) offering, which was distinctive yet underleveraged.
At the Approach Zone and Forecourt, King-Casey
found that American Natural's primary signage
only supported the fuel side of the business, without
addressing its highly critical "The Eatery" program.
Additionally, the CNG differentiator on its primary
sign and at the pumps did not stand out from other fuel
choices, merely blending in. American Natural - which
operates a wholesale petroleum distribution fleet -
offers gasoline and diesel in addition to CNG.
Moving into the Food Service Zone, King-Casey
identified the need for a major upgrade. Upon walking into "old" American Natural stores, the first thing
customers saw was the same thing they'd see in every
c-store: racks of candy and potato chips. This zone
needed to become the showcase and center of attention
for the new store prototype, Blackiston explained.
"Foodservice should be the first thing you see when
you enter the store because American Natural is all
about fresh, delicious food," he said. "We even recommended that they showcase food equipment that

The new store design incorporates a lounge area that entices customers to stay awhile.

underscores the 'fresh choice' concept, such as espresso
machines, a rotisserie grill, and pizza ovens."
ON THE ROAD TO SUCCESS

American Natural's new prototype debuted just outside Pittsburgh last September. The chain plans to roll
out the new store design with future locations, and has
begun implementing King-Casey's recommendations at
its existing stores, too.
"New" American Natural stores highlight The
Eatery's bevy of fresh foodservice options. Taking an
upscale approach, the offer includes made-to-order
premium sandwiches, gourmet salads, baked-fresh pizzas, and toasted paninis. There's an in-store barista as
well, while sweeter fare includes homemade ice cream
and hand-scooped milkshakes.
"The core value of American Natural is choice,
which the new prototype offers not only in types

WWW.CSNEWS.COM | JULY 2017 | Convenience Store News 71


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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
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Convenience Store News - July 2017 - 5
Convenience Store News - July 2017 - Contents
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Convenience Store News - July 2017 - N1
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