Following his first store’s conversion to VP, Awada saw an immediate improvement in his business metrics, all heading in the right direction – up. Since rebranding to VP, that first location surpassed Awada’s goals, with increased traffic and growth in gasoline sales from 70,000 gallons per month to 220,000 gallons per month!
Soon after converting and seeing the results, Awada decided to convert one of his Shell-branded stations. Another significant jump in gallons was reached, from 60,000 gallons per month to 130,000 gallons per month. Awada was on a roll. So he did the natural thing, he converted a third store, and the results were as impressive as at the first two stores. And a fourth reimaging is in the works, bringing all of his locations under the VP Branded umbrella.
C-store sales have also seen a boost, with in-store sales up 100% across Awada’s locations. Part of this in-store success can be traced to the rejuvenation of the automotive section of the store with the addition of VP’s professional-grade consumer products and promotional products, including Madditive® fuel and oil additives, motor oils, and outdoor equipment fuels and lubricants, plus VP-branded gear. Another added boost is having the exclusive right to place a cage outside the building, where one can find VP Race Fuels, which attract a new customer and provide high-margin sales.
Awada gives a good deal of credit to VP’s consultation and marketing support, and lifestyle identity. He says he has never experienced such professional assistance and tips his hat to VP’s 45-year racing heritage and unique lifestyle cachet of his new stations.
The crowded gasoline station marketplace in Southern California hasn’t become less challenging for any operator, but Awada feels he now has the edge over others. “Competiton remains strong and plentiful, says Awada, “however, now I feel I’m the strongest.”