Sheetz Case Study

Creating a New Category

The Challenge

Sheetz, a 50 year-old, $2B, family-owned convenience store chain, saw the reliability of its main revenue and profit streams being reduced by intense competition, gasoline price fluctuation, and cigarette tax increases. The company recognized that to overcome these challenges, it must re-think its business model and shift its focus from gas to food. Subsequently, Sheetz set out on a journey to transform itself into a Quick Serve Restaurant destination.

Our Solution

Prophet used extensive primary and secondary research to help determine whether the new concept was relevant to customers and identify how Sheetz should reposition itself in order to compete effectively in this new category. Additionally, Prophet developed an aspirational brand identity and positioning as an outgrowth of the research and helped determine how the customer purchase process and expectations should differ between the stores of today and tomorrow. Using insights gained from focus groups and other forums, Prophet helped illuminate those touchpoints that would be most critical in overcoming perceptual barriers and creating the ideal customer experience. Prophet provided Sheetz with a detailed roadmap for bringing the new brand positioning to life across touchpoints within concept stores as well as a bridge plan for transforming existing locations.

Results

Sheetz has integrated Prophet's recommendations regarding the ideal customer experience, naming, visual identity, and brand architecture into its new store concept.