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After acquiring 25 Jack in the Box locations in Texas and Louisiana -- all with the Quick Stuff Convenience brand attached to them -- Stripes LLC, the retail arm of Susser Holdings Corp., faced the task of re-branding the stores and incorporating traditional Stripes elements into a smaller, co-branded format.
The renovation of the 2,400-square-foot c-store portion of the space, done by an in-house architect, started inside with the coffee island. Instead of ordering new casework to replace the black steel in place from Quick Stuff, the company used an Electrostatic Painting (ESP) process to refinish the exterior with its tan colors, a more cost-effective solution. The company also added its high-resolution graphics package to the coffee area and fountain, as well as above the cooler doors.
Also at the fountain, ceramic tile was removed, and a substrate wall built to hold the brand's wall graphics. Similar to the coffee island, the store used ESP to change the black casework to blue, and installed a new FS-30 fountain and ice-maker, offering 32 flavors and flavor shots.
Additionally, the after-hours cash drawer was replaced with a modified counter top, allowing for more surface area at the point-of-sale, and with slight modifications to the cooler doors' external condenser unit, two frozen foods doors changed to refrigerated coolers, providing two additional doors for packaged beverages.
The exterior challenge involved replacing the Quick Stuff signage with Stripes, while still blending with the existing co-branded Jack in the Box signage. Additionally, the company designed and constructed a Stripes mansard on two sides of the building, also focused on blending with the other branded aesthetics in place.