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    International News: CBX Launched New Prototype in Poland

    Also, Shell and Migrol will add 120 locations in Switzerland.

    PLOCK, Poland -- PKN Orlen, under the direction of New York-based CBX, recently unveiled its new vibrant, progressive c-store concept in Warsaw.

    Joseph Bona, president of CBX's retail division, said the concept includes strategic brand positioning and revamped corporate identity program. "PKN Orlen sought to raise the design and merchandising bar in c-store retailing and, in turn, leapfrog the competition," Bona said in a released statement. "To that end, motorists using the site's fuel islands will find the adjacent OStop Cafe Bistro' convenience store hard to miss. Bold colors and backlit columns on the store's exterior provide a powerful visual statement both day and night."

    PKN Orlen is Poland's largest petroleum retailer and sought to distinguish itself from the multi-national competition entering the local market, explained Bona, who added that the company's previous design was a basic, entry level c-store model.

    The new design, explained Bona, features a vibrant grid of product and people photography incorporating "PKN Orlen's iconic shade of vivid red as well as darker and lighter reds, to highlight the overall foodservice area," he said.

    "Inside, we designed a layout that drives more customers through a new and improved foodservice offer to generate higher sales and profits," Bona said in a released statement. "Coffee to go, a new and expanding category, is located near the entrance, immediately enticing customers with the sight, sounds and aroma of freshly brewed coffee. A well-stocked newsstand with periodicals also tempts customers to spend a moment browsing."

    In other news, Shell Switzerland today announced it signed an agreement with Migros-owned petrol station and forecourt store operator Migrol. The partnership will result in at least 120 stations in Switzerland under both the Shell fuels offer and Migrolino forecourt store banners.

    The stations formerly sold fuel under the Migrol brand. Shell also announced plans to convert the forecourt stores at its 50-70 largest petrol stations to the Migrolino banner within the next two years.

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