Pioneer Exchange

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Continued from page 7 Merchandising Categories Eli is looking at categories, and specific products. “If we’re selling 10 units of an item per store per year, I question the value of carrying that product. I already have SKUs on my watch list – we need to actively manage our merchandise assortment and maximize the value of our retail space. We are also working with our beverage vendors, talking about our coolers and looking at opportunities to change the mix based on market demands. What was hot last year may have lost its luster this year and we always want to stay relevant with our customers. On the innovation front - I’m excited about some of the new products I have seen for 2017. We will work with our vendor partners to keep the innovation pipeline as full as possible at all times, and with Parkland’s Marketing team to drive customers into our stores.” Information Technology “While we do have access to sales data, I am excited about some of the IT initiatives focused on improving Retail’s reporting capabilities. At some point I want to have simple access to reliable sales data nationally, regionally and by store. Parkland has created a committee focused on Parkland’s retail reporting systems, and I’m pleased to be a participant.” While he has lots on the go, Eli says building strong cross-functional partnerships and understanding what’s happening at site-level is a top priority. “I am very big on collaboration because I know no one person can do it alone. When I’m out in the field, I really am looking for candid feedback. The big thing for me is trust – Retailers will need to trust me, and I need to trust them with an understanding that our goals are aligned around the customer.” Eli lives in Thornhill with his wife of 11 years and seven-year-old son, spending much of his offwork time in hockey arenas. COVER STORY Customers ‘awestruck’ with the transformation in Orleans The interior and exterior (pictured before) are a stark contrast to the changes made during the refresh and conversion to On the Run branding. The construction team designed the conversion for ease in implementing updates as the OTR brand is enhanced. On the Run (OTR) has officially arrived at Pioneer, and Orleans Pioneer Retailer George Zidan couldn’t be happier. “It’s beautiful, we have so many new things in the store I’m still trying to adjust,” says George, whose site was the first to be converted to On the Run since Parkland acquired the brand from Imperial Oil in October. “We have the same square footage, but a much larger product range with more shelving so it is much more organized. And when you walk into the store, you can see everything we offer. Before the conversion, our cash counter was right inside the front door so all you could see were chocolate bars.” New to his store are coffee and pastries, a f’real milkshake machine as well as a range of sandwiches. “We are already seeing a big difference in sales. The sandwich program is very popular, as is the f’real machine. I’ve got pastries displayed on the counter so customers will see we have that along with coffee now.” Territory Manager Rick Bairstow says customers walking in since the renovation was completed look awestruck when they come through the door. “You hear things like ‘amazing’, ‘beautiful’. The transformation is stunning.” The conversion included refresh-style treatment to the gas canopy and islands to provide vehicles for merchandising the new range of products offerings. Both Rick and George say the appearance of On the Run at a Pioneer location has raised questions. “Some customers are asking if this means we will be changing to Esso. I just tell them no, that we are going to remain Pioneer and that Pioneer now owns On the Run. They like that.” George says he and his staff also enjoy the new layout, which is easier to maintain. “I spend more hours at the store than home now, which my wife is not happy about. There’s more to do, more to talk about with customers and we are definitely going to make more money. “The walk-in cooler looks much better than before, with all the beverages in one place. The LED lighting really makes it stand out and people are drawn to it for sure.” Although the store has only been open since early December, sales are climbing steadily. “As the community becomes more aware of what we have, I know sales can only go up,” adds George. As Rick puts it, the store has suddenly emerged from the 1970s into the 21st century. A second OTR conversion, this one in Orillia, was completed just in time for Christmas. Watch for details in the next edition of the Pioneer Exchange. PG. 8
Making OTR #1 is the goal Rob Geleynse: “Over time you will see a lot more OTRs under us than had existed under Imperial.” Rob Geleynse pictures a time when On the Run (OTR) will be the leading convenience retailer across Canada. He had been managing the franchise network at Imperial Oil for almost four years when he learned the business had been sold. That’s when he decided to approach Parkland – which operated 19 On the Run franchises – about helping to lead the charge into a brighter future. “It’s been great coming here because we are managing the business with a different mindset,” says Rob, who joined Parkland in July as On the Run Franchise Program Manager. “At Imperial, they had already decided it was not a focus area so we were in administrative mode. Here, we’re looking to expand.” Starting from a base of 80 franchisees who came to the Parkland family in the acquisition, Rob will be reaching out to potential franchisees with one of the strongest convenience brands in the industry. “I already have Territory Managers coming to me with dealers who need a strong convenience business to put in their backcourt. These are people who know the fuels business, but may not be as strong with convenience. We give them everything they need – a trusted brand, store design and layouts, merchandising expertise and lots of support.” He says growth of the brand will come both through franchising, and conversion of existing Parkland stores including Snack Express, FasGas and Verve. National network plan key part of new role Taha Hasan: “While experience may have served the business well in the past, growth on a national basis is better managed by looking at what the numbers say.” Taha Hasan is moving future site development in a fresh direction as Manager, Network Development and Construction. “We are changing the way we do business on this front,” says Taha, who joined Parkland in July, bringing seven years’ experience at Imperial Oil where he got to know the On the Run business intimately in a variety of expanding roles. “Rather than looking at each project as a one-off, we are creating national design standards that will set the bar for all of our sites, taking into consideration the layout, design engineering, vendors, and most importantly the customer experience.” Taha is charged with managing the construction group in Ontario as well as creating a multi-year network plan that will guide capital spending. This includes compiling data on sites needing redevelopment, renovations and various levels of maintenance. “We’re reviewing a lot of data that is driving what we are doing, rather than going on past experience about what has or hasn’t worked. While experience may have served the business well in the past, growth on a national basis is better managed by looking at what the numbers say.” His Imperial Oil OTR experience will be an asset as Parkland rolls out the retail convenience brand on a national basis. Taha’s team includes Project Manager Logan Baker and project coordinator Janet Paul. Taha notes that his team is working on a number of ongoing projects including renovations, tank replacements and maintenance. “We have two to three new builds slated for spring, one demolish and rebuild and many large renovations. In addition we expect to be doing 25 OTR conversions next year. We plan to double the volume of work the following year.” Taha began his career with Imperial Oil after attaining an engineering degree from the University of Waterloo and an MBA from Sir Wilfrid Laurier University. He was married in May and lives near High Park in Toronto. New construction manager on the run Logan Baker: “I know the job from the contractor perspective so that will help me now that I’m on the retailer side.” Logan Baker has literally been on the run since joining Parkland in October as Project Manager, Construction. With one On the Run (OTR) conversion already underway in Orleans and a second about to start in Orillia, Logan was launched into projects that will set the tone for the year ahead. “We will be very busy in the coming year with a combination of OTR conversions, new site builds, and renovations,” he says, noting that each project is a team effort. “Taha (Manager, Network Development/Construction) and Janet (Project Manager, Development) have been awesome in getting me involved right away. I’ve also had contact with people in marketing, merchandising, finance and transport. Everyone’s been great, it’s a real team atmosphere here.” Logan had previously been working with a general contractor specializing in retail development for brands that included Bulk Barn and A&W. “We were doing a lot of conversions at KFCs, turning them into Popeye’s Chicken, and that experience will be helpful here.” “I know the job from the contractor perspective so that will help me now that I’m on the retailer side,” adds Logan, who will be Parkland’s eyes and ears making sure contractors complete their work on time and within budget. Logan takes control of a project once Janet has completed the lead-up work including design and permit approvals. “Once everything is set, I go to tender, award the contract and work with the contractor to keep everything on track.” Logan, who lives in Mississauga but is house hunting in Burlington, studied business economics at Sir Wilfrid Laurier University. PG. 9
Page 1 and 2: DECEMBER 2016 Emad Zidan, brother o
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Page 11 and 12: Bilal, 17, and younger brother Kaam

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