New concept for convenience

A US petrol retailer is bringing out a new retail concept targeting the convenience store “connoisseur”.

The store concept for Dupont Company subsidiary Conoco is called Breakplace and has been created by Lippincott & Margulies in New York.

Breakplace is aimed at consumers using the same convenience store 14 times a month and who think of the store as a destination. The consultancy handled the naming, identity and interiors for Breakplace which is being trialed at three sites and will be rolled out to all new franchises. There are currently more than 4000 franchises operating.

Conoco is based in Texas with branded petrol outlets in 25 states across the US.