With over 444 stations across the country, Circle K (formerly Topaz) is Ireland’s largest fuel and convenience brand. Circle K sought to enhance their forecourt offering in the Irish market. Pathfinder and Circle K began a strategy development process that considered how it could increase the value for Circle K and channel partners, by enhancing its customer offer while also addressing the opportunities and challenges facing the sector on the future of fuel.
A new channel strategy was developed and a franchise model for dealers was designed, leveraging Circle K’s understanding of customer needs and the trend towards healthy ‘on the go’ convenience foods from their successfully established Re.Store offer. Pathfinder worked with Circle K to put the new processes and operating model in place to support the new franchise offer. Topaz has now gone live with its first franchise customers and it is outperforming expectations. There is a strong pipeline of new sites under consideration with the channel well-positioned for future growth.