Open store in gas station is an alternative to malls and street

Sao Paulo-the high flow, the capillarity (there are about 40000 in Brazil), and greater agility in deployment, the fuel stations have become an important via the expansion franchises. The trend, for the Brazilian Franchising Association (ABF), is that this movement if accentuate even more in the coming years, with the transformation of these spaces into real shopping centres and services.
"This type of business will grow a lot from now on. It is a phenomenon that is already occurring in large cities, but still has all the interior and the highways to conquer ", says the Director of market intelligence, Claudio Tieghi.
This growth is due, according to him, the change in the profile of activity of the posts, which have become a center of services and attracted the attention of franchise networks-driven movement, in part, by reducing the margins on fuel sales. "In recent years the margins were tighter, which made the owners of these establishments seek to develop new business areas", complete the Executive.
The vision is shared by the Manager of network expansion Multicoisas, João Carlos Altieri, who claims that this movement is recent and gained momentum in the past five years. "With very tight margins, are seeking other ways to monetize, which is very positive for the franchises and creates a great opportunity for expansion," he points out.
With five units within these spaces, the first one installed for over twenty years, Altieri ensures that the model will be a major bet for the company''s growth going forward. "The trend is to increase our operations in posts. Today, of the total number of stores they represent less than 3%. For the next five years, we want this piece go up to close to 10%, "says, completing that, despite still not having any contract signed for units in place, there is a big demand of franchisees interested by this format.
Partnership is the way
Even more aggressive in this strategy, the franchise network of swimming pools and accessories iGUi began in August this year partnered with the Ipiranga, focused on implementation of their Nice kiosks. According to the Director of flag, Alessandra Luchi, the main advantage with the agreement regarding the price of the rent. "The Ipiranga we offers discounts ranging from 50% to 70% in the price of rent (depending on region). On the other hand, they don''t have to worry about default rates, since the negotiation takes place directly with the franchisor, and don''t have to worry about do the prospecting for new tenants.
The partnership has already secured the installation of 26 franchises of the iGUi at Ipiranga and the prospect is of a sharp growth. "For this year we have seven more units to be implemented in posts. We still more 12 franchisees with the site already chosen, but in the process of documentation and contract, with the opening planned for 2017, "he says.
For Tieghi, ABF, is precisely one of the best ways to expand to posts. "The opportunity to do a deal in volume, with some stations network, is an excellent strategy. Because this is able to make a larger planning, analyzing the regions in which the network operates, and all this with differentiated trade conditions, "he says.
Despite the agreement, Alessandra says the expansion for posts is positive anyway, and that the main benefit is the greater flexibility in the deployment of the operation. She tells that to install a new store on the street, the average time spent is three months. Already in the units within the posts, the process is completed in 15 days. "The posts already has a basic structure, which makes it easy enough," he says. "In addition, there''s the matter of capillarity, i.e. always has a Ipiranga in any region, we thought we''d expand", concludes. According to her, the network of stations has today more than 6000 units all over Brazil.
The greater ease in deploying business also is cited by Bread bakery franchise chain to Go as one of the main strengths of the strategy. The building is today the biggest obstacle to the expansion of our business. The posts already has that part ready, "says company founder, Tom Ricetti. The company installed last month his first drive into a gas station in the city of São Carlos (SP). According to the Executive, the network also has two other contracts signed in this format, one in the same city and another in Atibaia (SP).
In comparison with the traditional model of Bread to Go, called Drive Thru, the shops at fuel stations are more compact, and require a considerably lower investment. Ricetti account that while the initial contribution to the deployment of the first revolves around 290,000, R$ for the second the value drops to approximately 160,000 R$.
Larger flow
According to him, another advantage is the flow of customers, which is higher in posts than in stores. The founding partner of the consulting firm specializing in franchising Group Bandyopadhyay, Claudia Bittencourt, also signals to the guaranteed flow as a key differentiator of the posts. "The big advantage to the franchisee, which is reflected also in the franchisor, is a stream that is still within the post," he says.
The consultant network expansion Take Pizza, Onofre Ahmad, goes even further, and points out that the fuel stations will ensure greater visibility to the business. "These spaces have a visitation too large, which generates a good visibility for the brand, which will be remembered by users of these sites," says
With only one unit of fuel stations, Ahmad claims that another advantage of the format''s greater security, compared to street''s shops. "As our trade is of 5:00 pm to 11:00 pm it is interesting that we are close to businesses that operate during this time too," he says. On the benefits, the Commission points out that the network plans to inaugurate new units in the model, despite still not having anything effective.
Despite the advantages of ABF, Tieghi ponders which is fundamental to the public before deploying the franchise. "The need to bring products and services that have synergy with the consumer who frequents your space, and to enhance the image of your business," he says.