The Growing Appeal

Introduction .

Real state locations are becoming hard to acquire and business are considering expanding in nontraditional locations. Industry experts identified expanding franchised businesses’ presence in non-traditional locations. Non Traditional business venues present opportunities and challenges at the same time.( Mazero and Trigg, 2011).

Lessons for any Retailor

Any retailer can learn from The Growing Appeal of Nontraditional Retail Locations Case. A franchisor should be willing to adjust its model.( Mazero and Trigg, 2011). Flow of customers to Camden Food stores which are situated in the airports fluctuates. Customer numbers is affected by a number of things. Weather, flight delays, number of flights, flight delays and cancellations make it hard to know the number of expected customers. These also make customers not to have their normal eating patterns. Camden Food made it a policy to stay open despite flight’s standings. QuickTrip set up a self-service location to keep up with the number of customers before events and during breaks (Berman and Evans, 2013).

Nontraditional business venues give a good branding opportunity and captive consumers. QuickTrip acquired naming rights of the Grand Prairie AirHogs league baseball stadium cemented their brand. Royal Farms which was operating 24 hours a day created a large customer base in the campus. Ellie Kemper, who act as a receptionist on NBC’s show “The Office” has nostalgic of Wawa College store. It is Wawa that holds her adoration. Airport Plazas’ President and CEO said airport is a captive market for them. (Berman and Evans, 2013).

Non-traditional avenues offer limitations. QuickTrip could not sell hot dogs because it was sold by different concessioner. Third parties are involved so arrangements are made. QuickTrip worked with other sponsors of the Sprint Center. They are Price Chopper supermarkets and United Missouri Bank partnering with in-house ATMS and local MillerCoors distributor. The Nambe Falls Travel Center had to involve a tribe’s governing body. (Berman and Evans, 2013).

They present new opportunities and makes doing business cheaper. QuickTrip uses Levy Restaurant cash handling and point-of- sale handling system. It’s a win-win situation for the both business. Levy Restaurant benefit get a percentage of the sales and QuickTrip don not have to make deposits. Tribal land could have been idle but as a result of Namble Falls Travel, it generated finance. No excise tax is paid hence reducing cost of business. (Berman and Evans, 2013).

They offer more privileges and packages to the customer. Native Convenience stores are built in conjunction with other undertakings such as a casino, hotel or more retail developments. Nambe Falls Travel Center has a postal station as well as a convenience store, Java City coffee bar featuring a fireplace, free Wi-Fi and flat