QuikTrip

Stores are given a new look with QuikTrip's signature bright red decor. To compete with oil companies QuikTrip cuts per gallon gross profit to 9.5 cents. QuikTrip Corporation operates more than 325 convenience stores in Tulsa, St. Louis, Kansas City, Wichita, Omaha, Des Moines, Atlanta, Phoenix, Dallas, and smaller cities and towns in nine states. Each QuikTrip store features a large soda fountain, a coffee bar, the company's Quick n Tasty and HOTZI brands of heat-n-serve sandwiches, as well as QuikTrip's private-label gasoline, Redline. In the early 1970s, Cadieux changed the product selection at QuikTrip stores. QuikTrip began to sell gasoline in 1971 as states legalized self-service stations. Cadieux eliminated slow-moving merchandise from his inventory, such as canned vegetables, and stocked a larger quantity of items, priced low for high-volume sales, such as beer, soda, coffee, cigarettes, and candy. QuikTrip introduced a low-priced, private label beer called QT, for 'Quittin' Time,' finding regular customers among college students and blue collar workers. Cadieux registered the QuikTrip name for federal trademark status in 1975. QuikTrip expanded its capacity for gasoline sales in 1980, including the introduction of a private label brand of gasoline, Redline. The company added more pumps at existing stations and installed canopies over the pumps to protect customers from the sun and rain. In order to accommodate gasoline sales, QuikTrip relocated over 100 stores between 1982 and 1988. The units closed tended to be small, neighborhood stores or stores located in small towns, whereas new stores served a larger customer base from high traffic locations. QuikTrip experienced some difficulties in relocating stores, having to grapple with zoning ordinances or local resident opposition. In St. Louis, for example, local laws prevented the sale of alcohol at gasoline service stations; in some cases the law was later changed. Stores under construction included large 'travel centers.' A smaller version of a truck stop, the travel center included a 5,000-square-foot store, 12 gasoline pumps, five diesel fuel pumps with elevated canopy to accommodate large trucks, a truck scale, and a store to serve the needs of truck drivers. Travel centers required a three-acre lot, cost up to $1 million to build, and faced tougher local scrutiny due to concerns about increased traffic and noise. The company also decided to give QuikTrip stores a new, more vibrant look. QuikTrip replaced the earthtone exterior and interior with a bright red. The interior decor featured red countertops and a red quarry tile floor; almond tile on the walls interspersed with painted red sections of the walls to create contrast. Some gold trim maintained continuity from the previous decor. The company also took more care with landscaping around the store. Another method used to attract customers to QuikTrip stores, rather than the competition, involved the installation of Automatic Teller Machines (ATMs). The machines did not dispense cash, but dispensed scrip, a paper receipt which the customer exchanged for gasoline and store goods, with the balance of the amount paid to the customer in cash. This type of ATM machine was less expensive to install and provided QuikTrip with the possibility of impulse purchases. QuikTrip did not charge a fee to use the ATM, though individual banks did. QuikTrip tested the QuikTeller machines in Tulsa, later installing them in all of the company's 290 stores by 1990. QuikTrip began to offer fast foods and fountain beverages at its stores, being the first convenience store to offer a self-serve soda fountain and a self-serve coffee bar. Expensive advertising led the company to phase out the private label beer by this time. In its place the company introduced in 1993 a private label brand of fast food, Quick n Tasty and HOTZI sandwiches. Quick n Tasty heat-and-serve sandwiches included Texas ham and Cheese, BarBQ Pork Rib, and th