“2 ¢ Worth from 2 C-Store Vets”
Richard Meyer, New Berlin, WI
The
co-authors of this article are Sam Jacobsen and Dick Meyer. Sam is a co-founder and past chairman of the
National Association of Convenience Stores (NACS) and also founder of the
Middleton-based PDQ Food Stores; he opened his first store in
So
many are riddled with gross inaccuracies that we thought your readers should
have a few “fair and balanced” facts for evaluation. In talking about the minimum mark-up law in
1.
The
highly competitive independent c-store operators are very motivated to sell the
lowest price fuel possible because history has shown their margins per gallon
are in a close range despite selling price.
NACS reports the gas margin averaged 12.7 cpg
in 2001, which is the same in 2004 despite the average price at the pump being
up 33% between 2001 & 2004. Understand, too, that c-stores buy their gas on
the “open” wholesale market and have no control over the world-wide high cost
of gasoline delivered to the pumps.
Meanwhile, since more customers are paying with
plastic and c-stores pay about 3% of the fuel selling price to the credit card
companies (and over 50% of fuel customers are using credit cards to purchase
fuel), the only winners in this scenario are the credit card companies that
resist working with the c-store industry on a more equitable fee arrangement. One might do the math on 10 gallons x $3.00
gas = $30.00 x 3% to the credit card company.
That’s $.90 cents per fill-up or 9 cents per gallon to the
banks.
2.
NACS
reports there are 138,000 stores in the
3.
One
more fact, we should note, the Industry average cost of equipment and
improvements to sell fuel approximates 8 cents/gallon and that’s only fixed
costs.
4.
Omitted
in much pseudo “research”, too, is a fact of corporate existence - c-store retailers have partners, including the
Federal and State income tax authorities that can assess about 42% of whatever profit is made The Shareholders who took the financial risk
would like a reasonable return. What may
be left over can be referred to as “gassing up” the economic machine – with
capital improvements, new growth, better service and added employment.
5.
Finally,
many reporters’ thesis repeatedly refers to “guaranteed profit” to the
retailer. They could not be further from
the truth. The 6% law only refers to a
mark-up margin before operational costs are calculated. The reader is lead to understand the 6%
mark-up represents the store's “profit” on gas.
Wrong. Gross profit is the amount
you have to pay all your bills - little things like the wages of the Industry’s
approximate 1.5 million employees, rent for the $1 million + “convenient”
corner fuel sites, utilities, etc.
Convenience
stores are one of the few remaining entrepreneurial landscapes in our great
country. During our post 9/11 economy,
including our trials with