Independent owners of convenience stores might be the equivalent of modern-day cowboys. They make quick decisions, deal with hostile, competitive environments and do all this often riding solo. These out-of-the box thinkers make their businesses work day in and day out. One of the best examples of these gas station mavericks is Kent Couch, who owns the Stop and Go Shell in Bend, Oregon.

Couch worked in the grocery business for years and dreamed of owning his own grocery store. Although buying one was out of reach financially, Couch discovered he could afford a convenience store. “I felt it was not a good business to be in, but I wanted to work for myself,” said Couch, so he purchased his store in 1997.

Then came the epiphany. “Once I got in it, I found that you can move so quickly in the c-store business. It didn’t take a lot to change your environment,” he explained.

Breakfast First

For a c-store to reach all potential customers, “You have to make yourself a destination,” Couch said.

“You can create a whole new traffic flow by making yourself a destination. Mom-and-pops cater to the neighborhood, and if you’re on a highway you’ll cater to freeway traffic.”

One of the things that makes the Stop and Go Shell a destination is the food. People heading to work in the morning want a hearty breakfast, and Couch has that covered. “Breakfast sandwiches are done by hand. It’s the real stuff, we crack the eggs by hand. We sell 300 a day,” he said.

The store also houses a sub store, Sargo’s, and if your mouth is watering for something sweet, creamy and cold, the Stop and Go has its own ice cream with candy and goodies, created in front of your eyes on a cold stone.

Couch is always on the lookout for new menu ideas. He and his wife, Susan, attend the NACS Show each year and usually take a post-Show trip to see what’s happening in other c-stores. Couch found lobster rolls at the 2019 Show and liked them. He believes they might sell well on the Pacific Coast, so after some R&D and a $400 investment, he’ll soon find out if Bend is ready for lobster rolls.

On a trip to Thailand, he saw vendors selling food from woks on the sidewalk. Could this be successful at his store? “We now have the equipment and have the menu designed. We’ll do it on the sidewalk out front. You can have chicken beef or shrimp Pad Thai. The key is marketing,” he said.

He’s missed the mark at least once, however. The couple visited New Orleans after one NACS Show and tried crawfish and beignets. “Both were huge failures [in our store]. Our culture isn’t as interested in spicy food. Beignets didn’t work because we have so many good donut choices here,” he said, “but I don’t give up.”

Old-Fashioned Service

The Stop and Go Shell experience begins before entering the building. The gas attendants look like they stepped out of a 1950s movie. With no self-serve gas stations in Oregon (customers are forbidden by law to pump fuel) gas stations have attendants.

Customers are looking for sincere heart in the relationship.

Couch outfits the attendants with white shirts, white pants, black belt, black shoes and a hat—it’s like stepping back in time. “For me it’s a competitive advantage; we separate ourselves from our competitors. We’ve brought back old-fashioned service. You hear people say, ‘the guys with the white shirts.’ They know us,” he said adding, “Customers are willing to pay for the extra service.”

This is more than just a look. The store has a bonus system that incentivizes employees to go the extra mile. Things like giving customers’ children a lollipop or their dogs treats can fetch a $50 bonus. “Employees have to clean the windshield and have to leave the customer with a smile,” Couch explained. “If they hit all the marks, the bonus can go up to $25. If they do the basics and an unexpected service they get $50. We have mystery shops 8-10 times a week.”

It’s important to make sure each customer has a good experience. “We put a lot of emphasis on knowing names,” Couch said. “I think folks want to feel appreciated. Speed is as important as anything—fast and friendly experience with a little heart,” he said.

There’s always a reason for customers to stop in. It could be the food, the friendly fuel attendants in white uniforms—or to see Couch's newest endeavor—the Shell Stop and Go has a little something for everyone. For many, it’s to have an experience that simply makes you feel good.