After nearly 40 years of “makin’ power” with formulas for racers, the “Mad Scientist” at VP Racing Fuels appears to have found the magic formula for making profits, according to VP’s retail branding partners. More gallons, bigger margins and customer-centric service have been their reward according to station owners who have switched to the VP brand.
“I just have to say ‘Wow!’ I had no idea there were so many customers looking for race fuel and VP performance products,” said Mike Frank, owner of TMT Inc., which converted nine stations in Dallas to the VP brand earlier this year. “Sales are up at every store we branded VP, but what really amazed me was the extremely loyal following of the people looking for VP products. This has opened up an entirely new revenue stream that no other company in the industry has any idea about. What’s exciting from a retailer’s point of view is the combination of high ring and high margin. Plus, the products pretty much sell themselves.”
“In terms of sales one of our stores has actually doubled its volume while the smallest sales increase we’ve seen is 10% at two locations where each had new Quik Trips open just down the street. Now my biggest concern is staying on top of the stores’ inventory so they don’t run out of product!”
Doug Coziahr, Retail Sales Manager for Sapp Brothers Inc., has seen a similar increase. “At a BP site that we purchased in Lincoln, Neb., I saw the opportunity to create more of a destination instead of a typical c-store by branding with VP Racing Fuels. We developed large window clings, murals and other materials to market the brand throughout the store, then we brought in five-gallon pails of race fuel and VP-branded apparel.”
“This site had been moving around 24,000 gallons per month and within the first few months after converting to VP, the site has doubled its gallons,” said Coziahr. “The VP products created more profit centers and consequently a higher ROI for the store. Many new customers inquire about local races and pick up a VP shirt or hat and some snacks before they go to the track. I would strongly encourage people to consider branding with VP Racing Fuels.”
“It’s a pleasure to team with a brand that is hip, innovative and different,” Frank added. “The idea that a brand is actually interested in helping us make money and not just acting like the gas gestapo is refreshing. It’s a pleasure to hear from my VP rep, as I know he’s calling with ideas and suggestions as opposed to complaints and nitpicking. I’ve been in and around this business my whole life and these guys get it.”
VP Racing Fuels is best known as the World Leader in Race Fuel Technology, fueling champions in virtually every form of motorsports on land, sea and air since 1975. VP is the Official Racing Fuel of Tudor United SportsCar Championship, AMA Supercross, World of Outlaws Sprint Cars, TORC-The Off Road Championship, NHRA Championship Drag Racing, and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.
As part of its retail branding program, gas stations/convenience stores across the U.S. are being branded as VP Racing Fuels, with each providing distribution for VP’s other product lines, including ethanol-free VP Small Engine Fuels, formulated for 2- and 4-cycle outdoor power equipment; VP Madditive performance chemicals; and VP/PowerMaster hobby fuels for R/C Racing.