Hawkstone Associates Inc. dba Triumph Energy has been actively updating stores across its footprint.
“This includes rolling out our new prototype design, expanding and standardizing foodservice operations across the chain, and incorporating dedicated foodservice areas in select remodels,” said David Barkett, director of retail operations, Triumph Energy, which operates 47 stores in Ohio, Kentucky, Indiana and Tennessee. It’s also a petroleum wholesaler representing the Shell, BP, Sunoco and Marathon brands in Illinois, West Virginia and Missouri.
The Cincinnati-based chain has also been adding modernized fixtures, enhanced coffee offerings and making its Triumph Energy brand a stronger presence throughout the stores to create a cohesive experience.
Triumph Energy is a family-owned business, founded in 1981 by Ron Wittekind, who currently acts as executive chairman. Ron’s son, Jason Wittekind, helms the company today as president and CEO.
The chain has grown largely through acquisitions, resulting in locations of different sizes and layouts. As it refreshes locations, it’s deciding which sites need full-scale remodels and which require smaller adjustments to bring the stores into a unified look and feel. The chain is targeting four to five full-scale remodels over the next two to three years while also focusing on the smaller adjustments across 80% of its footprint.
Innovating for Tomorrow
Triumph Energy is also innovating on the tech front. It’s in the process of revamping its loyalty program and planning the launch of a proprietary mobile app. “Internally, we have implemented digital platforms for employee onboarding and training with a strong emphasis on customer service,” Barkett said.
The chain is also investing in EV charging in partnership with a supplier company, with one site up and running and seven more in progress. And it has been testing self-checkout and is continuing to evaluate whether the technology might have a future in its locations.
Recognizing foodservice as a critical part of the future of convenience retail, the chain’s leadership has brought in some individuals to help guide its foodservice strategy. At present, the stores feature a few different food programs. One acquisition came with a proprietary food program that includes a chicken tender program, which has been a strong driver for the chain. Some of the chain’s locations that offer the program are in rural areas that don’t have a lot of foodservice options. Triumph is working to be a destination for lunch, dinner and even breakfast in those locations.
At two sites, Triumph Energy features a biscuits-and-gravy breakfast offering, while most other sites include different varieties of breakfast sandwiches, such as croissants, bagels or muffins with different meats. It partnered with a local food company to add a proprietary pizza and hoagie program to about a dozen stores that has been doing “fantastic.” It also features proprietary kitchens at many of its stores. About a dozen sites feature drive-throughs. A year ago, Triumph Energy launched bean-to-cup coffee across its footprint. With the move to bean-to-cup, it’s working to ensure the coffee offering is unified throughout its stores.
Looking to the future, Triumph Energy is focused on creating a consistent experience for shoppers across its stores while enhancing internal operations to offer better service and better products for customers. While it’s open to acquisitions, it’s focused on finding properties that offer the right quality and fit as the chain grows intentionally.
“Triumph Energy’s mission is being committed to delivering high-quality, customizable food offerings that rival traditional fast food, redefining the standard for convenience store dining. By addressing the growing demand for speed and personalization, we are well positioned for significant growth. Another large part of our mission is to be a partner within the communities we serve. We want to give back to local charities, first responders and sports teams at all levels,” Barkett said.
When asked why he felt Triumph Energy is a Chain to Watch, Barkett said, “As a forward-thinking convenience brand, we innovate in operations, scale efficiently and stay aligned with evolving consumer values, whether through technology, sustainability or elevated product offerings, which solidifies our status as a Chain to Watch.”
