Binghamton, N.Y.-based Mirabito, which now operates 120 stores throughout New York, Pennsylvania and Vermont, recently acquired nine of these sites from Avon, N.Y.-based Quicklee’s, a move that expanded its presence near Rochester, N.Y. CStore Decisions caught up with Marissa Sweeney, senior director of marketing for the c-store chain, as Mirabito’s 100th anniversary nears to learn more about the acquisition and what it means for the former Quicklee’s stores.
{CStore Decisions (CSD)} Why were these nine Quicklee’s locations attractive acquisition targets for Mirabito?
{Marissa Sweeney (MS)} These locations represent a natural next step in Mirabito’s ongoing growth strategy. Our growth via geographic expansion has traditionally been led by our fuel distribution divisions and, over time, we’ve expanded into complementary businesses that allow us to better serve the communities where we already have a presence. In 2015, Mirabito expanded its residential and commercial energy services into western New York through our acquisitions of Valley Propane & Fuels and Countryside Propane. As our presence in the region has continued to grow, expanding our convenience store footprint was a natural progression.
These locations provide an opportunity to build upon the relationships we’ve established over the past decade while introducing the quality fuel, fresh food, convenience retail and customer-focused experience that define the Mirabito brand. As a family-owned company approaching our 100th anniversary, we’re committed to thoughtful, long-term growth and investing in the communities we serve.
{CSD} What changes can customers expect to see at the former Quicklee’s stores over the next six to 12 months?
{MS} Over the coming months, customers will begin to see the Mirabito brand introduced throughout the locations along with our premium fuel offerings, expanded fresh food and beverage selections, and the clean, welcoming convenience store experience that defines our brand. Customers will also gain access to the Mirabito Rewards loyalty and payment programs, providing opportunities to save on fuel, earn rewards and enjoy exclusive promotions through our mobile app.
As we continue the transition, we’ll evaluate each location individually to identify opportunities for enhancements while ensuring a seamless experience for customers. Our goal is to preserve the convenience and familiarity customers already value while introducing the products, loyalty benefits and customer-focused service that have made Mirabito a trusted destination throughout the Northeast.
{CSD} How important is local engagement when entering a new market?
{MS} Community involvement is one of the core values of our company and has been a defining part of the Mirabito culture for nearly 100 years. While this c-store acquisition expands our retail presence in western New York, Mirabito has been serving the region since 2015 through our residential and commercial energy operations and has built strong relationships with many local organizations and community partners over the past decade.
Through our Mirabito Cares program, we support hundreds of nonprofit organizations across the Northeast with a focus on youth and families, veterans, healthcare, education and community development. As we continue to grow our presence in western New York, we look forward to building on those existing partnerships while creating new opportunities to give back. We believe strong businesses are built on strong relationships with the communities they serve, and our commitment extends well beyond the products and services we provide.
{CSD} Five years from now, what would you like customers and communities in Rochester to say about Mirabito’s presence in the market?
{MS} Success for Mirabito means becoming a trusted part of the community and the c-store customers choose because they know they can count on us. Five years from now, we hope people in western New York see Mirabito as more than just a place to fuel up or grab a cup of coffee; they see us as a dependable neighbor that delivers quality products, exceptional service and genuine convenience while investing in the communities we serve.
