JET Phoenix Green sees fuel volumes soar by 40 – 45% in just four months
A Hampshire-based forecourt that switched to the JET brand and reopened in October 2017 has seen fuel volumes soar by 40 – 45% in just four months and shop sales rise from £7,000 per week to £12,000 per week – an increase of around 40%.
JP&S Services took over Phoenix Green in Hook, Hampshire, in July 2017, simultaneously switching from the site’s existing fuel supplier to the JET network. The company already owns two other JET forecourts: Ockford Road in Godalming and Tilthams Service Station in Aldershot.
Phoenix Green was closed for three months while it underwent a complete shop and forecourt refurbishment, reopening in October 2017. JP&S Services invested £500,000 in the work, which included remedial work on the grounds, a full shop refurb, tank and pipework, a new island and new pumps, a new JET-branded canopy and pole sign, new LED lighting, and a significant amount of electrical work. The trading space of the site’s shop was increased by reducing the office space and Londis was chosen as the site’s new symbol partner.
Yogan Visvanathan, Director of JP&S Services, comments: “When we took over the site we knew that it would require considerable investment to get it to the standard we wanted to achieve – both on the forecourt and in-store. The site’s tanks were cleaned before double skin relining them, all existing steel pipework and islands were removed and a new island was installed, with three new pumps supplying four grades with VR2, including JET’s SentinelTM Diesel and Super Unleaded. Previously the site only offered three grades from four pumps, but one of these was just a single nozzle diesel pump for high speed dispensing. Now, thanks to our forecourt redesign, six vehicles can fill up at the same time and customers benefit from a greater choice of fuel types.
“The old site didn’t really show off the shop inside – the view to the outside was very restricted. We wanted to make the shop lighter and brighter so we changed the shop entrance, installed an automatic door and added floor to ceiling windows along the front of the store. We did a full shop refit, revised the layout and added a second till.
“Our investment, coupled with moving the site to the JET network, has enabled us to boost fuel volumes by around 40 – 45%. With the previous brand the site was doing 2.5mlpa but now we’re forecasting 4 – 4.5mlpa. Our shop sales have jumped from £7,000 per week to £12,000 per week – an increase of around 40% and we anticipate this to rise further in the future. The future for Phoenix Green is looking very bright!”