Caltex - Did you know?

Think Caltex , think petrol? Well, yes and no. Caltex is perhaps better known as Australia's largest refiner and marketer of petroleum products but over the past four years the brand has also emerged as a leading convenience retailer, with marketing contribution and non-fuel income underpinning the company's performance in the first half of 2008.

"Although fuel is an important part of our retail offer, it's the investment we are making in developing a world-class convenience retail network that is generating a significant return for Caltex and its franchisees", says Caltex's national manager retail, Leo Pucar.

Integral to this success are the 320 franchisees who share a passion for delivering what the company expects: first class customer experiences, a commitment to getting it right and a desire to exceed expectations.

"The foundation of Caltex's franchise model is a shared commitment to continuous improvement. From safe, reliable, and efficient operations, through delivering on the brand experience consistently, everyday", explains Ben Galton, Caltex's franchise development manager.

Operating predominantly under the Star Mart brand, franchised businesses account for more than 85 per cent of Caltex's convenience retail network - the remainder are company owned operations.

For Michael and Samantha Rodrigues, who own the Barrack Heights Caltex Star Mart and Windang Caltex Star Shop, enjoying what they do and being positive about their approach to convenience retailing is an infectious characteristic.

The couple operate two Caltex franchises south of Sydney and have been associated with the company for more than a decade.

"We joined Caltex because the company gives its franchisees clear direction about its vision and provides guidance on how to constantly improve retail execution".

"We hear about the importance of customer service all the time but when you put it into practice, you really reap the benefits."

"The secret to our success is being committed to the brand and embracing the franchise system."

David Lesmond, Caltex NSW retail sales manager, says: "Michael and Samantha are immaculately presented in uniform, energetic, always smiling and keen to see a bright future for Caltex, themselves and their family through hard work and determination."

This article appears courtesy of Franchising Magazine