As it aims for 20 convenience stores in its network, Marlborough, Massachusetts-based Yatco also wanted to develop a new store design to give its brand a stronger visual identity. The first of these sites opened earlier this month in Worcester, Massachusetts.
“People in the business in this region know who Yatco is, but we’ve been really pushing ahead from the consumer standpoint for us to be more recognizable,” Hussein Yatim, vice president of Yatco, said in an interview.
In 2023, the retailer tapped design firm King Retail Services to help plan its store of the future. Yatim said he wanted a look that would embody what was important to the Yatco brand and also give the banner a distinct feel so that when people walk in, they know exactly where they are.
Because Yatco has largely grown through piecemeal acquisitions of stores that were then rebranded, many of its 14 locations lack a uniform look.
“They're nice stores, but if you go inside three, all three look different,” said Yatim. “So one of the goals with this partnership was to build a ‘brand look.’”
Going forward, all new stores Yatco opens will follow the new design, which brings more of a uniform look to the chain’s locations, Yatim said.
A unified and identifiable brand look
The design team at KRS said they intended to “create a bright, fresh and modern space that imbued the Yatco brand into the interior.” The team used blue and green strategically “to create a strong brand presence as well as pull the eye from one ‘department’ to the next.”
The new entrance has an open design with a grab-and-go cooler set in the center under a “Fresh To Go” sign. This open space also allows for plenty of room for shoppers to queue at the cashier.
Shelving inside the store is low, giving workers a clear view across the entire retail floor.
In the back of the store, two separate counters house a dual foodservice program from Rhode Island-based Coffee Connection. This marks Yatco’s first partnership with the combination CC Express coffee bar and Slice It pizza concept.
“They do more artisan-style sandwiches, espresso based coffee, acai bowls, wrap salads — really what I call [an] elevated food offering versus your traditional c-store,” said Yatim. “Which is great, because people[are] looking for quality, and they want that service quickly, with everybody on the run.”
Yatim noted that every site that Yatco is building will have a coffee or food partnership.
A small hallway leads from the main body of the store to two spacious bathrooms, both of which are well lit and have plenty of space for people with mobility devices to maneuver. The blue in the store’s decor carries through the restrooms with a tile accent.
On the wall at the end of the hallway is an image celebrating the store’s hometown of Worcester, including the city’s seal, which alludes to its nickname, the heart of the commonwealth.
In the forecourt, the store also appeals to a diverse array of drivers, with gas, diesel and electric vehicle chargers available.
This store is one step in a larger growth push for Yatco. The retailer plans to open the doors on five stores in the first half of 2025 that use the new design it developed with KRS, said Yatim. At that point, they plan to evaluate the design and make any tweaks that may be needed.
“When you go into any of these new Yatcos, it’s cohesive, from the tile on the floor to the countertops to what the cooler looks like,” Yatmin said.
