The typical convenience store experience had degraded in consumers’ minds, becoming associated with a random and unpredictable product assortment and high prices. Teenagers would often congregate inside, impacting the overall brand impression and making some shoppers—particularly women—feel unsafe. So when Alimentation Couche-Tard approached the Marketing, Strategy & Creative Group about their Mac’s Convenience Stores chain, it was evident we needed to bring a distinctly different approach to the table.

Our crucial first step in tackling this was taking a strategic look at the products being offered and challenging the business to consider if they were all essential. We helped our client delist a third of their SKUs and reorganize their offering, and ultimately, revenue went up. Our brand refresh and redesign strategy focused on brand presence, navigation, and safety. We introduced big hits of colour; created better sightlines through lower fixtures and suspended signage; and raised the checkout platform to be visible from all areas of the store. We breathed new life into the Mac’s brand and gave consumers a convenience store they could look forward to.