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VP Racing Introduces "Winner's Circle" C-Store Brand
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In conjunction with its retail branding program, VP Racing Fuels introduced “Winner’s Circle,” its new c-store brand. At its core, the new brand reflects VP’s racing heritage, which VP acknowledges as the foundation on which the company’s current expanding business model was built.
“We would not be where we are and have the opportunities we have today without nearly 40 years of helping our customers win races off road and on the track,” said Alan Cerwick, President of VP Racing Fuels. “Everything we’ve done has been born out of the genius of the Mad Scientist’s leading edge technology and fueled by a passion and dedication to helping our customers win, so ‘Winner’s Circle’ is a perfect fit.
“That hasn’t changed with our new expanded business model except that now our passion extends to helping our retail partners ‘win’ with our branding program, which was specifically designed to help c-store owners become more competitive and more profitable,” Cerwick said.
“Similarly, our new ‘consumer’ products were each designed to help our retail customers and their equipment deliver a ‘winning’ performance. That includes, for example, our Madditive performance chemicals to help ensure they get the optimum performance their vehicles were designed to deliver and VP Small Engine Fuel, which helps ensure their outdoor power equipment starts easily, stays out of the repair shop and operates at peak performance.
“This philosophy is summed up in our new tagline, ‘Our Passion is Your Performance,'” Cerwick added. “Whether it’s the owner of a VP Racing Fuels / Winner’s Circle station or the retail customers who do business there, our goal is to make them feel like winners and be confident in VP’s commitment to helping them perform like champions in whatever they undertake.”
VP’s philosophy was not lost on Mike Frank, owner of TMT, Inc., which converted nine stations in Dallas, Texas to the VP brand earlier this year. “The idea that a brand is actually interested in helping us make money and not just acting like the gas gestapo is refreshing,” said Frank. “It's a pleasure to hear from my VP rep, as I know he's calling with ideas and suggestions as opposed to complaints and nitpicking. I've been in and around this business my whole life and these guys get it.”
“We would not be where we are and have the opportunities we have today without nearly 40 years of helping our customers win races off road and on the track,” said Alan Cerwick, President of VP Racing Fuels. “Everything we’ve done has been born out of the genius of the Mad Scientist’s leading edge technology and fueled by a passion and dedication to helping our customers win, so ‘Winner’s Circle’ is a perfect fit.
“That hasn’t changed with our new expanded business model except that now our passion extends to helping our retail partners ‘win’ with our branding program, which was specifically designed to help c-store owners become more competitive and more profitable,” Cerwick said.
“Similarly, our new ‘consumer’ products were each designed to help our retail customers and their equipment deliver a ‘winning’ performance. That includes, for example, our Madditive performance chemicals to help ensure they get the optimum performance their vehicles were designed to deliver and VP Small Engine Fuel, which helps ensure their outdoor power equipment starts easily, stays out of the repair shop and operates at peak performance.
“This philosophy is summed up in our new tagline, ‘Our Passion is Your Performance,'” Cerwick added. “Whether it’s the owner of a VP Racing Fuels / Winner’s Circle station or the retail customers who do business there, our goal is to make them feel like winners and be confident in VP’s commitment to helping them perform like champions in whatever they undertake.”
VP’s philosophy was not lost on Mike Frank, owner of TMT, Inc., which converted nine stations in Dallas, Texas to the VP brand earlier this year. “The idea that a brand is actually interested in helping us make money and not just acting like the gas gestapo is refreshing,” said Frank. “It's a pleasure to hear from my VP rep, as I know he's calling with ideas and suggestions as opposed to complaints and nitpicking. I've been in and around this business my whole life and these guys get it.”
