2008 C I R C L E K F R A N C H I S E B R O C H U R E
CIRCLE K Franchise Program
hank you for your interest The Circle K Franchise Program
T in the Circle K Franchise offers superior business systems,
Program, operated by TMC extensive training and effective
Franchise Corporation. promotional tools. Our ongoing
business support and our
We are offering Circle K franchise heritage brand is, in fact, the
opportunities that build your Circle K advantage.
convenience store business by
providing shoppers with a one-of- We invite you to read through
a-kind shopping experience. these materials and explore how
you might obtain a franchise
Recognizing the needs of today’s license to operate a Circle K
on-the-go consumers, Circle K convenience store.
brings convenience and quality
products to the marketplace. If you are seeking a challenging
opportunity, driven by the
Circle K stores appeal to the expanding convenience retail
neighborhood shopper filling in market, take advantage of our
last minute items; the passer-by unique and rapidly growing
wanting hot coffee and a snack; franchise offering. You owe it
or the traveler craving a cold to yourself to learn more about
drink and hot dog. Circle K.
We offer you the means to
provide customers with all the
reasons why they need to visit
you over the competition.
Build the Confidence of Customers
Customer Loyalty Breeds Success
Shopper loyalty is based on familiarity and trust.
Customers view Circle K, with its bright red logo,
as a brand on which they can rely for their convenience
needs. Circle K stores are known worldwide for their
quality products and great customer service.
The Circle K standard serves as the foundation for
established proprietary brands including ThirstBuster
fountain drinks, Montego cigarettes, Freshest Coffee
Going and prepaid communications cards. Superior
proprietary brands tap into consumer needs and provide
products that drive customers into Circle K stores.
BECOMING A CIRCLE K FRANCHISEE
When you become a Circle K Franchisee, you are joining
a proven company that delivers a winning combination
of marketing, operations and systems to grow your
business. Our program allows you to operate your own
business with easy access to the expertise of over 50
years of retailing experience.
To share the heritage of Circle K’s
proven brand, image, convenience
retailing expertise, superior business
systems and international presence
for the benefit of our franchisees.
To grow the Circle K brand by
granting franchise agreements to
individuals who are dedicated to
winning long-term customers by
providing high-quality products and
services, fully utilizing the operating
system and taking full advantage of
our ongoing support.
For over 50 years, customers have come to
Our Values recognize the convenience and quality associated
These values give us a foundation for with the Circle K brand. What began in 1951 with
working together successfully: the purchase of three Kay’s Food Stores in El Paso,
• Relationships of mutual trust
Texas, has become one of the nation’s largest
• High ethical and moral standards
chains of company-operated convenience stores.
• Recognition of efforts and
Circle K has more than 6,500 stores worldwide,
• Service-focused organization with 2,400 stores located in approximately 25 states
• Leadership that recognizes and
and 4,100 stores operating under the Circle K brand
capitalizes on opportunities
in six foreign countries. In 2003, Alimentation
• Safe environment for employees
Couche-Tard (ACT), the largest convenience store
• Superior, worldwide business operator in Canada with over 1,900 stores,
systems purchased the Circle K brand. As a result of this
acquisition, ACT operates or licenses more than
The Circle K Advantage
8,900 stores worldwide.
• Heritage of the Circle K brand
• Strong business management
systems that foster market share
and potential for growth
• Proven marketing, merchandising
and promotional programs
• Large-scale purchasing power
• Strong franchisee support
• Customer focused
Marketing, merchandising and
promotional programs are created
to meet the customer’s needs and
grow the business.
Succeed With Innovative Marketing and Merchandising
Understanding the Customer and Knowing the Product
We have established a strong MARKETING
foundation for marketing and Our success in marketing and Circle K has developed
merchandising success by promotions can be attributed to marketing and promotional
tapping into how consumers several factors: our knowledge programs designed to enhance
think, live, work and shop. Using of the consumer and our ability sales the first day your store
this unique insight, we are able to bring it all together with opens. We have years of
to offer you strategic store programs that build store traffic, valuable experience enticing
layouts and merchandising create customer loyalty and customers with our products and
programs. For this reason, generate sales. services and encouraging them
Circle K stores are a preferred to shop Circle K for their
destination for consumers. convenience items.
MERCHANDISING We know consumers worldwide
We have enhanced our Circle K product offerings appreciate convenience. We also
through an innovative departmentalized merchandising recognize that regional, national and
format. With this, we have reinvented our convenience international market needs vary. Circle K
store business by creating a unique and unified product has been able to successfully tailor our
presentation throughout the stores. brand tactics to address the different
cultural identities in the many
In the Circle K format, we merchandise by departments marketplaces in which we compete.
such as Snacks, Grocery, Food Service and Beverages.
We have developed systems to manage these individual Outside the United States, there are
store departments. more than 4,100 Circle K stores
implementing the latest ideas in
Additionally, our store signage, graphics and displays all retailing. From in-store bakeries in
work to reinforce key messages and communications to Hong Kong, to fast food innovations in
the customer. Circle K’s unique merchandising, updated Indonesia, Mexico and Japan, these
store graphics and well-designed floor plans present stores are taking advantage of our
consumers with a positive shopping experience to keep brand, our expertise and resources, all
them coming back. to meet the needs of populations that
want and need more convenience.
CIRCLE K’S CIGARETTE BACKBAR PROGRAM
Cigarettes are a leading sales category for convenience
stores. Circle K’s “Proprietary Backbar Program” helps
Franchisees sell cigarettes responsibly by displaying all
products behind the sales counter. Our program offers
shoppers choice and selection, with high brand visibility.
All the major cigarette companies participate in this
program, offering Circle K Franchisees the opportunity
to optimize their cigarette sales and rebates.
Circle K offers a wide range of tools and
services designed to assist in managing
your business and achieving your goals.
Business Systems Support
Expert Advice to Assist Your Decision Making
From your initial site selection and training, to ongoing
operational support and business systems, Circle K
offers a wide range of tools and services to help you
manage the business and achieve your goals. We allow
you to select the hardware and software that best fit
your store, providing guidance to ensure you select a
system that will deliver fast customer service and
accurate transactions. We require you operate your
store with two electronic point-of-sale (EPOS) registers
with scanning capabilities. You must have a PC-based
back office that supports a business reporting system
and transmits daily sales information to the Circle K
Additionally, we provide innovative content and updated
sales information on our proprietary “Franchisee only”
website, www.circlekfranchise.com. As a Circle K
Franchisee, you can access this website 24/7 from any
PC with internet connection.
NEW BUILD OR SITE CONVERSION TOOLS
Circle K utilizes a network of professional engineering,
Support that architectural, permitting and construction management
consultants to serve as your advisors as you build or
convert your site to a state-of-the-art facility. With vast
lends success. access to key industry suppliers, Circle K provides
individualized store layouts, and a fresh design to each
of its franchisees. Proven site and store layouts and
planograms help optimize your store’s sales potential.
The combination of Circle K’s purchasing power and
business methods all work together to help you stay
ahead of your competition.
Retail Automation Systems
The Circle K Franchise Program allows a high degree
of flexibility in determining the right point-of-sale
(POS) and back office system for each Circle K
franchise location. We understand that each franchisee
must operate a POS system that is compatible with the
proprietary fuel or independent credit network that
interfaces with the fuel dispensers and back office
systems. As a Circle K Franchisee, we’ll assist you in
determining the right store automation system for you.
Circle K can put you in touch with the appropriate
suppliers for systems that will provide fuel dispenser
control and automation, as well as sales transaction
processing, cashier and management reporting,
and inventory control in a fully-scanned c-store
environment. We can connect you with installation
and training services, as well as providers for 24/7
help-desk call centers for those times when you need
Your Franchise Development Manager has all the
information on recommended vendors and suppliers
for EPOS and Back Office solutions.
We invite you to take advantage of
Circle K’s expertise.
Steps To a Circle K Franchise Opportunity
These steps will help you fully evaluate the opportunity of becoming a Circle K Franchisee.
1. CONFIDENTIAL APPLICATION Franchise Development Agreement, ready for
If you choose to pursue a Department to arrange a execution. The franchise fee is
franchise opportunity with us, personal meeting to review due upon execution of the
please complete and return the details of the Franchise Franchise Agreement.
application in the enclosed Program.
self-addressed envelope. Once 6. TRAINING
received, we will begin the 3. SITE EVALUATION Just prior to your store
qualification process, which After you identify a suitable opening, you will attend
includes both a credit and location, we will determine several weeks training at our
background check. if it meets Circle K minimum Circle K SMART Academy.
2. UNIFORM FRANCHISE 7. PRE-OPENING PREPARATION
OFFERING CIRCULAR 4. GROUP INTERVIEW We will work with you to
If you meet the preliminary Qualified candidates complete develop your Grand Opening
franchise qualifications, we will a personality assessment Program including point-of-sale
send you a Uniform Franchise and meet with Circle K materials and grand opening
Offering Circular (UFOC) which management to ensure your specials and events.
contains a standard TMC professional goals and our
Franchise Corporation business system are a match. 8. OPEN FOR BUSINESS!
Franchise Agreement, as well
as a copy of the company’s 5. FRANCHISE AGREEMENT
financial statements and other SIGNING
pertinent information. You will We will provide you with a
also be contacted by the complete Franchise
For More Information
on the Circle K Franchise
TMC FRANCHISE CORPORATION
Worldwide Franchise Division (DC 7)
P.O. Box 52085
Phoenix, Arizona 85072-2085
Phone: 800-813-7677 / 602-728-8000
Visit our web page at www.circlek.com
Marketing & Merchandising Services
The experienced Category Development What does the Promotional Fee
and Brand Management staff at Circle K provide you?
are constantly developing new programs • Door signs
to build traditional convenience categories • Point-of-purchase materials
such as beer and soda, as well as creating • Monthly promotional display signs
new concepts such as food service, • Local promotional plans
electronic services and fill-in shopping. • Cigarette center signs
Supported by consumer research and • Monthly promotional bulletins
promotional concept testing, these • Grand opening rebates
programs are designed to provide you • Grand opening signs
with the confidence of a proven marketing • Advertising in selected markets
approach. Each month, you’ll receive a • Sales incentives
detailed merchandising plan specific to • Equipment rebates
your geographic area. Following the • New program introductions
Circle K marketing programs will help • Local co-op advertising programs
increase the shopability of your store,
CIRCLE K PURCHASING
and as a result, maximize the opportunity
for sales and profits. ASSISTANCE *
Our strong presence in the marketplace
PROPRIETARY MERCHANDISING creates a host of efficiencies for you as a
PROGRAMS Circle K Franchisee. This means you may
We have developed proprietary qualify to participate in a variety of cost-
merchandising programs that give you saving agreements with many major
an edge in your respective market. As a manufacturers. Our national wholesaler
Circle K Franchisee, you will receive store programs offer special rebates and off-
layouts and schematics. These detailed invoice allowances, which may be passed
sets not only make it easy for you because along to Circle K Franchisees on selected
you know where everything fits, but they product purchases. Our purchasing
are also designed to enhance impulse assistance not only includes national
purchasing behavior by shoppers. merchandise brands, but also fixtures,
equipment and supplies that are designed
PROPRIETARY PRODUCTS specifically for Circle K stores.
Circle K is known for a variety of popular
GRAND OPENING PROGRAM
proprietary brands, including ThirstBuster®,
Circle K PhoneCardsSM, Montego® cigarettes We will assist you in creating a Grand
and the Freshest Coffee Going®. These Opening Program just for your Circle K.
brands are well recognized in the industry A qualified Franchise Business Consultant
today. will work with you to build a powerful
grand opening program.
CONSUMER RESEARCH AND NEW
Through the Circle K Promotional Fee,
you will receive promotional plans and
programs developed by professional Circle K’s Research and New Concept
Category Managers that are designed Development Teams are committed to
specifically for Circle K stores. Additionally, providing new and exciting programs,
you will receive an array of promotional which meet today’s customer needs for
materials that help build a strong, loyal solutions that make their lives easier.
customer base for your Circle K store.
From the moment you open the doors, this *Requires Franchisee to meet vendor and
fee provides professionally produced Circle K proof of performance requirements
materials to promote products and services.
We can even help you develop area-specific
events, allowing you to tailor your
marketing efforts around local activities.
Business Systems & Services
Circle K offers a wide variety of business TRAINING
support tools and services to help optimize To assist you in your business, we offer a
your sales and profits. comprehensive training program at the
“SMART Academy,” our training center with
THE RIGHT SITE a state-of-the-art classroom and systems.
Whether you are building your first or You will receive hands-on training on the
your tenth store, our Engineering and Circle K Franchise Business Systems.
Construction Department can offer a
Circle K Orientation Program
variety of services to assist in designing
and constructing your store. This is an initial opportunity for you to
review the Circle K offering and for us to get
REAL ESTATE to know you, before a Franchise Agreement
is signed or fees are paid. It also allows
Site Selection Assistance
you to experience first-hand the typical
• Preliminary site due diligence review
convenience store and fuel responsibilities
for customer service representatives (CSR’s)
and site management.
Provide templates for building design,
signage and site layout, plus review and
Circle K SMART Academy Training
comment on proposed site layouts.
Several weeks of classroom and in-store
• Provide standard site development
training will be provided prior to opening
and estimated construction budget
your site, including:
costs (This will not include all site
S Systems: An in-depth review and
practice of the Circle K Operations Manual
• Provide a standard checklist
and Business systems, including an
of architectural standards and
accumulation of over 50 years of Circle K’s
• Provide recommended layouts
M Marketing: Learn the fundamentals of
convenience store marketing,
merchandising and Circle K’s proprietary
Construction Consulting Assistance
programs and purchasing power.
• Conduct periodic site inspections
A Accounting: Learn the fundamentals of
and provide associated written
retail and business accounting practices
including planning, gross profit analysis
• Provide on-site project management
and retail reporting.
• Provide procurement assistance
R Retail: Learn how to control inventory,
• Provide answers to your construction
ordering, receiving merchandise and
establishing retail prices, which maximize
sales and profits.
T Training: Learn Circle K standards and
how to train your store employees on
Circle K’s proprietary CD Training Program
which includes our WE CARD Training on
responsible sales of beer, cigarettes and
other age-restricted products.
continued on next page
Business Systems & Services Continued
OPERATIONAL SUPPORT SYSTEMS FRONT & BACK OFFICE SYSTEMS
Circle K supports your business efforts Today’s convenience store represents a
and provides advice on your operational demanding environment that must balance
questions and challenges. The Operations the needs of the customer along with the
Team assists with your store opening and requirements of the business. We will offer
works with you to keep your business our Franchisee the tools to achieve this
running day-in and day-out. balance while improving the customer
buying experience. We can recommend
New Store Operating Assistance solutions for Point-of-Sale and Back-Office
We provide you with the tools and systems and connect you with vendors
knowledge necessary to get your store that both supply and support the latest
staffed, stocked and ready for operation. technologies in the industry.
Our system includes training manuals,
new store kits and grand opening plans.
Business & Marketing Consultant As a Circle K Franchisee, you will have 24/7
Each Franchisee will have ready access to access to a fully-secure proprietary web
Circle K’s qualified business and marketing site designed exclusively for Circle K
consultants. Working in the field alongside Franchisees. At the click of a mouse, you
each Franchisee, these professionals can view and download marketing sales
provide on-going consultation, guidance planners, product pricing, manuals, guides,
and support to help maximize revenue and forms, and a wealth of content specifically
operating efficiencies. tailored to franchise operations.
Known as the Circle K Franchise Business
Operating System, each Franchisee will
also receive the following manuals on CD.
Guide to Establishing a Circle K Franchise
Grand Opening Guide
Guide to Circle K Franchise Store
Electronic Point-of-Sale Systems Guide
Human Resources Guide
Loss Prevention Guide
All of us at Circle K are committed to If you become a Master Licensee, our
building long-term value for our International Team will work closely with
International Licensees by operating the you to provide a superior level of service.
finest convenience retailing system in the This is a relationship that will begin with
world, through advanced store operations, the customization of the Circle K retailing
marketing, real estate, information systems, format through a detailed local retailing
and human resources management. analysis. Following the analysis, you
are assisted in all areas of the business
INTERNATIONAL OPERATIONS necessary to establish and maintain a
thriving retailing business.
Our trend-setting global retailing system
is built on a wide range of convenience
LEADERSHIP IN ALL ASPECTS OF
store ideas and advances that are drawn
from a network of over 4,100 stores outside
the United States. From in-store bakeries We believe providing leadership and
in Hong Kong and Indonesia, to fast food innovation in the fundamental aspects
innovations in China and Japan, the Circle K of convenience retailing are the most
Master License Agreement offers you important roles we can offer you. We
access to the expertise of an experienced can provide that leadership through an
group of convenience store retailers. This experienced International Team, a network
global perspective not only keeps each of International Licensees, and the full
Master Licensee up to date on the latest resources of our U.S. operations.
developments in retailing, but it also
provides a continual flow of leading-edge The Circle K Business System offers you
programs to help build sales and profits. global leadership in:
• Store Operations
GROWING THE CIRCLE K • Marketing and Merchandising
BRAND GLOBALLY • Real Estate
• Information Systems
As customers look for ways to improve
• Licensee Support
and simplify their lives, we continue to
• Training Programs
see opportunities for growth worldwide.
Circle K’s International Franchise Division
is meeting shopper demands by expanding
into attractive markets and offering master
licenses to qualified applicants. An ideal We know that customers all over the world
applicant is one that brings the financial need convenience. We understand that
resources, local market knowledge and international market needs vary. We will
operating commitment necessary to tailor our brand tactics to address the
establish a thriving convenience store different cultural identities in the various
business. We provide the operating markets where we operate.
expertise, marketing programs, training and
continual innovation necessary to establish
your business and keep it growing.
continued on next page
REAL ESTATE LEADERSHIP LICENSEE SUPPORT LEADERSHIP
Circle K has developed one of the most Every Circle K Master Licensee in the world
sophisticated real estate management enjoys being connected to an innovative,
programs available in retailing today. growth-oriented convenience retailing
From market analysis to real estate system. Accessing the full resources of
inventory management to sales forecasting, Circle K’s U.S. operations, and the network
our Real Estate system provides a of successful International Licensees,
comprehensive program for real estate you will benefit from the vast array of
management. This system is supported the latest technologies and services needed
with complete training and consultation to establish a profitable convenience
with your real estate personnel. retailing business.
The tools and services of the Circle K
Real Estate system are: TMC Franchise Corporation
• Market Analysis Worldwide Franchise Division (DC 7)
• Site Selection P.O. Box 52085
• Sales Forecasting Model Phoenix, Arizona 85072-2085
• Financial Analysis Model
• Market Strategy Planning Phone: 602-728-8000
• Real Estate Inventory Analysis 800-813-7677
• Real Estate Staffing Consultation Web Page: www.circlek.com
In convenience retailing, location is vital.
Therefore, initially making the right real
estate decisions will result in higher sales
and profits for years to come.
TO COMPLETE AN CONTACT INFORMATION
APPLICATION ON-LINE: If you need additional assistance or more
information, contact us at:
Please go to the following link:
TMC Franchise Corporation
Worldwide Franchise Division (DC 7)
Click on Investment Info and Application. P.O. Box 52085
Phoenix, Arizona 85072-2085
Follow the directions for completing the
application form. Phone: 602-728-8000
TO COMPLETE AN
Web Page: www.circlek.com
APPLICATION MANUALLY: Email: firstname.lastname@example.org
Please go to the following link:
Click on Investment Info and Application.
Download the APPLICATION PDF using
Adobe Acrobat Reader.
If you do not have access to the internet,
please contact Circle K Franchise and an
application will be forwarded to you.