ROANOKE TIMES 

                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SATURDAY, August 20, 1994                   TAG: 9408220090
SECTION: BUSINESS                    PAGE: A6   EDITION: METRO 
SOURCE: RON BROWN STAFF WRITER
DATELINE:                                 LENGTH: Medium

BURGER KING JOINS STOP IN

With the addition of a Burger King restaurant in its Buchanan store, Stop In Food Stores is embarking on a marketing strategy intended to propel the company into leadership of the next generation of convenience shopping in Western Virginia.

Terry Phelps, president of Petroleum Marketers, Stop In's parent firm, said agreements have been struck with several nationally known fast-food chains to have mini-restaurants inside Stop In stores.

Stop In is prepared to funnel several million dollars into the projects to promote itself as the ultimate in "one-stop shopping," Phelps said.

The Buchanan conversion is the first for the 57-store company, which is based in Roanoke. Buena Vista is targeted for the second Stop In/Burger King, in the next two months.

The Stop In strategy is simple. With name-brand food and name-brand gas, convenience customers are more likely to come, Phelps said. Stop Ins have either Shell or Exxon gasoline.

"We're going to do as many places as we can," Phelps said. "It is the most exciting concept since the conversion from gasoline-only stores to convenience stores."

Phelps said he doesn't expect the company's competition to be far behind.

"We're one of the first," he said. "I think our competition will go for it."

Stop In has agreements with Burger King, A&W Root Beer and Blimpies, a chain similar to Subway Sandwiches and Salads. Blimpies will be added to several Roanoke stores, Phelps said.

While those chains will not allow convenience-store restaurants to compete directly with their other franchises, Stop In could provide outlets in communities that might not otherwise be able to attract name-brand fast food.

If the food outlets are successful and space is available, Stop In also plans to open Baskin-Robbins ice cream outlets in its stores.

Buchanan seems to be the perfect test market for the concept. The small Botetourt County town has been a longtime supporter of Stop In and previously has had no nationally known fast-food chains interested in locating there.

"We like doing business in Buchanan," Phelps said.

The company is gutting its current store to accommodate Burger King. It will have increased its seating capacity from about 25 to 40 when the restaurant opens for business next Friday.

The total cost of the renovation is about $100,000, county building permits show.

John Shiflett, who represents the Buchanan District on the Botetourt County Board of Supervisors, said he hopes Stop In's commitment will be a shot in the arm to the town's self-esteem.

Town residents are talking eagerly about the opening, Shiflett said.

"I think the attitude is changing in Buchanan from "We can't do it" to "We can." 


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