SHELL Chinderah Bay
Best service in a country mile!
Nestled along the picturesque Tweed River in Northern New South Wales, Chinderah Bay area offers a perfect blend of natural beauty, coastal charm and relaxed riverside living. Just minutes from the beaches of Kingscliff and a short drive from the Queensland border. This tranquil community is known for its stunning water views, vibrant local culture and easy access to both a laid-back coastal lifestyle and all the modern conveniences. Whether you’re drawn to fishing on the river, surfing or exploring the lush hinterland, Shell Chinderah Bay is the perfect place to refuel, recharge and refresh!
The site is owned and operated by locals, Tony and Paula, with the day-to-day operations overseen by their passionate site manager Michael. By their outstanding commitment, they are a great example of how clear vision, strong teamwork and community focus can transform a service station into a destination of choice.
This month we spend some time with Michael, talking about the operations of the store and sharing his tips for success!
PASSPORT 2 PROFIT Program
“New Sunrise fits well with the independent retailers, given
us the option to jump into a proven promotional campaign
that truly helps develop shop sales and customer loyalty.”
The structured monthly promotional campaign
“Passport 2 Profit” has not only boosted sales, but also kept the store fresh and exciting for customers. It has been a valuable tool for driving sales, increasing basket size and creating a loyal customer base. It gives us a professional, well-designed promotions every month, that customers look forward to. It’s a win for us and a win for them.”
“We also saw the benefit of being able to attend the annual Iceworks Conference. Paula attended last years conference in London. She was blown away by this unique opportunity to gain fresh insights, business strategies and liaising with leading suppliers, industry experts and fellow retailers creating valuable networking opportunities and sharing best practices. This year I will be attending the Dubai conference and looking forward to meeting other members.”
Shop Standards
“Standards are very important to myself and the owners, especially nowadays, when customers expect more than just convenience. They want consistency, quality and value every time they walk in. Delivering excellence day in, day out means paying attention to the little things: clean stock and well stocked shelves, friendly service, efficient operations and a store that reflects pride in every detail. This helps build trust and encourages repeat visits.”
“The new look of the promotional Point of Sale, including the yellow tickets that New sunrise changed over to back at the start of the year look great, and really highlights the value offer across the shop. This piece of POS is easy to use, coming in ripped and separated now, saving us a lot of time each month.”
“For my staff, shop standards are a major focus striving for excellence and creating a strong team culture and sense of purpose, while for the business, it lays the foundation for long-term growth, loyalty and success.”
“As you walk around the site, you can sense the team’s passion and commitment to delivering excellent standards day in day out. No matter the time of day, the site is ready to trade. Every product has a ticket, stock presented and faced, promos up, showcasing value across the whole shop.”
Members Website
“I use the members website almost every week. It’s a great tool for retailers with a lot of useful information available. I can access and check planograms across all categories. Besides that, I use the price files and core range to review categories, key sellers and all key contacts for suppliers are listed if I need to reach out to any reps.
This makes a big difference from past buying groups I have operated under. I would encourage all retailers to review and look at the members website to ensure they are getting the most of the portal.”
Food to Go
“We offer a full range of local pies, sausage rolls, freshly made sandwiches and wraps with the hot food being particular popular with the tradies. We always have a Barista on hand to make a fresh cup of coffee and we have seating available also.”
“Food to go is an important category and must be right day in, day out like the rest of the retail operations. This builds trust and loyalty with our locals as their preferred food destination.”
As you drive off the M1 into Chinderah, you’ll find more than just a service station, you’ll discover a place built on passion, community, hard work and a true customer service. Shell Chinderah Bay is proof that when a retailer puts their customers and community at the heart of everything they do, success naturally follows.
New Sunrise would like to thank Tony, Paula and Micheal for their ongoing support and look forward to working with Chinderah Bay into the future!
