Caltex Berry Springs
Your Local Servo With A Smile!
Situated on the gateway to the iconic Berry Springs swimming holes and Litchfield National Park, Caltex Berry Springs has become much more than a convenient place to refuel.
Through a strong focus on fresh food, exceptional customer service and continuous investment in the customer experience, the store has established itself as a preferred stop for locals, tradies and thousands of tourists travelling through the Northern Territory each year.
We spoke with Chris and his team at Caltex Berry Springs to learn more about their journey, the initiatives they have introduced to grow the business and their ongoing focus on delivering an exceptional customer experience.
What initiatives have you introduced to help grow sales in your store?
Recognising the changing needs of today’s convenience shopper, we have significantly expanded our fresh food offering over the past 12 months. A wider range of fresh wraps, sandwiches, fruit cups, salad cups and the popular Jill & Jack’s Daily range has transformed the store into a genuine grab-and-go destination, providing customers with quality meal solutions throughout the day.
We are also focused on creating more reasons for customers to stop beyond fuel by strengthening our fresh food offer, improving product availability and enhancing the overall in-store experience. We have increased our social media presence to better engage with the local community and visitors travelling through the region.
What’s been your consistent focus when it comes to driving performance?
Customer service has always been our number one priority. During the dry season, we welcome a large number of tourists from across Australia and around the world, and we want every customer to leave with a positive experience.
Whether someone is visiting for the first time or is a regular local customer, we focus on friendly service, a welcoming atmosphere and consistently delivering a great experience.
Which product categories have delivered the strongest growth and what do you think made the difference?
Fresh food has been our strongest growth category. Customers are increasingly looking for convenient, high-quality meal options, particularly travellers, tradies and local workers. By expanding our range of wraps, sandwiches, salads and fresh grab-and-go products, we have been able to better meet customer demand.
The Jill & Jack’s Daily range has also been a standout performer. We invested in a dedicated pie cabinet to better showcase the range and improve product presentation, and we have seen that investment reflected in sales growth. Presenting products well and making them easy for customers to grab has made a real difference.
In what ways has Sunrise Local supported your store’s success?
Sunrise Local has provided valuable support through product ranging, promotional programs, supplier relationships and operational guidance.
The partnership allows us to remain competitive while
still tailoring our offer to suit the needs of our local community. Having access to strong promotional support and industry expertise has helped us continue growing the business.
What are your goals or plans for the next 12 months?
Our goal is to continue improving the overall customer experience and make our site even more convenient and attractive for people to stop and visit.
We want to continue growing our fresh food offer, improve our facilities and create an even better experience for everyone who visits us.
Whether it is a tourist passing through on a once-in-alifetime trip to the Territory or a local tradie who visits us every day, we want our store to be a place people choose to stop and are happy to return to.
What do your customers love most about shopping at your store?
The feedback we hear most often is about our friendly service and welcoming atmosphere. Our team enjoys getting to know our regular customers and having a bit of banter along the way, which helps create a genuine community feel.
Customers also appreciate our promotions, fresh food offering and the convenience of finding everything they need in one stop. We believe it is the combination of friendly faces, good value and a positive experience that keeps people coming back.
With the continued support of Sunrise Local, Chris and his team are committed to building on their success by strengthening their product offer, improving store experiences and delivering greater value for their customers. Caltex Berry Springs is a great example of how passion, innovation and a customer-first approach can drive long-term growth in convenience retail.
