Shell Kingsthorpe
Your local servo with a smile!
The redevelopment of the old Zimms Corner Service Station by Sunstate Petroleum into the brand-new Shell Kingsthorpe represents an important step in modernising fuel and convenience services along the Warrego Highway.
Located on a key route connecting Toowoomba with western Queensland, the site has long served as a convenient stop for both residents and travellers.
Shell Kingsthorpe opened during the peak of the fuel and cost-of-living crisis, a challenging time for everyone, and especially for those bringing a new fuel and convenience site to market. Despite the conditions, Sunstate Petroleum and operator Sam carefully planned and delivered an excellent site, reflecting the commitment of both parties and their passion for the convenience sector.
This month we sit down with Sam and discuss his journey so far.
What initiatives have you introduced to help grow sales in your store?
Since opening a few months ago, our focus has been on building a strong and appealing food offering alongside our convenience retail range to help drive sales growth.
We introduced a variety of fresh, hot food options early on, including crispy chicken, burgers, and convenient grab-and-go items, which have been well received by customers.
We also brought in Jill & Jack’s Daily pies and sausage rolls, which have performed strongly and generated excellent early feedback. We’re particularly looking forward to seeing continued growth in these lines during the cooler months.
Our coffee offering, supplied through Common Good Coffee, has also been a key initiative. Customers have responded positively to the flavour, and we’ve benefited from strong support from the New Sunrise team, who have provided valuable barista training to our staff. This has helped ensure consistency and quality in our coffee service, further enhancing the overall customer experience.
Which product categories have delivered the strongest growth and what made the difference?
Hot food and ready-to-eat meals have delivered the strongest growth in the short time since opening. This has been driven by a clear focus on freshness, variety, and establishing a strong identity as a destination for quality takeaway food, rather than a traditional service station offer. Providing excellent customer service has also played a key role in reinforcing this positioning.
We plan to continue building on this momentum by further developing our food range and introducing value-driven meal deals to enhance the overall offer.
In addition, energy drinks have performed strongly and continue to show consistent month-on-month growth, contributing positively to overall sales.
What are your goals or plans for the next 12 months?
Our goal is to establish the store as the go-to destination in Kingsthorpe for both fuel and quality food. To achieve this, we plan to expand the food menu, continue refining our offer, and build a strong local customer base. We are also exploring the potential to move to 24/7 operations, depending on customer demand, to better serve the community.
Alongside this, we have started engaging with the local community through social media and are committed to becoming an active and valued presence in the area.
Team development is a key priority of mine. I believe our people are central to our ongoing success, so I need to set them up for success and Accelerate Training is the perfect solution. My staff have been working their way through completing each module, which is provided by New Sunrise, it’s great training tool during the onboarding process of new staff. The program covers retail fundamentals, food preparation, barista skills, and customer service, helping to build confidence and capability within the team and supporting strong day-to-day operations.
How do you and your team create a warm, welcoming experience for every customer?
Although we are a small team, we place a strong emphasis on delivering consistent friendly service with quick turnaround times. Greeting every customer as they enter the store and maintaining a clean, tidy site will give the customers confidence in our shop. We are focusing on remembering regulars that pop in a couple of times each week as this will go a long way in creating a positive experience.
Kingsthorpe has a strong community vibe, and we are building the store to reflect that, not just a servo, but a place where locals and travellers can grab quality food, with a friendly smile that is connected with the locals and community.
I will look at collaborating with local schools and community groups in the future as the sites grows.
In what ways has sunrise local supported your store success?
Support from New Sunrise has played an important role in the success of our store so far. From the outset, our Retail Business Manager provided valuable on-site assistance during the setup phase, as well as guidance through our first Passport to Profit audit, helping us establish strong operational foundations.
New Sunrise has also supported us through supplier connections and assistance with sourcing key kitchen equipment, making the setup process far more efficient.
Additionally, having access to simple, turnkey solutions for core categories such as pies through Jill & Jack’s and coffee through Common Good Coffee, along with a structured promotional program, has been a major advantage.
The whole team at New Sunrise would like to thank Shell Kingsthorpe for the ongoing support and looking forward to continuing the strong partnership to help develop and grow sites into the future.
