is one of the early pioneers of the convenience
industry having begun operations in February 1963.
Stop-N-Go began as a family owned, Madison based
business and this ownership structure remains
in place today, almost 50 years later.
at a “one store at a time” pace, the
company flourished throughout the 1960’s
and 70’s positioning itself as neighborhood
grocery stores. The company grew to about 60 stores
the the late 1970’s with most stores leased,
and located within small strip centers. Gasoline
was not offered during this time.
1980 the convenience industry encountered dramatic
changes, the greatest of these changes being the
introduction of gasoline at convenience store
locations. Very few Stop-N-Go locations were conducive
for the addition of gasoline facilities and as
such the company found itself at a crossroads.
Although the company had been hugely successful,
the future looked uncertain. Without a strong
entry into the petroleum side of the industry,
it would be difficult to remain competitive.
By the mid 1980’s the company had 56 stores
and had expanded into northern Illinois. In the
late 1980’s the company downsized in order
to eliminate unprofitable locations and to adjust
their locations to be able to better compete in
the gasoline industry. This conversion from a
group of neighborhood stores to a C-store chain
resulted in the closing and selling off of many
locations and the construction of many new facilities.
the decade of the 1990’s began to embark,
the company formed relationships with gasoline
suppliers so as to offer to it’s customers
“branded” gasoline. For a period of
time, some Stop-N-Go locations offered Citgo gasoline,
other stores offered Mobil gasoline, still others
offered 76 gasoline. This “branding”
strategy proved to be successful as Stop-N-Go
locations were now serving a new base of customer
and per site volumes grew dramatically. Still,
by working with three different suppliers, the
company lacked a clear distinctive petroleum message.
It was then in 1997, Stop-N-Go entered into a
supply agreement with Amoco Oil Company, the overall
market share leader. The majority of Stop-N-Go
locations were converted to Amoco. In 1999 Amoco
merged with BP and today most Stop-N-Go gasoline
facilities offer BP petroleum products. Stop-N-Go
and BP a strong marketing presence to be sure.
Stop-N-Go operates full service convenience centers,
all equipped with all the products and services
today’s busy consumer requires. In addition,
all Stop-N-Go locations feature the following:
top notch, well trained, courteous and friendly
employees, which is the one element of Stop-N-Go’s
success that has not changed from that first store
opening back in 1963.