Customers looking to quench their thirst have options at Center Square in Oxford, Michigan. “We have 20 feet of liquor, a walk-in beer cave and 12 beverage cooler doors,” said owner Carlo Koza. “We offer so many different drinks, from the big names to the smaller brands, because the more you offer, the more customers will stay loyal to you when it comes to beverages.”

The Center Square store didn’t always have such an extensive beverage collection. It wasn’t until Koza took over in 2014 that the transformation into a beverage destination began.

Reallocating Space

The main thing that propelled Koza to purchase the store a decade ago was its 5,000-square-foot size. “The previous owner was ahead of his time with such a large store, which allowed me to increase the beverage selection, among other things,” Koza said.

He immediately applied for a liquor license to add spirits to the beer and wine already being sold. “We’ve become an old-school liquor store and enlarged our beer and wine selections, too,” Koza said. “Beer has expanded like crazy, along with the ready-to-drink seltzer market and classic cocktails already mixed in a can or bottle.”

Koza used his nearly two decades of experience in the convenience store industry to bring in a variety of beverages to slake customers’ thirst. “Carbonated beverages still sell well, and the energy sector is on fire,” he said. “Caffeine is a big thing too, with customers looking to get more caffeine in their systems through energy and soda, while sparkling water and hydration drinks have exploded, too.” In addition, he stocks a lot of carbonated beverage alternatives, such as carbonated natural fruit juices, and a wide selection of sparkling waters.

“Overall, customers are taking to all these new beverage products, and we need to keep up with the new drink products so our customers see us as the place to go to for beverage innovations,” Koza said.

Along with expanding the beverage selection, Koza replaced the two previous franchises with Dunkin’ and Krispy Krunchy Chicken. “The Dunkin’ has a drive-thru, and that has been very popular with our customers, providing great synergy for a gas station,” he said. He also added a 20-foot food counter for Center Square’s own hot food. “Our advantage is two national brands, plus our own hot food, such as daily specials,” he said.

Bright Ideas

Carlo Koza, owner of Center Square in Oxford, Michigan, sees the future of convenience as food. “If you’re in the c-store business, if you’re not adding food to your convenience stores, you’re going to be trouble,” he said. “You need to be as convenient as you can, and food drives people to your stores.”

He pointed out that “work routes have changed and there are cars on the roads all day, so you need to have different reasons to get them into your store. The classic gas station sold gas, cigarettes and pop, but the ones that are getting bigger and better and stronger today are the ones with more options.”

Building Uniqueness

Beyond its food and beverage offerings, Center Square has more ways to bring in customers. For example, the store offers propane tanks, firewood and charcoal for seasonal visitors to the nearby lakes, along with worms and fishing gear. “We try to have everything people will need from worms to medicine to health and beauty products,” Koza said.

But what Koza has not tried to become is a truck stop with souvenirs and other novelty items. “We’re very neighborhood-ish, with 60-70% of our customers stopping by every day,” he explained. “We tried the novelty stuff like t-shirts, stuffed animals and hats, but those didn’t sell.” Instead he stocks everyday essentials like phone chargers and cords.

Center Square builds community through its charitable giving to churches, school events and sports team sponsorships. “It’s important to show the community we care about them beyond having them come into our store,” he said.

Overall, he strives to be the epitome of a convenience powerhouse. “We want you to come in here and pick up your favorite packaged beverage or a cup of Dunkin’ coffee, perhaps grab a salad or fruit cup if you’re in a healthy mood or pizza or fried chicken if you’re not,” Koza said. “We also want to have what every customer needs, especially in the liquor department. In other words, we try to be a mini-Walmart within 5,000 square feet.”

To Koza, big stores are the future of convenience. “The consumer wants variety and innovation, which you need more square footage to provide,” he said.