The franchisees, happy unions

Gary and Kathy Turner (right) chat to Gene Mulder.

In Brisbane... 5pm. The sun's getting low but it's still warm in southeast Queensland. Customers turning into the forecourt of the Caltex site in the inner-east suburb of Carindale pass by well-maintained gardens.

The first thing people see when they pass a service station is the outside appearance, Kathy points out. It tells them immediately what the inside will be like.

Inside the airconditioned Star Mart, franchisee Kathy Turner is replenishing her fresh bakery display unit with piping hot gourmet pies, fresh muffins, cakes and donuts. That fresh bakery aroma and great presentation drives sales with several customers lining up to place an order.

"A lot of our customers are very busy people who are short of time. My priority is to deliver the freshest products when they need it," explains Kathy, a former fashion retailer.

Perception is everything in retailing, she adds. That's why she and her husband Gary – who between them operate five Caltex sites in Brisbane – employ a full-time maintenance person to keep exteriors smart.

The first thing people see when they pass a service station is the outside appearance, Kathy points out. It tells them immediately what the inside will be like. Then when they see a clean store and friendly staff, they're likely to come back.

The Turners are the embodiment of how a good franchise relationship can be profitable for both parties. Gary and Kathy have an ability to work within the boundaries of the franchise and the energy and drive to be proactive in areas where there's room for flexibility, says Alan Burton, Caltex Operations Support Manager.

Caltex Business Manager Gene Mulder agrees. "Their success lies in teamwork," he says. "They're the most proactive of franchisees I've ever worked with. They look after their staff and never stand back and expect someone else to sort out their problems for them."

"We work with the system not against it," agrees Gary. "We value the input of Caltex people."

Working with the system involves regular meetings with Gene, embracing the All Stars program to audit and recognise performance, keeping planograms up to date, keeping the store, pumps, windows – everything – immaculate, and much else. It also means maintaining an excellent fresh offer, including vegetables, sushi rolls, fruit and salads (Kathy's responsibility).

Gary is an old hand in the service station business, having run sites for another company before acquiring the Toowong Caltex five years ago. He then added the others, one by one, at Woolloongabba, Indooroopilly, Carina and Carindale.

What made the couple come to Caltex? "Caltex was going forward," Gary says. "They were encouraging, supporting and keeping franchisees in their system at a time when competitors were losing market share. And Toowong was a good store."

And in Wollongong...

We hear about the importance of customer service all the time but when you put it into practice, you really reap the benefits

5.30pm. Over a thousand kilometres to the south Michael Rodrigues has had a long day. But he is still hard at work in the Caltex service station and Star Shop at Windang near Wollongong – and still smiling.

In the past half hour he has checked the store layouts and planograms to make sure they're aligned, served over 20 customers – greeting some by name – thanked a staff member for doing a great job, checked oil and tyres on elderly customers' cars and filled them up with fuel.

It's all in a day's work for Michael and his wife Samantha, who run two Caltex franchise service stations in the Illawarra (the other in partnership, at Barrack Heights).

Actually, it's more than that, says Michael, it's fun. "My success secret is enjoying what you're doing and positive thinking. I'm a happy go lucky person who gives 110 per cent. We hear about the importance of customer service all the time but when you put it into practice, you really reap the benefits."

Caltex Retail Sales Manager David Lesmond agrees that the success story is as simple as that. Michael brings energy to the role, he says, but most importantly he knows his customers and provides great service. "If you visit his stores he always says hello. It's heartfelt and genuine – you can always tell. He likes interacting with people."

Born and raised in Port Kembla, Michael has had an unusually close relationship with Caltex, having worked his way up – all the way. He began his first job at the Windang site as a bowser boy at the age of 18, offering forecourt service when it was still a "Shop Stop". He moved on to become an apprentice, "did his time" as a mechanic, then purchased the business from the existing franchisee in 1998.

It was something he was keen to do. He believed Caltex gave its franchisees clear direction about where they were heading and how to constantly improve a business.

And still does.

"I've embraced the franchisee system and always had a healthy relationship with the company," he says. "We disagree at times of course, but if you know the boundaries and do the best you can in any situation, it's a formula that works well."

Caltex policies, procedures and training courses have taught the couple how to merchandise and constantly improve their business. But the most crucial ingredient is enthusiasm, says David Lesmond.

"Michael is immaculately presented in uniform, energetic, upbeat, always smiling and keen to see a bright future for Caltex, himself and his family through hard work in the franchise. Why wouldn't he be successful?"