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For some time SEI has been converting its 7-Eleven gas to major brands, such as ExxonMobil, in stores across the country. SEI said the reason behind this conversion is a widely known gas brand will bring more customers to our pumps and into our stores. As of this date, 7-Eleven stores in areas of Texas, Florida and California have been converted, and currently, a conversion is being rolled out to about plus Illinois stores in our area around Chicago.
As part of conversion, the gas company is paying to install new gas pumps and digital signage in the converted stores. In some cases they are also offering to upgrade to diesel as part of the conversion. That is all well and good, but it appears SEI has not fully taken into account how this conversion affects franchisees.
The problem is that the non-integrated fuel system dual system is adding multiple extra steps at the point of sale and on the back end. Many of us, in essence, have gone from operating an integrated store to running a non-integrated store. Unlike acquisition stores, existing gas franchisees bought a simplified model when they franchised their gas stores. We all paid some sort of gas fee, and we expect some ROI from the gas side of the operation.
The current gas commission model is barely a breakeven model, and this most recent change shifts additional burden to the franchisee side. Now it takes double the time to complete a gas transaction, because there are more steps inside the store. Now we have to do it on two systems—the 7-Eleven system and the ExxonMobil system, which is called Passport.
It also takes more time to do the Cash Report. Gas variations and chargebacks never happened with the integrated system, but now they are becoming more common. In the integrated system, there was a zero percent chance of having a variation. An average store in Chicago will sell about 3, gallons per day. Another point of discontent is that SEI will make adjustments on the Cash Report without notifying us. If we have a gas variation they just go ahead and make an adjustment.
Furthermore, with the dual register system, the speed of service we provide our customers has decreased. In the meantime, this conversion is costing us. Our franchisor says the inconvenience is temporary. SEI knows it is costing us and should make us whole. I am suggesting we work together to take care of the bugs in the existing stores before we roll this out across more markets and also make sure that there is no negative effect financially on the franchisees and no material change in our gasoline operation and relationships.