By Carolyn Schnare 6 Jan 2025
The latest episode of The Future of Convenience podcast features Claudio Reboredo, co-founder of FGC Marketing, who shared the inspiring story behind FCG Lion Place Canning, a groundbreaking fuel and convenience store in Buenos Aires, Argentina.
FCG Lion Place Canning, located in Buenos Aires, Argentina, earned second place in the Insight Research 2024 ‘Best Foodvenience Store in the World’ competition.
The story of Lion Place is one of resilience and innovation. Founded in 2014 by three former multinational executives, FGC has rapidly transformed the market. With a focus on innovation and customer satisfaction, FGC has expanded its network to include 15 strategically located retail sites. In an economic environment marked by high inflation and financial instability, the team decided to challenge the market norms by creating a food-centric fuel business.
Lion Place’s concept breaks from traditional expectations of gas station offerings. Claudio explained how the team focused on suburban locations and crafted a hybrid food program combining international brands like Havana Coffee, Mostaza, and Subway with their own fast-casual dining concept, TanGrill. This approach not only elevated customer perceptions but also aligned with the diverse economic realities of the Argentine market.
The results have been transformative. Lion Place now sells six times the market average in-store and three times the average in fuel, with revenue nearing $400,000 per month. The store’s innovative design—a blend of modern architecture and functionality—has also played a key role in attracting customers and making the site a community hub.
Claudio emphasized the importance of adapting global inspiration to local conditions. He credited his experiences visiting leading retailers worldwide for shaping Lion Place’s vision. “The food is the driver,” he stated, underscoring the store’s departure from a fuel-first business model.
Looking ahead, Claudio revealed plans to expand Lion Place into travel centers that cater to longer customer stops. These centers will incorporate elements like fresh food markets and community-focused offerings, pushing the boundaries of what convenience stores can deliver.
Lion Place’s journey highlights the power of resilience, creativity, and customer-focused innovation. As Claudio put it, this is an inflection point not only for the company but for the evolving role of convenience stores in the global market.
The Future of Convenience is a bi-weekly podcast focusing on the future of global convenience, fuels and mobility retail. New episodes air every other Tuesday and are available on your favorite podcast platforms including Apple Podcasts and Spotify. Be sure to subscribe to be the first to hear every new episode!
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