Lion Place Canning, Buenos Aires, Argentina

Entry profile | Roadside Convenience | ‘The Best Foodvenience Store in the World’ 2024

Opened January 2023, Lion Place, FGC’s flagship store concept in Buenos Aires, has redefined the customer experience with a comprehensive offering that extends beyond simply selling fuel.

Company Overview

Founded in 2014 by three former multinational executives, FGC has rapidly transformed the industry. With a focus on innovation and customer satisfaction, FGC has expanded its network to include 15 strategically located retail sites.

Lion Place, FGC’s flagship store concept, has redefined the customer experience.

This groundbreaking initiative, developed in-house, has garnered prestigious awards, including Retailer of the Year from Shell International and LATAM Best Convenience Store of the Year 2023 from NACS.

FGC is becoming One-Stop Shop for Flavors and Fuel.

FGC offers a diverse range of retail services, from fuel to a variety of dining options. With over 500 employees, we provide a wide selection of Argentine and international brands, including Havanna, Subway, Mostaza, and our own TanGrill.

Argentinian Market Overview

Argentina presents a challenging landscape for entrepreneurs, characterized by decades of political instability, rampant inflation, economic informality, currency crises, trade barriers, fuel shortages, and a dearth of credit.

Despite these obstacles, Argentines exhibit a remarkable resilience, demonstrating an ability to navigate and endure political and economic turmoil.

Within this context, the fuel and convenience industry has remained relatively stagnant, exhibiting limited innovation or change. Fuel sales account for a significant portion of a site’s profitability, exceeding 80%, while fuel supply is concentrated in the hands of four major players, reflecting the traditional characteristics of oil companies.

The retail market is fragmented, with over 90% of the market operated by dealers who often have a long-standing presence in the industry, managing their service stations for decades.

Store Photos

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Store & Offer Overview

Our proposition centers on fulfilling the evolving needs of motorists, offering a comprehensive experience that goes beyond simply selling fuel. We firmly believe that a diverse and appealing food and beverage offering is key to differentiating ourselves and outperforming traditional competitors.

One Stop, Multiple Experiences.

  1. Our proposition encompasses a wide range of options, from gourmet pastries at Havanna to fast food at Mostaza, with healthy options at Subway and a gourmet experience at TanGrill. In this way, we cater to the needs of different socioeconomic segments and lifestyles.
  2. Our beverage offering stands out for its variety and quality. We have a wide range of non-alcoholic beverages and an exclusive selection of beers, all thanks to a special license that allows us to offer a premium experience to our customers.
  3. We’ve designed our proposition to maximize the utilization of our facilities and personnel. By offering a variety of food and beverage options available throughout the day, we minimize periods of low demand and optimize our business profitability.

Lion Place adapts to the varying needs of our customers throughout the day. Through a careful selection of brands and concepts, we offer:

Havanna: A complete coffee, snack, and confectionery experience, ideal for any time of day, with a strong focus on seasonal products like chocolates.

Subway: A quick and nutritious option for lunch and dinner, with a wide variety of sandwiches and combos at affordable prices.

TanGrill: A gourmet fast-casual restaurant offering a distinctive culinary proposition and open kitchen, perfect for more elaborate lunches and dinners.

Mostaza: Argentina’s second-largest fast-food player, known for its convenient drive-thru service.

Shopper Mission by day part –

Layout and Retail Environment

Lion Place Canning is a thoughtfully designed, modern destination that caters to the diverse needs of today’s motorists. From families seeking a convenient pit stop to business travelers seeking a productive workspace, Lion Place offers a welcoming and comfortable environment.

Strategically located in emerging suburban areas, Lion Place Canning occupies over 8,500 m2, providing ample parking and a spacious, inviting layout.

  • The layout, designed by FGC, offers customers a clear view of the offerings while maintaining a cohesive and stylish atmosphere. The layout also prioritizes efficiency in food preparation and storage, with ergonomic principles guiding the design to ensure comfort and productivity for staff.
  • The architectural design of Lion Place is a departure from the traditional gas station. Meticulously crafted to create a distinct ambiance, the store’s layout and design elements are intended to leave a lasting impression on customers.
  • The use of exposed concrete and wood adds a touch of modern sophistication, while the carefully planned layout ensures a seamless flow of traffic and a clear view of the offerings.
  • One of Lion Place’s most popular features is its communal working areas and meeting rooms.
  • Our restaurant-style bathrooms are designed to provide a clean, comfortable, and upscale experience for our customers.
  • Lion Place Canning’s Mostaza restaurant offers a convenient drive-thru service, catering to customers who value speed and convenience. Over 35% of transactions at Mostaza are currently served through this option, demonstrating its popularity among customers.

Lion Place Canning sets a new standard for gas stations, offering a range of amenities that go beyond the typical.

Customer Experience

The most compelling indicator of customer satisfaction is a company’s performance relative to the market. Lion Place Canning has consistently exceeded expectations, outperforming industry benchmarks in several key areas.

  • Google Score: With an average Google rating of 4.61 stars from 1,018 reviews, Lion Place Canning has garnered overwhelmingly positive feedback from customers.
  • Motor Fuel Sales: Lion Place Canning has achieved motor fuel sales that are three times the market average, a testament to its ability to attract and retain loyal customers. The store’s emphasis on premium fuel grades has also been a key driver of success, with 45% of customers opting for these higher-quality options compared to the market average of 25%.
  • Store Sales: Lion Place Canning’s overall store sales are a remarkable six times the market average, underscoring its success in providing a comprehensive and attractive offering to customers.

Tangrill’s Innovative Approach

FGC has further differentiated itself with the launch of TanGrill, an in-house fast-casual restaurant that combines traditional Argentine cuisine with a modern, convenient environment. This innovative concept has resonated with customers, capitalizing on Argentina’s strong barbecue culture.

The execution of TanGrill has forced FGC to elevate its operational capabilities to new heights. The company’s commitment to providing a high-quality dining experience is evident in its investment in trained chefs, baristas, and service personnel

Foodservice Dominance

Lion Place Canning’s foodservice offerings have been remarkably successful, accounting for over 80% of store sales and 90% of store gross profit. This is in stark contrast to traditional service stations, where tobacco typically dominates sales. FGC’s strategic decision to de-emphasize tobacco and focus on foodservice has paid off, creating a more inviting and family-friendly atmosphere.

Mostaza Canning’s Success 

Mostaza Canning has consistently ranked among the top 20 stores in the country and has achieved the number one position in its trade area. This further reinforces the strength of Lion Place Canning’s overall offering.

Operational Excellence

The FGC Canning team is made up of 90 employees with diverse backgrounds, ranging from forecourt agents and baristas to high-cuisine experts. 87% of the team is female, with an average age of 22.8. For many, this is their first job.

  • FGC maintains complete control over site operations. Partnering with franchised brands has significantly enhanced the quality of our food service, elevating our service standards and execution.
  • Developing TanGrill, our own fast-casual restaurant, has propelled the business to new heights. This innovative venture encompasses both brand and food development, requiring the recruitment of skilled chefs, baristas, and service staff.

To navigate the complexities and diversities inherent in its business model, FGC has established a robust training framework.

  • This strategy amalgamates franchise-specific curricula with a proprietary educational platform dedicated to TanGrill, ensuring all staff uphold the company’s stringent quality benchmarks.
  • Moreover, a rigorous mystery shopper program, implemented by each franchise, facilitates ongoing operational oversight and process refinements.
  • Recent accolades, including Havanna’s Best Barista of the Year award and multiple recognitions from Shell, validate the efficacy of this approach and solidify FGC’s position as an industry vanguard, as corroborated by the latest surveys from Mostaza and Subway.

Investment Performance

Results are exceeding our more optimistic forecast!

  • Higher store contribution to gross margin; Store contributes 57% of Site gross margin; Re payment period @ 4.5 years; Land value doubled since operation started.

ROI plan was 12%.

Overall Performance

‘The Best Foodvenience Store in the World’ 2024