Consumer research supported our concept that the typical "Louder is Better" c-store mantra no longer worked. KRS proposed a new design concept, "Contemporary Americana", which would provide Murphy's weary customers a welcomed respite from daily life - in contrast to many of today's c-stores that feature bright colors and overwhelming visual stimuli. The concept proved to be a hit with Murphy's customers - from the recognized "bubba" demographic, to moms, professionals, road warriors, and kids alike.
Convenience Store News Announcement
