Rogers Market has officially opened its first location. Located in Fort Myers, Florida, the flagship store is the first in an aggressive growth strategy for longtime petroleum jobber ATCO Inc. ATCO has owned and operated traditional gas stations and convenience stores on the west coast of Florida since the 1970s. Current owner and interior designer Gigi Rogers decided to take a different approach in the rebranding of her new stores.
“I’ve been in the convenience store business my whole life. My father started ATCO. Every member of my family worked for him in one way or another. My job was always the same. I would go into a failing station, do a complete overhaul from both a design and operational standpoint, and poof, the station would start doing well. Needless to say, I had a knack for this type of thing,” Rogers said. “Regardless, I moved away to pursue my own career as an interior designer in Los Angeles, but after my father’s passing, I decided to come back and run the family business. The first thing I noticed was that nothing had changed. It was time for a transformation.”
Rogers Market sets itself apart by focusing on two major elements: design and foodservice. In terms of design, the store features a sleek and modern aesthetic with large contrasting signage featuring a large X-Ray rubber duck, the brand’s mascot.
Inside, the design scheme comprises geometric shapes, textures and colors. From the marble entryway of the store to the tiled interior walls, neon yellow signage, floating ceilings, pendant lights and inset LED rubber duck lights in the walls, Rogers Market is not a standard convenience store.
Deli and foodservice also are highlights of the brand’s redevelopment. A chalkboard menu highlights fast-food alternatives like fried chicken sandwiches, homemade meatloaf, banana pudding and other homemade comfort foods.
The brand is slated to open at least three more Rogers Markets next year.