Shell revamps select shops in Thailand

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BANGKOK--In an attempt to rejuvenate the somewhat old-fashioned image of its Select shops, Shell (Thailand) Co. is revamping the convenience store's design and will nearly double the number of gasoline station outlets.

New Select stores will incorporate Western-style fast food outlets such as McDonald's Corp., Kentucky Fried Chicken and Dunkin' Donuts, says Tiraphot Vajrabhaya, the company's general manager for retailing. "The envisaged fast food sections could either be located within the respective stores themselves or as stand-alone fixtures in the forecourt," he says.

During the next two years, Shell aims to open 90 Select outlets in various sizes in addition to the existing 110 stores.

"Although we presently operate a total of more than 700 petrol stations country-wide, we have managed to open only 110 Select outlets since we set up operations in Thailand six years ago. Our competition has been much faster in their convenience-store development than us, thus we need to approach the matter more aggressively to exploit its full potential," Mr. Tiraphot says.

Copyright July 2000, Crain Communications Inc.

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