REGIONAL REVIEW:

GEELONG, VIctORIA

PROFILE

Located approximately 75 kilometres south west of Melbourne on the shores of Corio Bay sits Geelong, which officially became a city in December 1910. This put the Port of Geelong in charge of its own destiny, paving the way for economic development including the delivery of essential services such as electricity and tram lines.

By 1936, the thriving city of Geelong had overtaken the goldmining city of Ballarat as Victoria’s largest regional city - a title still held today. Attracting large employers like the Ford Motor Company and Shell Australia with its refinery, Geelong is Victoria’s fastest growing regional centre.

Being in charge of their own destiny is exactly what inspired Ron and Margaret Anderson to commence APCO Service Stations in the 1970’s. Recognising a gap in the market in 1978, APCO opened its first EASY SHOP, a convenience and fuel retail centre in Warrnambool. This style

of shop was the precursor of the progressive franchise system APCO operates today.

Distributor Profile: APCO Service Stations “As an independent family owned business, in order to be in charge of our destiny we need to be innovative and embrace change,” said Peter Anderson who, with his brother Rob, is a joint director of the family business.

The 1980’s was a period where being ‘in charge’ delivered great expansion for the Anderson’s business. During this time they built an entirely new depot for their distribution business and began expanding their EASY SHOP retail system. In 1989 APCO franchised their first store, and today the 22 APCO EASY SHOP’s, located throughout Melbourne and regional Victoria, achieve sales in excess of $200 million and service an estimated 3 million customers each year.

“In the early 80’s Ron bought an old AMOCO depot in Warrnambool, which had land large enough to build our own storage facility and head office,” explains Peter. “The evolution in our convenience retail system now has our original brand on all the stores, except for two sites (Bairnsdale and Albury) operating as APCO IGA X-press stores.”

Today the business has outgrown the existing depot and head office. “We intend to move the entire office in the next year or so. We have bought the Sunnicrust Bakery site in Geelong and are currently building ourselves a new office and warehouse, plus two other tenancies,” said Peter. “We want to keep everyone together. We realise the importance of this; it is great for morale. Everyone is part of the family.”

To remain competitive and grow as an independent is not always easy as APCO discovered during their dark hours in 2003, when the ACCC

first accused the company of price fixing in Ballarat. The case was won on appeal, but the ACCC tried to get leave from the high court and lost their appeal.

In 2005, they were again accused of price fixing in Geelong, along with seven other businesses. The Anderson’s knew they had done nothing wrong and fought the case. In what became a two year roller coaster ride, a Federal Court judge in 2007 dismissed the ACCC’s case based on lack of evidence and awarded costs to APCO.

After the case Peter Anderson stated that the company was “getting back to business” and he was exactly right. One example of this is the introduction of Cafe 24-7, which is APCO’s fresh food and fresh coffee offer. While, automatic car washes are another way the business is differentiating itself from its competitors.

“At present, APCO have eight sites

32 ACAPMAg (February 2012)

33ACAPMAg (February 2012)

that offer the full espresso Cafe 24-7 foodservice model, whereas the other stores have some elements within. We also have car washes in 14 sites, and have plans to install automatic machines under our own Easy Wash brand, in two more existing sites,” said Peter.

“Being an independent we have needed to look at other avenues to be different from our competitors and generate revenue. We see a future in fresh food, with our current offer being very popular.”

Being different from their competitors has worked well for the

Anderson family who are proud of the fact that APCO Service Stations has been listed in the Business Review Weekly as one of the top 500 private companies in Australia.

“Our brand is becoming well known throughout the region. There is a lot of support for independents out there,” said Peter.

About Geelong The Greater Geelong region offers a wide mix of attractions from natural bush to spectacular surf beaches, and historic townships to cosmopolitan shopping precincts. The Geelong Otway Region of the Great Ocean

Road is one of the most dramatic and spectacular in Australia. Each town along the world-famous scenic route holds the key to a unique yet wonderful experience.

Destinations in the region include the Bellarine; lush farmland and quaint rural and coastal townships with beautiful beaches. The Surf Coast with the towns of Torquay, Anglesea, Aireys Inlet, or Lorne, offer some of Australia’s best surf beaches including the famous Bell’s Beach. The Otways, a must see area, is home to Apollo Bay and the amazing 12 Apostles.

All this is only an hour’s drive from Melbourne or even closer by flying into the regions Avalon Airport.

For more information on Geelong, go to visitgeelongbellarine.com.au

• Cherie Mildwater