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Speaker: John Patton Ci l K Circle K

Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

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Page 1: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Speaker: John PattonCi l KCircle K

Page 2: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

International DirectorCircle K Worldwide FranchiseCircle K Worldwide Franchise

A Division of Alimentation CoucheA Division of Alimentation Couche--TardTard

Page 3: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

It’s All About It s All About Satisfying Satisfying

Customer NeedsCustomer Needs

Thursday, May 07, 2009

Page 4: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Today’s DiscussionToday s DiscussionAn Introduction - Who We Are

Alimentation CoucheAlimentation Couche--Tard Tard

An Introduction Who We Are

Circle KCircle K

Keys to Successful RetailingI t StI t StImpact StoresImpact Stores

Category ManagementCategory Managementg y gg y g

IT Data Capture SolutionsIT Data Capture Solutions

Effective Distribution SystemEffective Distribution System

Page 5: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Alimentation Couche-TardAlimentation Couche Tard

Page 6: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 7: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 8: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

8

Page 9: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Company Highlights9,413 stores including 3,617 which sell motor fuel

Company Highlights9,413 stores including 3,617 which sell motor fuel

Well recognized banners including Couche-Tard, Circle K and Mac’s

2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North A i i Chi H K M J America, in China, Hong Kong, Macau, Japan, Indonesia, Guam and Mexico

Over 46 000 employees working in the networkOver 46,000 employees working in the network

15 Billion US dollars in sales turnover

EBIDA 485 MMEBIDA 485 MM

Net Profit of 189 MM

Page 10: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

North American Footprintv

v

CENTRAL CANADACorporate stores: 586Affiliated stores: 207

WESTERN CANADACorporate stores: 290Affiliated stores: 0

WEST COAST REGIONCorporate stores: 175

EASTERN CANADACorporate stores: 624Affiliated stores: 336

GREAT LAKES REGIONCorporate stores: 426Affiliated stores: 40

MIDWEST REGIONCorporate stores: 430

Affiliated stores: 303

pAffiliated stores: 36

SOUTHEAST REGIONCorporate stores: 263Affiliated stores: 7ARIZONA REGION

SOUTHWEST REGIONCorporate stores: 228Affiliated stores: 105

Corporate stores: 577Affiliated stores: 21

FLORIDA REGION Corporate stores: 413Affiliated stores: 0

GULF REGIONCorporate stores: 280Affiliated stores: 1

WEST COASTCaliforniaHawaiiOregonWashington

ARIZONAArizonaNevadaUtah

FLORIDAFlorida

SOUTHEASTAlabamaGeorgiaNorth Carolina South Caroline

MIDWESTIllinoisIndianaIowaKentucky

GREAT LAKESIndianaKentuckyMaineMassachusetts

GULFAlabamaArkansasLouisianaMississippi

SOUTHWESTColoradoKansasMissouriNew Mexico

10

Washington South Caroline Tennessee

KentuckyMichiganMissouriOhio

MassachusettsMichiganNew HampshireOhioPennsylvaniaVermont

MississippiFlorida PanhandleTennessee

New MexicoOklahomaTexas

Page 11: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Industry Recognition

11

Page 12: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

12

Page 13: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Circle KA brief history

1951

Founded in 1951 with the purchase of three Kay’s convenience Kay s convenience stores in El Paso, Texas.

Page 14: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 15: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 16: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

International Presence

3,712 Sites

MexicoChina

Japan

3,712 Sites

108Mexico p

136108 2,907

Macau / ZhuhaiVietnam

5Macau / Zhuhai 522

12Hong Kong Guam

290232

12

Indonesia

16

Page 17: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Franchise Recognized in Recognized in 2008 & 2009 2008 & 2009 Franchise

Recognition2008 & 2009 2008 & 2009 by the highly by the highly

regarded regarded E t E t Entrepreneur Entrepreneur

and and Franchise Franchise

TimesTimespublications publications

as a as a Leading Leading GlobalGlobal

F hi F hi Franchise Franchise Program Program

Page 18: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Franchise TimesFranchise Times Franchise TimesFranchise Times, , October 2008October 2008

Entrepreneur Magazine, Magazine, January 2009

Page 19: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 20: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Global Lifestyles are changing…

More shopping optionsMore shopping optionsShoppers are loyal to

brands only if they brands only if they simplify their life & budgetbudget

Demand real valueDemand higher quality Demand higher quality

and service

Page 21: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Satisfying Customer NeedsSatisfying Customer NeedsFour Critical Elements

Impact StoreConcept

Impact StoreConcept

CategoryManagement

CategoryManagementConceptConcept ManagementManagement

Efficient Distribution

Efficient Distribution

State-of-the-Art

IT System

State-of-the-Art

IT System DistributionDistributionIT SystemIT System

Page 22: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Project Impactj p

Impact StoreConcept

Impact StoreConceptpp

reateaaaa

customer experiencecustomer experience

Page 23: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Project ImpactProject Impact

1. A destination • A meeting place

Our main merchandising

d k ti t tand marketing strategy

DDiiffffeerreennttiiaattiioonnDDiiffffeerreennttiiaattiioonnto increase sales & margins

to reduce reliance on tobacco products and gasoline

The end of the “cookieThe end of the “cookie--cutter” storecutter” store

Page 24: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Project Impact Project Impact

Traditionalconvenience

stored t

FoodserviceOil products

MultiMulti--service offeringservice offeringproducts

p

FinancialOther products

IMPACTIMPACTConcepts Concepts

productsp

and services

Customerservice

Co-brandingservice

Proprietarybrands

g

Price Optimization strategies

Micro-marketmerchandising

product mix

Creativepromotionalcampaigns

Store designStore design

Page 25: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

United StatesUnited States

Page 26: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 27: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 28: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

GuamGuam

Page 29: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 30: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

ChinaChina

Page 31: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 32: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Hong KongHong Kong

Page 33: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 34: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

VietnamVietnam

Page 35: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Macau/ZhuhaiMacau/Zhuhai

Page 36: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Proprietary Proprietary Products

Page 37: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Co-Branding Co Branding with fuel

companies

Page 38: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Co-Branding Co Branding with quick serve

restaurants

Page 39: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Fun PromotionsFun Promotions

Page 40: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Category g yManagement

Page 41: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Our approach toOur approach tomeeting

shoppers’needsneeds

Page 42: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Retailer / Supplier/ ppCollaboration

Mr. Supplier Mr. Retailer

Page 43: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 44: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Category Managementg y gat Circle K

Right ProductsThe

ability to

g

Ri ht P iability to

offer:Right Price

Right Placement

Right Promotions

Consistent, Repeatable Process

Page 45: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Key Benefits of Category y f f g yManagement

Improved SalesMeasurableBenefits

Improved Gross profit

Improved Inventory Turns

Improved Total Shopper

p y

p ppExperience

Innovation

Page 46: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Category Management Processg y gStep 2 Step 1 Step 3 Step 5Step 4 Step 6p

CategoryRolesSelect

Category & Supplier

pAnalyze

PerformanceInnovation

Process

pCommunicate& Implement

p

The Plan

p 6

Review&

Evaluate

Advisor Category Definition

Plan

InputsInputs InputsInputs InputsInputspShopper InsightCircle K Prioritization

pSupplierQuestionnaireConsumer/

shopperResearch

pBecomesa Part of Everyone'sJob

pEnhancedTemplatesShopper/ Consumer

Research

pTraining &Communication

Strategy forAllParties

p

CategoryMissionStatementRequiredResearch

Innovation Research

Research PartiesRequired

Page 47: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Developp

Retail Positioning StrategyRetail Positioning Strategy

Page 48: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Retail PositioninggRetail Positioning defines Circle K by answering the following questions:answering the following questions:

Who are our current and potential customers?

Where do we compete and against whom?

What do our shoppers need?

What is our value proposition?

How do we position and communicate Circle K?

What are the operations and merchandising guidelines?

Page 49: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Why We Need yRetail Positioning

Creates a shared vision of how things get doneCreates a shared vision of how things get done

Provides guidelines for consistent decision makingProvides guidelines for consistent decision making

Ensures Circle K is presented in the same way across all Channels of Trade across all Channels of Trade

i d f iliRequired to facilitate category management, strategic and tactical planning, store design, etc.

Page 50: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Key Key Principlesp

Page 51: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Key Principlesy pMeeting shopper needs is key to effective

Category ManagementCategory Management

SHOPPER FOCUS

BUSINESS STORE CATEGORY PERFORMANCE

Who is the shopper?

SalesMarginT ti i

MEASUREMENT

What do they buy?

Why do they buy?

How do they buy?"THE

SHOPPER"

Transaction sizeShare of categoryLoyaltyVisit frequency

When do they buy?

Where do they buy?

$ How much do they buy?

Visit frequency

CUSTOMERSATISFACTION$ How much do they buy? SATISFACTION

Page 52: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

State-of-the-ArtIT SystemIT System

Page 53: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

SYSTEMSMISSION SYSTEMSMISSION

VISION

STRATEGYSTRATEGY

PRINCIPLES

Page 54: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Circle K Adds Value through

T t ll I t t d S tTotally Integrated Systems

fPoint-of-SaleSystems

Back OfficeManagement

Systems

HeadquartersManagement

Systems

DecisionSupportSystemsy

“Consumer to CEO” fully integrated Convenience y gStore/Petroleum solution.

Page 55: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Totally Integrated SystemsTotally Integrated Systems

Headquarters

Middle Management

CashiersPOS scanning sales center

easy use, training, customer servicey , g,

Page 56: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

EfficientDi t ib tiDistribution

Page 57: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

The Supplier RelationshipThe Supplier Relationship

Page 58: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Competing against a M k L dMarket Leader

Competitiveness of the Whole Supply p pp yChain is as Important

Suppliers as Partners & Enablers

Investing in Right Technology –for Efficiency and Knowledge

Page 59: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Pull Chain vs. Push Chain

Accounting and Finance Reporting

Supplierp g

< EPOS

Distribution Center

< EPOSCenter

< EPOS

Corporate HeadquartersInformation HubSupplier

< EPOSInformation Hub

Decision Support System

ManagementOperations

Purchasing

Page 60: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

North AmericanNorth American

Distribution Center

Page 61: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Indonesian DistributionIndonesian Distribution

Page 62: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Indonesian DistributionIndonesian Distribution

Page 63: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 64: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 65: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Impact Store Store Concept

A store designed to say, “Welcome!”say, Welcome!

Page 66: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Product management that meets consumer needs

Category Category ManagementManagementManagementManagement

Page 67: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Integration Integration of store systems

StateState--ofof--thethe--Art IT Art IT SystemSystem

Page 68: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Efficient Efficient DistributionDistributionDistributionDistribution

Pull Chain vs. Push Chain

Page 69: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

Category Management

Impact Store Concept

State-of-the-Art IT S t

Efficient DistributionSystem Distribution

Page 70: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 71: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H
Page 72: Speaker: John Patton Ci l KCircle K · 2009. 5. 7. · Circle K and Mac’s 2,550 stores in Canada and 3,203 in the United States and 3,660 Franchised stores outside of North i H

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