Murphy testing new store format in US

US hypermarket Murphy, has begun piloting a new design for its 2,800-square-foot locations with a focus on improving traffic flow, queue areas and food and drink sales.

The forecourt and convenience retailer’s CEO noted it uses its QuickChek brand as “the perfect test-and-learn environment,” where the company can experiment with features and marketing programs, then introduce some of those ideas to Murphy locations.

The company is also boosting its digital efforts, including using machine learning to take better advantage of its data, along with making updates to its loyalty programs.