Situation: In May 2013, Valero Energy spun off its 1,900 convenience stores across the U.S. and Canada into a standalone, publicly-traded company called CST Brands, known by American consumers as Corner Store. They debuted on the New York Stock Exchange as a Fortune 500 company with $19 billion in revenues and a need to establish credibility as a big player in the convenience retail sphere, rather than as a small part of a giant oil refiner.
Strategy: DeBerry Group aggressively pitched stories about the new company, its CEO Kim Lubel and its unique store design and food offerings to national and regional news sources, securing stories in the San Antonio Express-News, Houston Chronicle, Barron’s, Fortune and Business Week, and a profile of Lubel in the New York Times’ Corner Office column. We helped raise the company’s stature in the industry with glowing stories in trade publications, and in the local community with coverage of charitable works.
Impact: Less than a year into her new role, Kim Lubel was named one of Fortune Magazine’s 50 Most Powerful Women, and was the recipient of the San Antonio Chamber of Commerce’s Tribute to Women Business Leaders Award. More recently, Lubel was named CSNews Industry Hall of Fame’s Retailer Executive of the Year, and Chief Operating Officer Tony Bartys was named to the board of the National Association of Convenience Retailers.
Public Affairs, Public Relations