TMT's Whip In to Adopt VP Racing Fuels Retail Brand Program
Distributor to rebrand nine convenience stores in Dallas/Fort Worth market
Published in CSP Daily News
DALLAS -- TMT Inc. has joined VP Racing Fuels Inc.'s roster of retail brand partners. Doing business under the "Whip In" name, TMT owns and operates 14 convenience stores and provides wholesale distribution of fuels to retail sites in the Dallas/Fort Worth area.
"We are extremely excited to adopt VP's retail brand program. My decision to go with the VP retail brand was easy. VP gives me the ability to separate my business from the competition and be unique in many ways," said Mike Frank, president of TMT.
"First, VP offers a professional yet edgy image for my stations in a market where everyone is the same and no one stands out. I believe being different is important, as you can plainly see at the Whip In where our 'Dick's Succulent Chicken' restaurant is located," he said.
"Secondly, because VP is well known by racers and performance enthusiasts nationwide, my stores become a magnet for fresh new business, [which] means increased gallons and profits. Lastly, the VP branded program focuses on reducing my expenses associated with fuel purchasing and credit card processing. Creating higher margins in these two areas are critical elements to the success of TMT Inc. The VP retail brand puts my business in the best position to compete at the highest level."
Bryan Noonen, regional brand manager at VP Racing Fuels, said, "VP is thrilled to welcome TMT Inc. to the growing VP Racing Fuels retail brand family. This newly forged relationship is the first step in VP's growth plan in the D/FW area. The partnership anchors a total of nine VP-branded locations and gives VP instant credibility in the highly competitive D/FW fuel market."
Dick's Succulent Chicken restaurant is owned and operated by Frank's sons, Zack and Josh Frank. They plan to expand the QSR concept--currently co-located with a Whip In store in Dallas--to other Whip In locations with franchise opportunities available in the future.
"Mike Frank grew up as the son of a FINA executive and ran his first convenience stores while attending college at the University of Texas," Noonen said. "His industry experience has made him a savvy, highly respected pioneer known for his innovation and forward-thinking approach to the fuel industry. From our first meeting, Mike quickly understood the unique value proposition of the VP retail brand and how it would allow his business to achieve greater success by attracting new customers and increasing his margins on both fuel and credit cards. TMT's commitment to our retail brand program is a testament to VP's future growth and success."
In other VP Racing news, the company recently announced the extension of its sponsorship of World Racing Group's DIRTcar Racing sanction body through 2017. It will continue as the official fuel of DIRTcar, one of the largest sanctioning bodies in the world by race count, providing spec fuels to Big-Block and 358-Modified competitors, serving as exclusive trackside fuel supplier to the Sportsman and Pro Stock classes and as the preferred supplier to DIRTcar's Late Model, Pro Late Model, Sprint Car, 305 Sprint Car, UMP Modified, Pro Modified, UMP Sportsman, Stock Car, Factory Stock and Sport Compact competitors across the country.
VP Racing Fuels, Elmendorf, Texas, is a leader in race fuel technology for every form of motorsports. In addition to racing fuels, VP's product line includes VP Small Engine Fuels, formulated specifically for two-cycle and four-cycle portable gas-powered equipment and PowerMaster hobby fuels for radio-controlled (R/C) racing.