Name of company: Cole’s Fairfield Market
Year founded: 30 years ago
# of stores: 1
Website: colesfairfieldmarket.com
Convenience stores often tie their communities together, especially those in more rural or small-town areas. Fairfield Food Mart in Fairfield, New Jersey, was no exception, but in recent years, the store hadn’t been serving its community as well as it used to. “This store had been central to the businesses and people of Fairfield’s tightknit community, but the previous owner let go of the reigns and the community was upset they had lost their store,” said Cole Szostak, who bought the convenience store in April 2023.
Renamed Cole’s Fairfield Market, Szostak revamped the store and introduced a new-and-improved version to the community. “Since I took over, the whole community has expressed to us how happy they are that they have their store back,” he said. “They have been patronizing it much more now than during the past 10 years, and business has been on an uptick.”
The new store keeps the community and local culture at the center of the c-store’s ethos, from the products it sources and specialized deals for its patrons to its design details, giving the community a store that’s tailor-made for them.
“People feel a sense of appreciation for what we’ve done to bring back ‘their’ store,” Szostak said. “Many of our customers have partnered with us in helping to make this the hub of our community once again.”
Bringing the Store to Life
Szostak started with the basics to restore the 3,000-square-foot mart to its former glory. “The store wasn’t kept as clean as it should have been,” he said, “so that’s the first thing we tackled. Now the number-one compliment we get is about the cleanliness of everything in the store.”
Szostak hired a local artist to paint murals inside the store and on the windows. “We have a large Italian community, so the murals are of places in Italy,” he said. The interior murals are painted above the cooler area, and he has the artist change the seasonal scenes on the glass panes to correspond with the time of year, such as harvest themes for the fall.
The store awning also invokes the community with its colors similar to those of the local schools.
The number-one compliment we get is about the cleanliness of everything in the store.”
Merchandise for the Market
Szostak had to toss outdated merchandise and expired food products before expanding the grocery section and adding new categories to meet community needs. “Before, the store had a very limited selection of beverages, candy and a couple of sandwiches in the deli,” Szostak said. “We brought in a much larger dry goods and grocery section, and enlarged our beverage selection in door coolers.”
At the in-store deli, customers can pick up Boar’s Head cold cuts as well as made-to-order sandwiches. He recently added a cold grab-and-go section with packaged cheeses, fruit bowls, yogurt cups and premade smoothies.
Bright Ideas
As the newish owner of Cole’s Fairfield Market in Fairfield, New Jersey, Cole Szostak sought out inspiration at the NACS Show. “I went to the 2023 NACS Show to network and see new products,” he said. “I ended up adding more than one product to my store from the Show.”
To get the most out of the Show, he recommended making a game plan ahead of time. “Don’t walk in blindly—do your research beforehand about who’s going to be there, what your needs are and where you might be able to go to solve those needs,” he said. However, he also emphasized the need to be flexible. “Don’t limit yourself to looking only at certain things—spending the maximum amount of time at the Show will be extremely beneficial.”
More foot traffic means he’s able to maintain product rotation that didn’t previously exist, keeping merchandise fresh for customers. In addition to more food choices, he brought in health and beauty products, baby items, gift bags and high-quality birthday cards. Cole’s Fairfield Market also has a hardware and automotive section with items like solar lanterns and work gloves. Seasonal items include logs and rock salt in the winter and ice in the summer.
Locals Drive the Business
The locals make up the majority of Szostak’s business, so he plans his events, promotions and tailored customer experiences around them. “We offer free ice cream days for the kids, and during the summer have a rock, paper, scissors game for free candy,” Szostak said. The store also donates to local charity events and supports the town’s annual carnival.
Szostak points to the friendly atmosphere and constant improvement as a big reason for the store’s success. “We want to be known for having a welcoming vibe,” he said. “We also strive to improve the customer experience by trying new products.”
For him, the most important thing is to ensure every customer has an enjoyable experience. “From years of going into convenience stores myself, I know it can often not be a pleasurable experience because you might feel rushed or have to deal with employees who aren’t friendly,” Szostak said. “That’s why I want my customers to come into the store and have a consistent, positive experience.”