Convenience used to mean cutting corners. It meant gas stations with stale snacks, supermarkets with generic loyalty cards, and fast food that cared more about speed than satisfaction. But somewhere along the way, consumers stopped settling. They started craving something better—freshness over filler, relevance over routine, experience over transaction.
Businesses had two choices: evolve or be forgotten. Some tried to keep up, slapping together digital loyalty programs or half-hearted “artisanal” product lines. Others stuck to outdated playbooks, convinced that promotions alone could buy loyalty. But the brands that truly thrived weren’t the ones chasing trends—they were the ones rewriting the rules.
Ramzi Mejri understands this shift not as an obstacle but as an opportunity. He doesn’t believe in minor upgrades or surface-level innovation; he believes in transforming entire business models. Where others see convenience stores as pit stops, he sees untapped potential. Where industry norms dictate safe, predictable choices, he takes bold bets—and wins.
Decoding the Unspoken Desires of Every Customer
Ramzi deciphers the silent expectations behind every purchase. He understands that people aren’t simply looking for a product; they’re seeking an experience that fits seamlessly into their lives. Whether it’s a driver needing a quick yet satisfying bite at a gas station or a busy shopper gravitating toward a familiar, trusted brand, the decision-making process is less about price tags and more about emotional connection. Convenience isn’t just about speed—it’s about eliminating friction, offering familiarity, and making customers feel understood before they even realize what they need.
Turning Pit Stops into Destinations
At Shell Oman, Ramzi recognized that the conventional model of fuel station retail was outdated. Customers weren’t stopping just for fuel or impulse snacks—they were looking for quality, freshness, and a reason to stay a little longer. The idea of merging convenience with a full-fledged food experience—what he calls “foodvenience”—was met with hesitation. Industry veterans questioned whether fuel buyers would take an interest in premium food offerings. But Ramzi saw beyond the skepticism. By partnering with Al Meera, he introduced a refined product mix that went beyond the usual shelves of chips and sodas. Locally sourced baked goods, freshly brewed coffee, and carefully curated meal options transformed the stores into destinations rather than mere pit stops. Footfall increased, dwell time extended, and customers, once indifferent, became regulars—proof that the intersection of convenience and quality was not just possible, but profitable.
The Personalization Playbook
Recognizing the rapid evolution of consumer behaviour, Ramzi highlights a trend that many businesses continue to underestimate: hyper-personalization through AI and data analytics. While companies still rely heavily on broad customer segmentation, today’s consumers expect tailored promotions, AI-driven recommendations, and frictionless digital experiences. He believes that businesses investing in predictive analytics and real-time personalization will gain a decisive competitive edge as customer expectations shift toward highly individualized interactions.
Having worked across diverse regions, Ramzi has experienced firsthand how cultural and market differences can necessitate a complete strategic rethink. In North Africa, for instance, traditional loyalty programs failed to resonate with consumers. However, social commerce and community-based incentives proved far more effective, leveraging local shopping behaviours and social networks to drive engagement. By adapting strategies to fit regional consumer mindsets rather than imposing a global model, he achieved stronger adoption and improved business performance.
Ramzi believes that innovation within franchise models hinges on modular flexibility. While a franchise must uphold non-negotiable brand standards—ensuring consistency, quality, and service—allowing room for localized creativity is essential. He emphasizes that introducing region-specific products, tailored digital engagement tactics, or culturally relevant promotions can enhance customer relevance without diluting the brand’s core identity. This balance between standardization and adaptability enables franchises to remain both globally recognizable and locally resonant.
Crafting Loyalty Beyond the Price Tag
A common misconception Ramzi frequently encounters in commercial strategy is the belief that more promotions automatically drive more sales. Many businesses rely on discount-driven growth, assuming that price reductions will secure long-term customer loyalty. However, Ramzi challenges this notion by focusing on differentiation rather than excessive promotions. His approach prioritizes brand positioning, premiumization, and experience-driven engagement—ensuring that customers return not for discounts but for the unique value the brand offers.
Transforming Convenience Retail
One of the most unconventional yet successful partnerships Ramzi spearheaded was the collaboration between Shell Oman and Al Meera, a leading supermarket chain. Traditionally, fuel retailers operate independently from supermarkets, focusing solely on fuel and basic convenience store offerings. However, recognizing a shift in consumer expectations, he championed the integration of high-quality grocery options within fuel stations. This strategic move transformed the retail experience, offering customers a seamless one-stop destination for fuel and fresh groceries. The result was increased footfall, stronger customer retention, and a new revenue stream that redefined convenience retail in the region.
Redefining Convenience with Premium F&B
Ramzi Mejri understands that leadership often requires making bold, counterintuitive decisions—ones that may initially face scepticism but ultimately lead to success. One such instance was his decision to invest in premium F&B offerings within convenience stores, a move that went against the traditional belief that fuel customers only sought quick, low-cost snacks. While many in the industry doubted the viability of this approach, Ramzi saw an opportunity to cater to evolving consumer preferences. By introducing fresh juices, gourmet donuts, and locally inspired food options, he not only enhanced the retail experience but also unlocked higher-margin sales and repeat purchases. This shift proved to be a game-changer, redefining convenience retail beyond just fuel and impulse buys.
Blueprint for a Business That Lasts
When envisioning a ‘future-proof’ retail or F&B business model, Ramzi emphasizes three core elements that are essential for longevity and resilience:
- Data-Driven Personalization – He believes that businesses must leverage AI-powered recommendations, optimize loyalty programs, and implement targeted marketing to create hyper-personalized customer experiences. Consumers now expect brands to anticipate their needs, making data analytics a critical component of success.
- Omnichannel Integration – According to Ramzi, future-proof businesses must seamlessly merge physical stores, digital platforms, and delivery services. Whether through mobile ordering, contactless payment solutions, or app-driven promotions, an interconnected ecosystem ensures convenience and engagement across all touchpoints.
- Sustainability & Local Sourcing – He underscores the growing consumer demand for ethical and eco-conscious practices. From reducing carbon footprints to prioritizing locally sourced products, businesses that align with sustainability initiatives foster deeper connections with their communities while building long-term brand trust.
Beyond financial metrics like revenue and market share, Ramzi defines long-term success by the sustainable impact a business creates. For him, true success is not just measured in profitability but in the value a company brings to its customers, partners, and employees. A business that fosters customer loyalty, enhances operational efficiency, and strengthens brand trust is one that stands the test of time. Ramzi’s approach centers on building businesses that are not only profitable but also purpose-driven, ensuring they contribute meaningfully to the industry and society at large.
