Behind the Business

We sat down with long-standing JET Service Station Operator, David Dixon, to go ‘Behind the Business’ at bustling Beacon Service Station in Catterick. Drawing on more than four decades in the industry, David reflects on the pivotal moments that shaped his career – from a knockdown rebuild that significantly boosted fuel sales, to the enduring belief that people, both customers and staff, are at the heart of his success.

Talk us through your history of working with JET.

I first started working with JET back in 1980 – so it’s been nearly 45 years now, in one way or another. My career began as a Sales Assistant at a JET petrol station in South Shields (South Tyneside), where I went on to become the Assistant Manager. Then, in 1985, I took over my first site and was eventually made Service Station Operator for JET Beacon Service Station and JET Redworth Service Station, after the sites were purchased by JET Retail UK Limited. It’s been five years here and we’re flying!

Tell us about a pivotal moment.

JET Retail UK Limited’s acquisition of Beacon Service Station in 2020 was significant for me. At the time, the site was modest in size and needed an update. In November of the following year, JET Retail UK Limited made the decision to do a complete knockdown rebuild. While the works were being conducted, the site was closed for seven months – and customers were lost without it!

It’s now a large, modern site with a shop that’s four or five times bigger than before. The new SPAR Daily Deli now offers a large range of both hot and cold food-to-go, as well as a Costa Coffee machine. Updated forecourt features include JET CHARGE Electric Vehicle (EV) charging, with three 150 kWh chargers, air pumps, jet washes, and vacuum facilities. The rebuild really took things to the next level: shop sales doubled, and fuel sales increased by around 60%*. It made an already well-performing business even stronger.

If you could go back to year one, what advice would you give yourself?

Turning the clock back to 1980, I would tell myself to be bolder when opportunities came up. I had the chance to buy two sites, now with JET, but I chose not to take the plunge. At the time, it felt like too big of a financial commitment. Looking back, I’d advise myself to grab those opportunities. That said, I’ve enjoyed every step of the journey.

What is the most frequent customer feedback you receive?

Customers seem to really like JET and all that it stands for. They see it as a good-quality brand with a competitive offer compared to the bigger competing fuel brands. When we reopened in 2022, after the rebuild, the feedback was all positive.

They often comment on how great the shop looks and how accessible the site is. Due to our proximity to the army barracks, we get a lot of soldiers coming in. They choose us over other local options, which is always nice to see, especially given the number of alternatives.

Staffing has also been a big part of our success. As a Service Station Operator, I employ around ten people per site and have excellent staff retention – our longest-serving team member has been with us for over a decade. Customers really appreciate that consistency and the friendly service.

What do you enjoy most about your job – and what are the biggest challenges?

People make a business sing. Our customers are fantastic. It’s a pleasure to serve them and meet their needs as a local business. Of course, there will always be the odd challenge, but overall, the experience is positive.

Working with my staff is what I enjoy most. Staffing can be challenging at times with holidays, commitments, and sickness, but our team is the most important part. They shape how the site runs and how it’s received by customers.

What does an average day look like for you?

I usually start by walking around the site to check the forecourt and shop are in good working order. I’ll make sure stock levels are right – we do chilled orders six days a week – and then move on to reconciliation tasks, verifying accounts, checking bank transactions, and reviewing staff rotas.

I spend four to five days a week on-site, supported by excellent Assistant Managers. I’m always on hand by phone if needed. JET also mirrors that support – Wayne Oakes, JET’s District Manager, has been a huge help. Even when he has been on holiday, he’s been quick to step in and solve problems. It is reassuring to know that help is always at hand.

Any final thoughts?

The focus for Beacon Service Station is on continued growth. JET is actively promoting JET ULTRA Premium Fuels, which are new to the site following the redevelopment, and are proving popular with customers as an addition to the area. There is also enormous potential in Renewable Diesel** in the years to come, which is currently available on our HGV forecourt, as hauliers and businesses look for lower carbon fuel options.

JET Beacon Service Station has come a long way, and my ambition is to build on our success, keep developing, and keep offering the absolute best for customers.

Footnotes:

JET CHARGE

About JET

JET Business