QuikTrip Review Is Now a Trek

Chain Chooses 5 Finalists, Then Backs Off
DALLAS-It may not take long to get a tank of gas at QuikTrip, but there’s no express lane for agencies vying for the chain’s regional $6 million ad account.
Five undisclosed shops-one from each of QuikTrip’s key markets, including St. Louis and Kansas City, Mo.-have been selected as finalists by the company.
Over the next 60-90 days, though, the Tulsa, Okla.-based client will evaluate its options, including possibly abandoning the review, before inviting the five to present later this summer, a QuickTrip representative said.
Each of the finalists has been told of the impending lull. After the two- to three-month client introspection, the contenders could be given a spec assignment, according to sources.
Sources said issues apparently up for discussion include whether creative-only assignments would eventually be doled out, or if the media would be bundled with the account.
All the agencies were chosen based on geography and retail experience, particularly in the client’s preferred medium of radio.
The shops are in Tulsa, St. Louis, Atlanta, Kansas City and Dallas. The chain is planning a major expansion in 1999 into the Dallas market.
Sources said QuikTrip sent questionnaires to some 20 shops in its core markets. There was no incumbent. ƒ