In 1989 Chuck Baine piled his belongings into his car and drove to Knoxville, TN for what he thought was a temporary stay. Just two years out of the University of North Carolina at Wilmington, Baine had agreed to do a favor for his grandfather, the owner of The BreadBox, a Fayetteville, NC-based chain of 40 convenience stores. His mission: to complete the company’s liquidation by selling its last eight stores, all in the Knoxville area. “He gave me a map of the store locations and turned me loose,” recalls Baine, a high-achiever who had already owned and operated a Jeep dealership in a partnership with his grandfather.▼

What followed is a classic twist of fate. Instead of selling the marginal stores and heading east to enter the high-flying world of commercial real estate as he'd planned, Baine fell head-over-heels in love. Then, in a bid to stay in Knoxville to court his wife-to-be, he convinced his grandfather that he could breathe new life into the tired stores.

Baine, succeeded all around. With the support of his wife, Lori, he has used his entrepreneurial drive to build The BreadBox into an impressive chain of 19 state-of-the-art convenience stores. In 1994 he began shifting the stores’ pumps to Conoco from Citgo and Fina. His company, Transglobal Gas and Oil, is now a 100% Conoco branded marketer. Baine is known throughout Conoco for his skill as both an operator and industry visionary. “I wish I could clone him and put him in 14 different markets," praises Bill Monroe, Conoco's account manager for Transglobal.

Indeed, the two share a mutual admiration. Early in his career Baine admits he didn't know much about the Conoco brand, but liked the look of the few Conoco stores he had seen. Baine made an inquiry, and Monroe responded with a visit. According to Baine, it was Monroe's straightforward manner and knowledge of the business that spurred his move to Conoco. "From the first time he walked in the door, he impressed me, " he says. "He had a whole different air about him."

The more Baine has learned about Conoco, the more he realizes that the two companies are a perfect fit. "I like the brand, the image, and the relationships," he explains. He also values Conoco's business ethics and dedication to its branded marketers. "The one word I can use to describe Conoco is integrity," he emphasizes. "They have always done everything they said they'd do." Baine reciprocates by serving on dealer task forces and councils to develop the Conoco brand nationally.

With The BreadBox, Baine has developed an inviting, cohesive store design with all the latest features and services. His average store size has increased to 3,500 sq. ft. from 2,400 sq. ft. ten years ago. All his stores utilize the “dive-in” pump island concept, which allows space for more desirable front-door parking. Inside use of ceramic tile and neon lend a clean, tasteful appearance, while floor-to-ceiling glass gives the stores a brighter, safer feel-proven to be especially appealing to female customers. “The glass might not be the cheapest or most efficient way but, it is the best way,” he asserts.

For convenience, credit cards can be used at the pump. At five of his stores he has partnered with companies such as KFC, Taco Bell, Godfathers Pizza, and Subway to provide attached fast food outlets. “He has some of the nicest Conoco branded units in the country,” observes Al Kosley, Wholesale Marketing Manager for Conoco’s Gulf Coast Business Unit. “Each of his stores gets better and better.”

Like his grandfather, T.W. Edwards, Baine operates the stores as a true entrepreneur. He pays attention to even the smallest detail and admits he is constantly trying to find a cheaper napkin or a better deal on soft drink syrup. “I call myself frugal, " he laughs. He values his staff of 200 employees and is proud of his low turnover rate. "We wouldn't be where we are without our people," he points out.

Despite his excellence as an operator, Baine, who earned his real estate license during college, is a developer at heart. “My passion in life is finding property sitting there that people pass by every day and then molding it like clay to make something out of it,” he explains. He stays up-to-date on city and county plans for new road construction and building permits. He also relies heavily on his real estate savvy to spot up-and-coming areas that are within his targeted 100-mile radius of Knoxville.

At the same time, he isn't afraid to close stores when location and volume don't make the grade. "You have to stay focused on who you want to be," he stresses. "This business is constantly evolving." Baine has set a seven-year goal to more than double the chain to 50 stores and $100 million in annual revenue.