For Sash Erramshetty, running a network of service stations has always been about adapting. With 25 years in the industry and over 30 sites under the BOSS Group banner, 11 of which are directly operated, Sash has watched the petrol and convenience landscape reshape itself time and again.
“When we started in this industry 25 years ago, a lot of service stations were small operations. Some were just a mechanic and a forecourt, nothing else,” he says. “It’s just a different kettle of fish now.”
That willingness to evolve, rather than resist change, has been central to how the BOSS Group operates. And it is a mindset that led Sash to become one of the earliest independent adopters of VDMS cigarette dispensing machines.
An Early Adopter with No Regrets
The BOSS Group was among the first independents to install VDMS cigarette dispensing machines, at a time when the product was mainly used by larger corporate networks. That was around eight to nine years ago.
“We saw it at one of the conventions and thought, why not experiment with it?” Sash recalls. “Since then, we haven’t looked back. Every new site we open, if it warrants the investment, we put a VDMS cigarette dispensing machine in.”
Sash acknowledges the upfront investment is significant. But for him, the decision comes back to one thing above all else.
“It keeps my staff safe. That’s the main reason.”
Tested Under Pressure
That commitment to staff safety has been validated in real terms. At one of the BOSS Group’s 24 hour sites, offenders attempted to break into the VDMS cigarette dispensing machine and spent around 20 minutes trying to force it open before giving up and leaving.
“The store wasn’t damaged much,” Sash says. “Only the counter where they tried to get into the VDMS machine, but they couldn’t.”
No stock was taken and no staff were injured. More importantly, Sash has seen a lasting deterrent effect.
“Since installing the VDMS cigarette dispensing machines, hold ups across our sites have dropped significantly. That particular site hasn’t had another incident since.”
The VDMS cigarette dispensing machine turns a service station from an easy target into a hard one, and word gets around.
From Standalone to Fully Integrated
In the early days, Sash used the VDMS system as a standalone tool, checking dispense counts against back office data and using the portal reporting to track top and bottom sellers.
About four years ago, the BOSS Group took the next step, integrating the VDMS system directly into their point of sale. The integration means the VDMS cigarette dispensing machine only dispenses after payment has been processed, removing another layer of risk.
“Now, without payment, it doesn’t even dispense.”
Using Screens to Promote the Offer
Several BOSS Group sites also use the screens built into VDMS cigarette dispensing machines to promote their own offers, including their coffee brand, in store menus, and branded content.
With the recent Windows 10 media server upgrade, Sash has noticed added flexibility. He is also aware of VDMS’s Vision2Display advertising program and has one site already trialling third party content.
Investing in What You Have
The BOSS Group’s approach to growth is measured. Sash and his team are investing heavily in their existing network, whether that is site beautification, underground tank work, or operational improvements. New acquisitions remain on the radar, but only when the numbers make sense.
“With current expenses going through the roof, interest rates, wages, insurance, it’s not the same as it was 10 years ago,” Sash says. “Every single percentage increase in everything adds up.”
Of the sites not directly operated, all are leased rather than run on a commission model. “We don’t believe in the commission model,” Sash says. “With a lease, they have their own thing going on. As long as they adhere to industry standards and our buying group standards, let them do their own thing. They know what works in each store.”
Looking Ahead
Sash does not pretend the market is getting easier. Rising costs and aggressive fuel discounting are real pressures. But Sash has navigated nearly three decades of change by staying practical, investing where it matters, and refusing to stand still.
Systems like VDMS have played a tangible role in that approach, keeping staff safe, protecting stock, and supporting a cleaner operation across the network.