Do you have a preferred gasoline retailer? Many people do, and they are willing to drive to their preferred station to fill up. That is why brand recognition matters so much in the retail fuel industry. If you’re considering opening up a new business, a retail gas station is a great opportunity, and we can help. Our Greg’s Petroleum Services team offers gas station franchise owners branded retail fuel opportunities as Chevron®, Texaco® or Shell® branded stations right in our home area of Kern County. Opening a branded retail fuel store with the backing of a major brand like Chevron® offers significant advantages, from customer recognition to superior product offerings, making it a strategic choice for retailers aiming to maximize profitability and customer loyalty.
Understanding the retail fuel industry
Over half of the gasoline sold in the United States is branded, meaning it comes from a recognized brand fuel station. However, choosing where to buy gasoline is more about brand recognition than brand recognition. When gasoline is processed into refineries, it’s all the same. However, after each retailer buys gasoline from the refinery, they spritz their proprietary additives into the fuel, typically during transport in the trailer truck. These additives are meant to increase vehicle engine performance and improve mileage. Many consumers know this difference and prefer a specific type of branded fuel, so they are often willing to go to their preferred brand station to fill up their vehicles. It’s one of the reasons why brand loyalty and recognition can be a huge business asset for retail fuel station owners.
Chevron’s branded fuel advantages
In the branded fuel landscape, Chevron® stands out for several innovations. Their proprietary additives, known as Techron, are designed to enhance fuel performance and are formulated to clean critical engine components, reduce fuel emissions, and improve fuel efficiency. Chevron® stations are supplied with Techron Regular, Plus, Supreme unleaded and Chevron®’s Ultra Low Sulfur Diesel. Each of these fuels meets the U.S. and California standards for improving air quality. Chevron® retail stations may also sell ultra-low sulfur diesel, which meets the EPA and CARB regulations.
Benefits of the Chevron brand
The marketplace is crowded in the retail fuel store landscape. Every few blocks, there is a new gas station. So, for an owner trying to make their store stand out, partnering with a high-profile brand like Chevron® has several advantages besides their proprietary fuel blends. According to NACS, 1 in 10 motorists consider fuel brands as the top reason for where they want to purchase their fuel. So what drives the other 90% of consumers to a branded retail fuel store? Here are some advantages branded stores have that draw consumers in.
- Customer loyalty programs: Branded retailers often have the resources to implement customer loyalty programs that independent retailers may not. Customers can join the Chevron Texaco Rewards® (CTR) program at Chevron or Texaco retail fuel stores. Using this program, customers can earn points to redeem rewards like fuel discounts and in-store purchases that they can monitor on the Chevron/Texaco app.
- Logistics support: Large brands like Chevron® can offer extensive logistical support to retailers, including marketing, mobile apps, business permitting, and more. For many owners, this support is crucial to their business success and allows them to focus on building their business and bringing in more customers.
- Consistent fuel supply: Another advantage branded retailers have over independent stores is access to the brand’s network for fuel supply needs. With the backing of a major fuel brand like Chevron®, you never have to worry about running out of fuel, especially during shortages or scarcity. Because a large brand is backing your station, consumers know you’ll always have the fuel they need.
- Price stability: Most retail fuel stores’ agreements with large brands like Chevron give them much more price stability than independent fuel retailers. These agreements allow owners to lock in fuel pricing, which helps them avoid the time-consuming process of constantly searching for the best deals, increases their cost savings and helps them have more predictable financial planning.
- Retail best practice support: Chevron® is well versed in what makes retail fueling stores work and has processes and support to help retailers succeed. Branded stations benefit from their operations support for everything from employee training to running the store efficiently. This support can be crucial for new owners in creating a welcoming environment that meets consumers’ expectations.
- Financial incentives: Partnering with a brand like Chevron® also gives store owners financial incentives, like loans for store improvements and more. With access to these tools, owners can keep their stores in the best condition.
- Access to new products and services: Fuel technology, products and legislation are constantly changing, and it can be difficult for retail fuel store owners to keep up. Chevron® supports its retailers with the help they need to adapt to market changes, whether it be a new fuel blend, new emissions legislation, or evolving consumer demands.
- Sales support and targeting: As a branded fuel retailer, you will be expected to meet sales quotas and adhere to strict brand standards as part of your agreement with Chevron®. But while some independent retailers see this as a hassle, it’s a big advantage. These quotas are designed to help your business succeed and are made up based on extensive market research. Unlike independent retailers, who must determine their business goals and how they can achieve growth independently, Chevron®-branded retailers have an outlined plan with support in place to help their businesses succeed.
Let us help you
Opening a Chevron®-branded retail fuel store offers many benefits, from providing superior product quality with Chevron®’s proprietary Techron additives to leveraging the strong brand recognition that attracts loyal customers. When you partner with Chevron®, you also get extensive operational and financial support, including marketing assistance, pricing stability, and training resources designed to enhance your store’s success.
At Greg’s Petroleum Service, we know the retail fuel store market, and we’re here to help. So, if you’re considering opening a station, let us help. We offer complete retail fuel branding and fleet fueling services and fuel delivery of branded fuels. With our help, you can open a station with the backing of a major brand like Chevron® and reap the benefits of their brand to help your business succeed!