Discover the Benefits of Branded & Unbranded Fuel
Selecting the right product for your C-Store is the first step to a successful operation. World Kinect offers a wide range of fueling options for convenience store owners, including significant supplier branding programs and unbranded products. What is the difference between choosing branded or unbranded fuels? It mostly comes down to name recognition and the direction you want to take your business.
Using Branded Fuel
Brand name fuel is any gasoline attached to a brand name, such as Phillips 66 or Chevron. Typically, branded fuel contains additives incorporated into gasoline. The additives are used to help a vehicle's engine perform better and remain cleaner while reducing emissions.
Branded fuels also come with many marketing benefits that unbranded varieties don’t support, such as brand recognition and loyalty, customer reward programs, and location services in branded consumer apps. These qualities may come at a higher cost than unbranded options, but that is greatly outweighed by the benefits convenience store owners get from more well-known brands.
Using Unbranded Fuel
Unbranded fuel options do not carry the responsibility of advertising a name brand or using more additives than what is required by state and federal regulations. Even though it may not contain as many additives as brand-name gasoline, unbranded fuel should typically perform for vehicles but cost convenience store owners less.
Choosing to supply unbranded petrol, gasoline, or diesel, frees convenience store owners to supply a wide range of options for customers without committing to a single brand. There is a little more freedom when you can work outside of ads and other regulations required of a widely recognized name. You are still supplying a great product; it just might miss out on the brand loyalty and recognition that owners get from branded fuels.
Selecting the Right Fuel for Your Needs
Ultimately, you decide which type of fuel and products will best meet the needs of your customer and business. If you are unsure if branded or an unbranded product is right for you, consider the following:
● Fuel Preferences: Is there a particular brand of fuel you are loyal to and prefer to use? Consider what you look for in fuel and see which brands best fit those needs. You want to be able to offer a product that you are proud to use yourself, so think about why you gravitate toward the kind of gasoline, diesel, or petrol that you use.
● Pros and Cons: If you have a few fuel options you are considering for your operation, carefully weigh the benefits and drawbacks of each product. Like any other business, convenience store owners must consider their options objectively; unbranded fuels, while cost-saving up front, might not offer marketing, loyalty rewards or national advertising to attract new customers. Consider the offers of each brand and product that could be factors of success when considering pros and cons of the fuel options available to you.
● Location: Consider the other fuel retailers or convenience stores in your area and what they are offering. Where will your operation fit? How are you going to stand apart from competitors? You want to be able to reach your target customers and avoid having competitors take them away from you.
● Professional Advice: World Kinect understands the decision can be difficult. Talk to our professional team to learn more about your options and find out what may work best for you.