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Fuel Retailer Branded Programs

Branding your gas station creates immediate name recognition and trust from customers. World Kinect represents and delivers 20+ of the best known brands across the U.S. Be the brand you want to be. Access all major supplier branding programs, including our own Amstar® brand.

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Branded vs. Unbranded Fuel – What works best for you?

Branded fuel supply has special additives added to the basic gas. Those additives make the engine perform better, prolonging its life and sometimes can help reduce emission levels. If you are a fuel retailer, offering branded gasoline, petrol or diesel, on average you are going to pay more for the product. Gas sold without any kind of brand attached to it, is considered unbranded. The gas must meet federal and state regulations to meets certain standards.

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As a fuel retailer – how do I make the choice?

It's an important business decision. Brands have their own identity and customer experience. Branding brings name recognition and nationwide advertising. You may be restricted to which brand you have at your site, based on location and proximity to other stations. A downside to being unbranded is that in a shortage situation, there could be no guaranteed gas supply. (Branded stations typically get priority from their contracts.)


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How can World Kinect Energy Services help?

World Kinect is here to help you make the best decision. We provide access and support for all major branded gasoline marketing programs for operators. We offer project planning for new ground-up locations or the remodel of gas/fuel facilities and turnkey branded image conversions.

Our Amstar® brand, offered by World Kinect, lets retailers enjoy the quality fuel that customers want, without expensive branded program requirements.

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.

Work With a Partner and Industry Leader You Can Trust

World Kinect Energy Services, offers comprehensive services for convenience store operations in existing or new locations, regardless of branding.  To learn more about how we can help you support your C-store, request a call with our experts today.

Access Major Retail Fuel Branding Programs to Help Grow Your Business.

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