Fuel brand Jet has announced the launch of a new standards and service programme, ‘Proud to be Jet’. The programme assesses, benchmarks and continually measures site performance across all Jet-branded forecourts based on annual compliance audits and other brand-related criteria set by the company.

The Jet-funded programme has been designed to improve the forecourt experience for customers in terms of facilities and forecourt safety, but also to reward dealers and instil a sense of pride in being part of the brand’s network. As such, dealers will be rewarded ‘diamonds’, tying in with Jet’s 60th anniversary this year. These diamonds can be exchanged for a wide range of items that are aimed at further enhancing site standards such as an annual Risk Assessment and under-canopy LED Lighting. The number of diamonds awarded will depend on the compliance score.

Sharon Morrow, retail services co-ordinator at Jet, said: “We wanted to develop a standards and services programme that sets itself apart from the other industry programmes. We want our dealers to feel proud to be part of our network and to reward them when they consistently strive to represent all that our brand stands for. Our aim with ‘Proud to be Jet’ is to drive up standards year on year – consistently making our forecourts smarter, safer and more enjoyable to visit.

“Working with industry experts, we’ve designed a programme that we believe is challenging, but also transparent. We don’t want dealers to see it as a test – we want them to succeed. The assessment scores will simply help us focus on areas to improve by providing support, additional services and rewards for our dealers. Ultimately, our top priority is helping our dealers drive up footfall and we believe that by setting these standards and services, customers’ experience will be enhanced, footfall will rise and customer loyalty will increase.”

The top-performing sites throughout the UK will take part in a ‘Diamonds of Jet’ awards ceremony later in the year.