Two service stations have switched to the Texaco brand, having both previously sold fuel under the Shell brand.
Johnsons Retail’s Pentwyn Service Station in Cardiff and Central Convenience Stores’ Verwood Motors in Verwood, Dorset, both switched to the Texaco brand in the last few months.
Family-owned Johnson’s Retail has three service stations, two of which were already Texaco-branded. From his experience of working with Valero, which markets fuel in the UK under the Texaco brand, part-owner Michael Johnson decided it was time to bring the third service station under the brand too.
Johnson said: “Switching over proved a big decision for the business, as this site had been Shell branded for a considerable length of time. Valero proved to be very competitive on their fuel offer and were very supportive of our planned site development works.”
A big factor in deciding to switch was Valero’s card offering. “Texaco’s offer of cross-card acceptance meant we could continue to accept a wide range of fuel cards. This was a big factor in helping us reach the decision to switch.
“This has proved a big success and we now offer contactless, Apple Pay and Android Pay, which has also reduced the sites’ transaction times,” he added.
Central Convenience Stores has been growing rapidly, opening five new stores in June alone. It now has nine Texaco-branded service stations. The Star Rewards loyalty scheme was a key factor in the decision to move to Texaco.
Tony Start, Central Convenience Stores commercial director, said: “The Star Rewards scheme is helping us build loyalty with our customers and initial sign-ups are positive.
“Verwood Motors has definitely benefited from the rebrand – sales are up and the rebrand gave us the opportunity for a refit allowing us to offer more hot food.”
Andrew Cox, Valero’s director sales and marketing, said: “Valero is delighted that its relationship with both retailers continues to develop. We understand that switching fuel supplier is a significant decision, especially when they have a long history with another brand. It’s good to see all Johnson’s Retail sites under the Texaco brand and it’s great to be working with Central Convenience Stores at what is an exciting period of growth for them.”