Dive Brief:
- Southern fuel marketer Moore Oil is collaborating with ExtraMile Convenience Stores, to rebrand 20 c-stores in the Birmingham, Alabama, area, the companies announced on Tuesday.
- The 20 Chevron Food Mart stores will be rebranded to the ExtraMile banner starting later this year, with the project expected to be complete in 2027, according to the announcement.
- Along with new branding, the stores will offer “an enhanced store environment, improved product offerings, and high-quality service,” said Brad Wolford, ExtraMile’s general manager of sales, in the announcement.
Dive Insight:
While ExtraMile has several sites in Alabama, including two in Tuscaloosa and four in Montgomery, it currently only has one in Birmingham, noted Wolford in an emailed statement.
“This will be a major expansion on our end in this strategic market,” he added.
ExtraMile has more than 1,100 sites in 18 states, according to the announcement. The retailer — a joint venture between Chevron and Jacksons Food Stores — plans to reach about 2,000 stores and enter several new markets across the Southeast by 2029.
Moore, which was founded in 1917, is Chevron’s largest branded fuel marketer in Alabama, according to the announcement. Wolford said in the email that Moore supplies Chevron fuel to more than 120 locations.
“ExtraMile is excited to expand our brand in Alabama — and even more so with a trusted franchisee like Moore Oil that has been delivering for customers for more than 100 years,” said Wolford in the announcement.
ExtraMile joins fellow large c-store companies Maverik and Oxxo in expanding their reach into new areas through rebrands — the former into parts of the Midwest and the latter into the Southeast.
