Dive Brief:
- Warrenton Oil has rebranded forecourts at 18 of its FastLane convenience retail sites from Shell to Phillips 66, a company spokesperson confirmed to C-Store Dive.
- Updates include new exterior and interior branding, such as new signage and refreshed store elements, according to the spokesperson. No other changes were made inside the c-stores.
- Warrenton’s spokesperson emphasized that the convenience stores will continue operating under the FastLane banner.
Dive Insight:
Warrenton rebranded the 18 forecourts after Shell began exiting fuel supply in its area of operation, according to the spokesperson. Most of Warrenton’s other FastLane locations already offer Phillips 66-branded fuel, while a select few sell gasoline under the FastLane brand.
Warrenton operates roughly 60 FastLane convenience stores across central and northeast Missouri, per its website.
According to FastLane’s website, Warrenton began the rebranding project on Aug. 5 and completed the final conversion on Oct. 7. All locations remained open during the transition. Shell Fuel Rewards and gift cards are no longer accepted at the 18 locations, but customers can continue using FastLane’s Kickback Rewards on fuel and in-store purchases, the company said.
In a statement to C-Store Dive, a Shell spokesperson said that Warrenton elected not to renew its wholesale marketer agreement and clarified that Shell continues to work with existing partners in Missouri and remains focused on growing its brand in the state.
“We worked closely with Warrenton to facilitate the transition and appreciate their many years as a valued Shell partner,” Shell’s spokesperson said.
