Chevron Named CSD’s 2008 Chain of the Year

At a time when many industry marketers are struggling with high gas prices, exorbitant credit card fees and few options, one company is shining above all others.

Over the past 12 months, San Ramon, Calif.-based Chevron has reduced credit card processing fees for its branded marketers, launched a new “no fee” co-branded Visa credit card with a loyalty component, successfully integrated its Image Refresh design throughout its entire network, expanded its ExtraMile convenience store chain to new markets in Oregon and California, and promoted a popular dual branded fuel strategy that gives marketers two world-class brands to grow their business. That’s no easy feat for a company with more than 10,000 corporate and franchised Chevron, Texaco and ExtraMile locations.

For its ongoing commitment to ensuring its marketers success and demonstrating a sincere willingness to work in the trenches to help them compete more effectively, Convenience Store Decisions is proud to honor Chevron as its 2008 Convenience Store Chain of the Year.

“Retailers are under enormous pressure as they battle depressed margins, unprecedented competition and high credit card processing fees both in store and at the pump,” said John Lofstock, Editor-in-Chief and Editorial Director for The Convenience Store Decisions Group. “Chevron has really established itself as the premiere industry leader when it comes to providing its branded marketers with the support they need to not only get by, but to continue growing their businesses.”

For example, Chevron’s Image Refresh program is a flexible image system that can be adapted to any site. The goal wasn’t to force retailers to adopt a costly new image unilaterally imposed by the oil company. Rather, it was carefully developed using an array of components each designed to meet individual site needs.

Unique retail fixtures were also specially designed to improve the customer experience and differentiate the Chevron brand from the competition. But more importantly, significant financial incentives were offered to marketers of all sizes to help them maintain and enhance every facility that flies the Chevron flag.

“I am proud of the many colleagues throughout the Chevron network who work tirelessly to give customers a positive convenience store experience from the very minute they walk into our stores until the moment they leave our stations,” said Danny Roden, vice president for the Americas, Chevron Global Marketing. This award is a testament to their hard work each and every day.”

Shining Star
While its work with its core Chevron brand has been impressive, the oil company’s effort to revitalize the venerable Texaco brand has been equally remarkable.

Following the company’s 2001 merger with Texaco, Chevron was required to license the Texaco retail brand to Shell in the U.S. for the marketing and sale of motor fuel through June 2004. In July 2006, Chevron gained exclusive rights to the Texaco brand in the U.S. Since then, the Texaco star has risen at more than 2,500 convenience stores and gas stations nationwide making it one of the fastest national rollouts of a retail brand in U.S. history.

In Texaco, Chevron operates a brand that has been recognized as an outstanding provider of quality products and services for more than a century. Plus, it offers Chevron marketers another strong brand to grow their business.

Chevron will be honored on Oct. 5 at the Metropolitan Club, which is located on the 67th floor of the Sears Tower in Chicago. For information, contact John Lofstock, at (201) 836-5100 or

CSD’s Chain of the Year award annually honors a convenience store or petroleum chain that has established itself as a superior retailer and innovator in its markets of operation. CSD’s first Chain of the Year award was given to Wawa Inc. in 1990. Chevron follows 2007 Chain of the Year winner Alimentation Couch-Tard. Other past winners include Valero Energy Corp., Sheetz Inc., 7-Eleven Inc., Amerada Hess, Petro-Canada and Kwik Trip Inc.


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