7-Eleven Canada celebrates new fuel partnerships in Ontario, Alberta
7-Eleven Canada is stepping away from selling its own fuel in Ontario and Alberta, handing the pumps over to some of the country’s most recognized fuel retailers: Petro-Canada, Esso and Mobil.
The move marks a strategic pivot for the convenience giant as it doubles down on its core strengths, such as snacks, beverages, foodservice and other c-store staples, while leaving fuel to the industry heavyweights.
“Suncor Energy and Imperial Oil have done an amazing job building credibility and trust with Canadians,” says Marc Goodman, vice-president and general manager of the Surrey, B.C.-based retailer.
Suncor operates the Petro-Canada brand, while Imperial Oil manages Esso and Mobil in Canada, with the latter under license from ExxonMobil.
Goodman says the new partnerships are about pairing trusted fuel names with a familiar convenience brand. thereby building just as much recognition at the pump as inside the store.
“Brands matter,” he tells Convenience Store News Canada. “On the convenience side, people know and trust 7-Eleven. Many customers have grown up with us, and that trust is what’s helped expand our food program so successfully. But it was harder to crack getting the same trust in us for fuel.”
As Goodman explains, 7-Eleven’s fuel brand never carried the same weight in Canada as it does in the U.S., where fuel and convenience have long gone hand-in-hand. In Canada, many locations didn’t offer fuel at all. “About 40% of our stores are still merchandise-only,” he notes. “That’s where most customers know us best — inside the store, not at the pump.”
To spotlight the rebrand, 7-Eleven Canada is hosting grand opening events this Wednesday, June 18, at select locations across Ontario and Alberta—10 in Ontario and eight in Alberta.
READ: 7-Eleven rebranding fuel stations in Alberta, Ontario to leading brands
From 11 a.m. to 4 p.m. EST, customers can enjoy food and beverage samples, in-store buy-one-get-one-free deals, and receive a coupon for a free medium Slurpee and free coffee (redeemable that day or on a future visit). The first 100 customers at each participating location will also receive a fuel savings card for a return trip to the pump.
The goal, says Goodman, is to attract customers who may not have previously considered 7-Eleven as a fuel stop, while letting them know that doesn’t mean the store experience has changed.
“We’ll be tracking coupons and traffic, because the idea is that they’ll bounce back—that they’ll try us at least once more, and hopefully keep coming back,” he says. “We’re building new loyalty by letting them know that while the brand at the pump has changed, the brand inside the store is still the same.”
The change has been more than a year in the making, informed by a successful pilot in Manitoba. “We saw wonderful results there,” Goodman adds. “It helped validate that this was the right move for the right reasons.”
He notes that switching to nationally recognized fuel partners is already bringing in a broader customer base.
“We’re seeing a different kind of customer at the pumps now,” he says. “As I said, people trust brands. If you’re driving a high-end vehicle and need 94 octane, you’re going to look for a name you recognize, and for many, that wasn’t 7-Eleven. But now, we’re seeing more premium fuel customers, including diesel drivers, fuelling up with us.”
That trust especially resonates with car enthusiasts and drivers who take pride in their vehicles, Goodman adds.
“They put a lot of money and love into their car. They want to trust what they’re putting in the tank,” he says. “That’s where Suncor and Imperial have earned credibility over the years. And quite frankly, not everyone has shopped in a 7-Eleven before, or thought to depending on where they went for fuel. We’re hoping to convert a lot of these customers into the store, and dispel the myth of the traditional convenience store they might have.”
The partnerships also unlock added value through some of Canada’s most popular loyalty programs. Petro-Canada customers can earn Petro-Points and double up with Triangle Rewards when using a Canadian Tire credit card. Esso and Mobil locations, meanwhile, are linked to PC Optimum.
In-store, 7Rewards continues to reward shoppers on qualifying purchases.
“Whether it’s PC Optimum, Petro-Points, Triangle or 7Rewards, customers can now double-dip on loyalty, both at the pump and inside the store,” Goodman says. “We’ll also explore some cross-promotional opportunities with 7Rewards.”
