Canadian Tire and Petro-Canada leaders discuss plans to rebrand 19 retail fuel sites by year-end
When Canadian Tire Corp. and Petro-Canada announced they were coming together to enhance each other’s loyalty programs for a better customer experience, both companies also emphasized they would strive to improve the customer experience at the gas pump.
In turn, more than 200 Canadian Tire Gas+ retail fuel network sites are being rebranded to Petro-Canada stations, while still being under Canadian Tire ownership.
The first of these rebranded stations was unveiled in July at 1080 Victoria Street in Kitchener, Ont. The site features an updated and refreshed design for the forecourt, giving the operation a sleek, modern look. Nineteen more locations are planned to be rebranded by the end of 2024 and will feature that updated design.
“When you pull up, you’ll notice that the site has been refreshed with new canopy cladding and includes updated signage and elements to promote the Petro-Canada brand,” says Michael Magennis, senior vice-president, petroleum and strategic initiatives at Canadian Tire Corporation.
“The scope of the rebrands covers the frontcourt, which includes adding Petro-Canada branding to the canopy, street sign, store front, and fuel dispensers,” adds Shannon Wing, general manager, retail sales and operations for Petro-Canada, a Suncor business. “The updated canopy design is our exciting new look, which is being implemented at all new Petro-Canada locations.”
The sleek design also retains long-standing Petro-Canada elements, such as the curved profile along the sides and the Petro-Canada leaf, she adds: “Once sites are rebranded, guests will experience the consistent look and feel of a Petro-Canada.”
While the sites have a new name and look, Magennis emphasizes this does not mean that Canadian Tire has relinquished ownership of the sites. “The location, like all rebranded sites, remains owned and operated by Canadian Tire Corporation, which means customers can look forward to receiving the same great service from the same friendly team who are excited to continue serving their community.”
Petro-Canada’s Wing explains the thinking behind the deal: “Our partnership with Canadian Tire Corporation brought together two trusted and iconic Canadian brands to provide more value and convenience to Canadians by expanding the Petro-Canada brand to more locations and offering more value through our linked loyalty programs.”
Indeed, Petro-Points and Triangle Rewards members can now earn rewards from both programs when visiting more than 1,800 Petro-Canada and Gas+ locations across Canada, then redeem rewards on such things as free gas, car wash and convenience store items.
As well, members in both programs who link their Petro-Points and Triangle Rewards accounts will be able to earn more rewards more quickly, including 20% more Petro-Points on every fuel purchase, according to Wing.
One interesting bit of news is that with the opening of the beverage alcohol sales in Ontario, several of the rebranded locations will soon be carrying beer, wine, cider and RTD drinks among its offerings at the convenience side of the operations.
“Customers can expect to see the same great selection of snacks and drinks at our rebranded sites,” says Magennis. “As we continue to evaluate the product assortment at our stations to ensure we are providing value and relevance for our customers, we will also offer wine and beer at some Ontario locations starting this fall.”
