Charging ahead: Navigating the new fuel frontier
If you are a Canadian fuel retail operator, you are likely suffering from whiplash.
One day, fuel prices push ever higher, only to be followed by a sudden drop, then another rapid increase. Customers respond by cutting back on gas purchases by driving less, then flooding into the forecourt when prices fall, only to disappear again when prices rise.
According to the most recent Canadian fuel retail statistics, this year has seen a significant increase in sales driven by the Iran war—which shows no sign of ending soon—and the supply shocks resulting from it. Statistics Canada reported that March sales at gasoline stations and fuel vendors surged 12.4%, contributing to a total retail sales increase of 0.9% ($72.7 billion).
As a result, competition among fuel retailers for Canadians’ fuel spend is intensifying.
Studies tracking the North American fuel retail market consistently show that, to compete today, retailers must create a retail ecosystem that goes beyond simply selling fuel.
Dover Fueling Solutions’ 2026 Fuel & Convenience Trends Report points to several ways retailers are working to stay competitive. Many are expanding their foodservice offerings, moving away from the traditional mix of fuel, snacks and tobacco—once called “smokes and cokes—and adding more fresh food options and attractive grab‑and‑go selections.
Major chains with fuel retail operations, including 7‑Eleven and Circle K, are opening larger locations with a focus on grab‑and‑go meals, coffee and fresh food. The goal is to be not just a destination for fuel, but a destination for breakfast, lunch and dinner shoppers. With the opening of the beverage alcohol market in Ontario, a growing number of sites are adding VQA wines and beer to the mix. Want something healthy? With the mainstreaming of GLP‑1 drugs for weight loss, fuel retailers are adding a range of healthier options, including higher‑protein snacks.
READ: Ozempic and other GLP-1s about to take a bite out of the fast-food business: experts
Fuel retailers are also enhancing loyalty programs to deliver more personalized communications and drive sales. Some studies find that anywhere from 50 to 70% of sales at a fuel retailer are driven by loyalty programs. Dover Fueling found nearly half of the retailers it surveyed are working to strengthen their loyalty offerings to drive customers into the forecourt and then into the convenience store and car wash. Newer technologies will push out offers faster and with more precision, tying fuel or food promotions to a customer’s buying habits. Offers may even arrive before a customer reaches the pump. A discount may be automatically applied to a fuel purchase, followed by a thank‑you message for continuing to make that retailer their preferred place to buy fuel.
Nearly all major Canadian fuel retailers are enhancing their loyalty programs, allowing customers to earn more points, earn them faster and redeem them across a wider range of products and affiliates. Many are also using loyalty programs to encourage customers to purchase higher‑octane fuel.
Another way fuel retailers are looking to compete is by adding EV chargers to their forecourts.
While there is plenty of talk about the “death of EVs” in North America, that narrative is exaggerated.
Adding electric vehicle chargers is a long‑game strategy. EVs will continue to be sold, more will be on the road in the coming years, and new players from China are expected to enter the Canadian market. All these vehicles will need places to charge, and adding chargers to the forecourt is a natural fit.
Petro‑Canada and Canadian Tire have added EV chargers and are expanding their networks. Others are doing the same.
Tying EV charging to loyalty programs is also a natural fit and will help drive business into convenience store operations and even the car wash. While waiting for a charge to finish, customers can pop into the store and grab a fresh meal for breakfast, lunch or dinner; swing by the car wash afterward; or receive a free wash to use the next time they visit to charge.
This article was originally published in the September/October 2026 issue of CSNC.