7-Eleven Canada is changing its pumps in Alberta and Ontario to ExxonMobil's Esso and Mobil or Suncor's Petro-Canada brands, the company said late last week in a news release.
The Canadian retailer said offering recognizable fuel brands appeals to customers.
The conversion, however, comes as other North American fuel retailers - including Canada-based Alimentation Couche-Tard, 7-Eleven's largest rival - are moving away from major oil brands. Couche-Tard has been rebranding pumps to the Circle K Fuel brand for several years.
Sixty-three of 7-Eleven Canada's 550 stores will be rebranded by the end of the year, the company said.
Customers will earn rewards on fuel purchases from Petro-Canada, Esso or Mobil's loyalty programs in addition to earning 7Rewards points and fuel partners' points on eligible in-store purchases, the company said.
"7-Eleven is one of Canada's most recognized brands," Marc Goodman, vice president and general manager of 7-Eleven Canada, said in the release.
"Customers look to 7-Eleven to serve some of the most recognizable products, like Slurpee or Big Bite. By partnering with well-known fuel brands, 7-Eleven Canada is giving our customers a one-stop-shop experience for all for their favorite foods, beverages and snacks, while fueling up with their preferred fuel brands."
The stores will remain open during and after the transition to other fuel brands and all 7-Eleven Canada stores' brands and menu offerings will stay the same. The rebranding started in mid-April. The company will promote the new fuel brands with events designed to "engage the local community," the release said.
Couche-Tard and other retailers have said they are moving away from branded fuel because they can buy unbranded fuel cheaper and sell it under their own brand. They can also promote fuel and store merchandise with their own loyalty programs instead of participating in a branded fuel rewards program, owning the data they collect.
This content was created by Oil Price Information Service, which is operated by Dow Jones & Co. OPIS is run independently from Dow Jones Newswires and The Wall Street Journal.
--Reporting by Donna Harris, dharris@opisnet.com; Editing by Jeff Barber, jbarber@opisnet.com
(END) Dow Jones Newswires
April 23, 2025 10:46 ET (14:46 GMT)
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