Gas sold under major brand names like Sunoco, Exxon, and Valero are referred to as branded fuel. This fuel comes from terminals that handle the specific brand. Branded fuels have additive packages added to the basic gas and each brand has a different formula. As a retailer of branded gas, you pay more for the product, but this extra cost is to cover the brand’s additional advertising and the additives going into the mix. If there are fuel shortages, branded retailers get first priority over unbranded retailers.
Going with a branded fuel comes with certain benefits:
- Instant name recognition. Many consumers want to go with a brand they know and trust, which provides your business with a built-in consumer base.
- A publicly traded sign.
- No upfront costs.
- Capital investments in your store.
- Top-tier fuel.
- Increased gas mileage.
- Cleaner fuel.
- Guaranteed supply.