Dive Brief:
- East Coast convenience retailer Onvo has debuted its private label fuel offering and first branded gas station, according to a July 8 company announcement.
- The retailer launched the new Onvo-branded gasoline at its Onvo Express convenience store in East Stroudsburg, Pennsylvania. The location also now accepts Onvo Rewards, so customers can receive discounts on fuel and earn points on in-store purchases, according to the announcement.
- While Onvo hopes to expand its branded fuel offering to more locations in the future, it doesn’t have any immediate plans yet to do so, Harman Aulakh, vice president of marketing for Onvo, said in a statement to C-Store Dive.
Dive Insight:
Onvo was already offering branded diesel fuel at its travel plazas, which comprise most of its network. By bringing private label fuel to its standard c-store in East Stroudsburg, the company now offers branded regular gasoline to passenger vehicles as well.
The East Stroudsburg location previously offered Valero-branded gasoline, according to Onvo’s website.
“We felt that taking this step was the natural progression of our desire to continue serving our customers with an experience that reflects our mission of being always quick, always kind, and always convenient,” Aulakh said.
As it debuts its private label fuel offering, Onvo has also brought Relay Payments’ fuel payment technology to 22 of its locations this week. According to a June 10 announcement, the partnership helps Onvo reduce card-skimming fraud, as well as offer fuel discounts to Relay customers and allow drivers to pay for more over-the-road expenses via Relay’s mobile app.
This continues a busy past few months for Onvo. In April, the c-store retailer launched its inaugural hot foods program, which features bowls and sides, as well as meals across breakfast, lunch and dinner.
Founded in 1988, Scranton, Pennsylvania-based Onvo operates 39 travel stops and gas stations across Pennsylvania and New York. It also operates 25 quick-service and full-service restaurants, as well as six hotels.
