Auto Service World
News   September 13, 2002   by Auto Service World

Canadian Tire Re-branding Esso Stations in Pilot


Canadian Tire Petroleum today announced its first pilot re-branding program as part of its strategic initiative to convert existing gas stations of other gasoline retailers to the Canadian Tire brand.
Three pilot sites operating at Canadian Tire facilities have been selected for re-branding and will be converted this Fall from Esso to Canadian Tire. In addition, Canadian Tire Petroleum is in re-branding discussions with other organizations in the industry.
Canadian Tire Petroleum’s re-branding strategy is part of an overall strategic initiative to significantly increase the number of gas stations where Canadian Tire operates stores during the next five years through a program of building new incremental sites and re-branding existing sites of other gasoline retailers.
Canadian Tire-branded gas stations drive market-leading productivity because of their unique offering, which includes one of the country’s most popular loyalty programs Canadian Tire ‘Money’ and in-store promotions at Canadian Tire stores. “We’ve been very pleased with the response in the industry to our re-branding initiative and the opportunities that we have to fully pursue this program. As a retailer, we’ve been an innovator in the gasoline business for nearly 50 years,” said Mike Medline, executive vice-president, Canadian Tire.
“Our re-branding strategy is a key part of our strategic growth agenda of significantly growing our petroleum network,” added Medline.
“We’re looking forward to bringing the powerful combination of Canadian Tire ‘Money’ and great in-store offers to communities we don’t yet serve today through our gas bars, and to adding to our presence where we already operate sites,” added Peter Kilty, vice-president, Canadian Tire Petroleum.


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