Canadian Tire, Petro-Canada to Rebrand 19 Retail Fuel Sites By Year’s End
Canadian Tire Corp. (CTC) and Petro-Canada are in the process of converting more than 200 Canadian Tire Gas+ sites into Petro Canada fuel stations.
The first rebranded station opened in July at 1080 Victoria St., in Kitchener, Ontario. The site includes an updated and refreshed forecourt. Nineteen additional location rebrands are planned to be completed by year’s end.
The move follows CTC and Petro-Canada’s announcement to partner and enhance each other’s loyalty programs.
Petro-Points and Triangle Rewards members can now earn rewards from both programs when visiting more than 1,800 Petro-Canada and Gas+ locations across Canada, then redeem rewards on such things as free gas, car wash and convenience store items.
Members in both programs who link their Petro-Points and Triangle Rewards accounts can earn more rewards more quickly, including 20% more Petro-Points on every fuel purchase.
"When you pull up, you'll notice that the site has been refreshed with new canopy cladding and includes updated signage and elements to promote the Petro-Canada brand," Michael Magennis, senior vice president, petroleum and strategic initiatives at CTC, said in a news statement.
"The scope of the rebrands covers the frontcourt, which includes adding Petro-Canada branding to the canopy, street sign, store front, and fuel dispensers," Shannon Wing, general manager, retail sales and operations for Petro-Canada, a Suncor business, added. "The updated canopy design is our exciting new look, which is being implemented at all new Petro-Canada locations."
The design also retains long-standing Petro-Canada elements, such as the curved profile along the sides and the Petro-Canada leaf, Wing said. "Once sites are rebranded, guests will experience the consistent look and feel of a Petro-Canada.”
The sites have a new name and look, but Canadian Tire retains ownership of the sites, Wing added.
"Our partnership with Canadian Tire Corporation brought together two trusted and iconic Canadian brands to provide more value and convenience to Canadians by expanding the Petro-Canada brand to more locations and offering more value through our linked loyalty programs," Wing said about the deal.
With the opening of the beverage alcohol sales in Ontario, several rebranded locations will soon carry beer, wine, cider and RTD drinks among its offerings at the convenience side of the operations.