Oases Rebranding Proceeds

Illinois tollway fuel stops change from On the Run to 7-Eleven; fuel remains Mobil

Greg Lindenberg, Editor, CSP

CHICAGO -- Illinois Tollway oases fuel stations in the Chicago area closed briefly last week for the conversion from Exxon Mobil Corp.'s On the Run convenience stores to the 7-Eleven brand. The conversion required that the fuel stations and c-stores be closed to allow for system integration and the verification of 7-Eleven's new software infrastructure, the Illinois Tollway Authority said.Other oases services were not affected.Check out the preliminary before and after exterior pictures of one of the stations at the O'Hare Oasis, below.

Although changesinside the O'Hare [image-nocss] Oasis store appeared still to be a work in progress on Friday, fountain, coffee and frozen beverage machines have been converted to the Big Gulp, 7-Eleven and Slurpee branding. Cases were stocked with 7-Select sandwiches and other goods. The clerks sported 7-Eleven uniforms.Official openings at the oases are expected in April, said a report by The Daily Herald.Last month, the Illinois Tollway Authority announced that 7-Eleven stores would replace ExxonMobil and take responsibility for the oases sites, including 13 Mobil fuel stations, c-stores and car washes.

"Acquisitions are part of our aggressive growth strategy. This acquisition gives our brand great visibility in Chicagoland and provides more opportunity for us to serve consumers there with 7-Eleven-style convenience," Sean Duffy, 7-Eleven's vice president of mergers and acquisitions, said at the time. "These ExxonMobil sites add to the approximately 750 locations that 7-Eleven Inc. has acquired since the beginning of 2008 when we significantly ramped up our expansion efforts."

Illinois Tollway executive director Kristi Lafleur said at the time,"7-Eleven is a nationally recognized brand, and we're pleased to have them as a new partner," "Our goal is to provide the highest level of service to our customers and 7-Eleven is a welcome addition."

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Fuel stations will retain the Mobil gasoline brand, allowing customers to continue to purchase Mobil-brand fuel and use the ExxonMobil credit card at the gasoline dispensers and inside the stores. In addition, the stores will offer consumers 7-Eleven's signature products, such as Slurpee and Big Gulp beverages, fresh foods, self-serve coffee and a wide variety of cold drinks, along with standard c-store items.

Dallas-based 7-Eleven Inc. operates, franchises or licenses more than 8,300 7-Eleven stores in North America. Globally, it operates, franchises or licenses more than 39,000 stores in 16 countries. During 2009, 7-Eleven stores worldwide generated total sales of more than $58.9 billion. The company is franchising its U.S. stores and is expanding through organic growth, acquisitions and its Business Conversion Program.