Originally founded as an ice-cream parlor in the early 1930s, High’s Dairy is the retail arm of Baltimore-based Carroll Independent Fuel and remains best known for its ice cream and milkshakes.
But while dairy may be its heritage, its private-label gasoline program is more recent. Originally fueled by CITGO and Shell, High’s made its foray into self-branded gasoline in 2011, when it unveiled a prototype station in Chester, Md. Soon after, High’s was acquired by Carroll Independent Fuel, spurring a chainwide shift from major-oil banners to the independent High’s forecourt offering.
Bolstering sales is High’s Rewards, a fuel-based, cents-per-gallon discount program triggered by in-store purchases of select items. The program features online and mobile tracking, and rewards must be used by the end of the following month.
Industry experts share their opinions on the forecourt tipping point...