SANTA CLARA, Calif. -- The co-founder of the Rotten Robbie gas stations died Sunday at his Saratoga, Calif., home at the age of 98. Herb Richards was a straight-talking guy beloved by media types for his candor and down-to-earth look at the gasoline industry, said The Mercury News.
In 1947, Richards led the fight for self-service stations and lower prices despite an outcry that allowing people to pump their own gas would pose safety risks, said the report.
"He was never bashful to say what he thought, and he was such an innovator," co-worker and longtime [image-nocss] friend Jerry Cummings told the newspaper. "He loved life and the industry."
Richards and his father formed Coast Oil in San Jose, Calif., before World War II. When he began buying service stations, he wanted a name that was differentsomething people would remember. He did not care whether they liked the name or not, the report said, just as long as they remembered it.
His wife's name was Nell. He briefly considered "Nasty Nell." His partner was Don Robinson. He decided "Rotten Robbie" would work. It did. He overcame the concerns of motorists who wondered about buying gas at a place with "rotten" in its name.
He gave away a Cadillac every couple of weeks, and gave free merchandise stamps to male customers back in those early days, said the report. Their wives loved the stamps, which could be used to get discounts on grocery items. If the wife liked it, he knew, the husband would be more likely to purchase gasoline at his stations.
And his stations almost always sold gasoline for less, the report said.
Richards is survived by his wife, Nell, son Don, stepson Dan Hull and stepdaughter Linda Scott. He was preceded in death by a son, Ralph. He did not want a memorial service, but a farewell celebration will be held at a time and place to be determined, The Mercury News added.Santa Clara, Calif.-based Robinson Oil, a private-brand, fourth-generation family-owned business, owns and operates 32 stations, convenience storesseveral with car washesand cardlocks in northern California under the Rotten Robbie name. Many locations include Mrs. Robbie's Markets and selected locations provide commercial fleet fueling services in affiliation with the Pacific Pride network.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.