Texor's AMSTAR Rises

Retailer, distributor unveils new gasoline brand

Steve Holtz, Editor in Chief, CSP Daily News

RIVERSIDE, Ill. -- A grand opening of a new concept store meant grand sales for Texor Petroleum, which welcomed customers with special promotions and sales to checkout its redesigned store and new gasoline brand in Riverside, Ill., this past week.

"The grand opening was a real success," Bill McCloskey, vice president, retail operations, told CSP Daily News. "We were very aggressive with our fuel prices and went as low as $3.79 on Friday and Saturday."

This in a market where gasoline prices are easily topping $4.25 cents per gallon (cpg).

During the grand-opening celebration, customers could spin a prize wheel to win store merchandise. The store also revived the full-service concept, having area teenagers washing windows and filling gasoline tanks. "It was a lot of fun," McCloskey said. "Gallons doubled from the previous weekend, and our customers seem to really enjoy the experience. The $600-million Power Ball helped get even more people in the store."

The store was remodeled in late winter, incorporating a new proprietary coffee program called Arthur Avenue and Texor's new AMSTAR gasoline brand. While the Riverside store, previously branded Minute Man, is the first of Texor's retail sites to undergo a rebranding, McCloskey said the company is anxious to grow the brand in the Chicago market and beyond.

Along with the new branding, Texor is actively promoting its Spinback Rewards program, which allows customers to earn cents-off-per-gallon rewards by purchasing specially marked items or reaching promotion threshold levels. "It has been a really successful loyalty program because we have secured a high percentage of vendor funding," McCloskey said.

As the largest independent petroleum marketer in Illinois, Texor Petroleum Co., Riverside, Ill., has more than 30 years of experience owning and operating retail locations. Texor also is an authorized distributor for AMSTAR, BP, CITGO, Clark, ConocoPhillips, ExxonMobil, Marathon, Phillips 66, Shell and Valero.

Steve Holtz, CSP/Winsight By Steve Holtz, Editor in Chief, CSP Daily News
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