'Wheels' Are Turning at Consumers Petroleum
Connecticut distributor rebrands c-stores with updated look, foodservice ties
TRUMBULL, Conn. -- Far from spinning its wheels, Consumers Petroleum has been earnestly rebranding and updating its convenience stores to the "Wheels" moniker, upgrading fixtures, installing new equipment and bringing in not one, but two proprietary fast-food programs into their newest prototype stores.
The rebranding includes granite countertops, tile floors, open-air coolers, new cold vaults and updated lighting.
"It's a better shopping experience," said officials with the Wheels c-store chain and Consumers Petroleum.
The company is remodeling many of the sites after its new prototype, which features both a Blimpie's and a Nathan's quick-serve franchises.
Currently about half-way through its network, the plan is to upgrade two stores and build a new site every year, said the company.
As previously reported in CSP Daily News, the 16-store chain also recently announced the debut of its smartphone app and accompanying website, www.wheelscstores.com, through OpenStore by GasBuddy, Gaithersburg, Md.
Wheels has 16 locations across Connecticut that offer a wide variety of items and amenities. A third-generation, family-owned and -operated distributorship, Trumbull, Conn.-based Consumers Petroleum sells CITGO, BP and Sunoco branded gasoline in Connecticut, New York, Maryland, Rhode Island and Pennsylvania.