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Sinclair Doesn’t Plan on Becoming Extinct

On its 100th birthday, fuel brand plans to double down on dinos

SALT LAKE CITY -- Since its founding May 1, 1916, when Harry F. Sinclair consolidated the assets from 11 small petroleum companies, Sinclair Oil Corp. has sold fuel and oil in the United States as one of the oldest continuous brands in the oil industry. Now that it has reached the milestone of its 100th anniversary, the fuel brand known for its iconic, prehistoric mascot has outlined plans to double the number of gas stations under its brand across the United States.

The company markets fuel in 24 states. More than 1,300 gas stations, mostly in the central Plains and Rocky Mountain regions, sell Sinclair-branded gasoline and other Sinclair fuel and lubricant products today.

This year, it is embarking on an aggressive campaign to expand its reach through additional gas stations around the nation. By 2024, Sinclair expects to double the number of Sinclair stations and operate in most regions of the country, it said.

As reported in a McLane/CSP Daily News Flash, the company expects most of the growth to take place east of the Mississippi River.

Sinclair has prepared for this day for several years, beginning with the rebranding of stations nationwide and adding new technology for customers, distributors and licensees, bringing it all together with a newly redesigned website, SinclairOil.com, launched just in time for the centennial year.

“Big things are happening for Sinclair right now, and we wanted our online experience to reflect what our customers see at our stations and the level of service our distribution partners receive from our employees,” said Ross Matthews, CEO of Sinclair Oil. “You’re going to be seeing a lot more of Sinclair and our Dino brand in the future. We’re in 24 states right now and rapidly growing. Our new website will help fuel this growth and reach even more customers.”

Other retail developments include:

  • Dinocare Top Tier Gasoline, introduced in 2014 for today’s more complex engines.
  • Dinopay mobile app, a new mobile commerce solution for Sinclair customers launching at specially equipped stations in 2016.
  • Station branding, upgrading the customer experience at the more than 1,300 Sinclair stations by the end of 2016 with a signage program recently redesigned in honor of the centennial.
  • Expansion of the current base of branded gas stations located west of the Mississippi River eastward through new distributors and a growing licensee program.

“Our centennial will be a celebration of the years,” said Matthews. “But more importantly, we are celebrating the people and communities that have made Sinclair what it is today: one of the oldest continuous brands in the oil industry. We celebrate the past but continuously look to the future, combining our time-honored values with tomorrow’s technology to deliver cleaner, more powerful products.”

Sinclair is a privately held company with headquarters in Salt Lake City. It owns and operates two refineries in Wyoming along with a network of crude oil and finished-product pipelines and terminals in the Rocky Mountain and midcontinent regions. Sinclair Oil and Gas Co. manages its exploration and production portfolios by participating only in major oil and gas development projects in the United States. Sinclair also owns and operates The Grand America Hotel in Salt Lake City, the Little America hotel chain, The Westgate Hotel in San Diego, Sun Valley Resort in Idaho and Snowbasin Resort in Utah.

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