At 5.65 cents per gallon, the Murphy Express fuel brand has a greater negative price differential than all Fuels 50 brands except for Buc-ee’s, QuickChek and Delta Sonic. The Murphy Express store brand is part of El Dorado, Ark.-based Murphy USA’s retail network, offering a larger, more traditional format than its Murphy USA-branded stores typically found near a Walmart. (In 2016, Walmart curtailed a 20-year relationship with Murphy USA and will build and operate its own gas stations. Murphy USA continues to run the branded locations it already has in Walmart parking lots.)

In one of its bigger initiatives, Murphy USA has implemented price optimization. With a new fuel-pricing system, it plans to be “less aggressive” in lowering prices in some markets. The retailer offers E10, E15 and is testing E85. It also offers ultra-low-sulfur diesel (ULSD) at sites that offer diesel, is testing biodiesel and provides winterized diesel in its northern locations from October to March.

The chain offers a Murphy Check Card that links to users’ checking accounts and offers 3 CPG off, and a credit card that offers 4 CPG off plus points with qualifying purchases. After losing access to Walmart’s fuel-rewards-based credit-card program, Murphy USA plans to begin piloting its own loyalty program by the end of first-quarter 2018. Murphy USA is also developing a marketing model for fleets.

Headquarters:El Dorado, Ark.
Station Count:249
Market Efficiency:1.500
Market Share:0.340%
Outlet Share:0.230%
Price Differential:-5.65 CPG