The Sheetz fuel brand scored a market efficiency of 4.29 in 2018 despite a narrow price differential compared to its local competition. As Mike Lorenz, executive vice president of petroleum supply for the Altoona, Pa.-based chain explained, competing mainly on price can be a losing strategy. This is why Sheetz prefers to focus on the entire offer, including a sophisticated foodservice program.
"As you continue to discount, you're getting kind of what we want to call 'natural demand' from a particular site," he said. "You're inviting consumers to come in to cherry pick, but they're not sustainable."
|Price Differential:||-0.39 CPG|