For Michael Tooley, success in the fuel business has always been about more than just offering quality fuels—it’s all about relationships.
His family-run company, Tooley Oil, has been a fixture in Northern California since 1978, evolving from its unbranded roots to a leading Shell-branded wholesaler operating multiple service stations across the state. At every turn, Shell has been more than a supplier—it’s been a trusted business partner.
“What’s kept us with Shell over the years isn’t just the brand, though that certainly plays a role,” Tooley said. “It’s the people. They show up with honesty and integrity, and they listen. That goes a long way in a business that’s always changing.”
Fueling growth with Fuel Rewards
That foundation of trust has translated into tangible growth, thanks in large part to the Fuel Rewards® program at Shell, a loyalty program that means customers never have to pay full price while driving repeat business for retailers. Fuel Rewards is designed to help retailers grow by integrating fuel and the store through vendor promotions while offering a convenient, easy experience for customers. In fact, program members buy four times as much fuel and spend twice as much in-store as non-members. Tooley describes it as their number one marketing tool and a core pillar of their customer strategy.
“Fuel Rewards gives us a real competitive edge,” he said. “Especially in California, where the price gap between branded and unbranded gas can be significant, offering extra cents off at the pump gives customers a reason to stay loyal. Other oil companies would love to be where Shell is at with their loyalty program.”
The loyalty program has become a backbone of Tooley Oil’s marketing efforts, especially at their Mixx Market locations. Working closely with Shell, they created a co-branded experience where customers can save up to 16 cents per gallon every day just by being a Mixx member. Shell provided the technology and flexibility to integrate custom point-of-sale offers, branded pump toppers, and data insights. It’s all designed to elevate the customer experience while bolstering Tooley’s brand—and its bottom line.
“We’re able to run our own offers, use our own app, and still plug into Shell’s national promotions. That level of collaboration just doesn’t exist with other brands,” Tooley said. “It’s not just transactional. There’s a real willingness to work with us on what makes sense for our stores.”
The value of long-term partnership
Beyond marketing, Shell’s partnership mindset extends to problem-solving and long-term planning. Whether it’s resolving contractual details or developing new promotional strategies, Tooley knows he can count on the team at Shell to be part of the solution.
“They’re very flexible, and if there’s a challenge or a problem, I always know we can find a solution. I know we can come to a middle ground because it’s a partnership. They want to work with wholesalers on solutions, and in my experience we’re not just a customer,” Tooley said.
And when it comes to community impact, the collaboration continues through The Giving Pump initiative. Through a designated dispenser with distinct purple branding, The Giving Pump directs a portion of purchases toward local charities. Tooley Oil supports St. Jude’s Children’s Research Hospital, reinforcing a values-driven culture that resonates with customers and employees alike.
To other wholesalers evaluating fuel brands, Tooley offers clear advice: “Don’t just look at the numbers. Get to know the brand and the people behind it. If you understand how to use what Shell offers—especially the rewards program—the value is there. You just have to tap into it.”
With loyalty built on trust and results backed by data, Tooley Oil’s story is a compelling example of how the right partnership can drive great business results, a world-class customer experience, and local community impact.
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This post is sponsored by Shell Oil Company