C-stores today are complex operations and retailers are faced with a web of concerns. Increased competition, economic conditions and declining traffic are also at the top of operators' minds. It’s times like these that working with the right fuel partner matters the most.
Consumers have been vocal about inflation concerns. But inflation, as well as other causes of price volatility, worries convenience store operators as well. CSP’s 2025 Outlook Survey found that economic conditions and inflation were the top concern for 40% of retailers when they were surveyed last fall. Nearly 45% of these operators predicted that fuel margin volatility would be a top concern this year. Meanwhile, competition among c-stores is an increasing concern for operators, the survey found.
Gas and loyalty programs drive consumers
Quality fuel remains a considerable opportunity for c-stores. While consumers enjoy a variety of services at convenience stores, gas is still the top priority. Nearly 70% of consumers pay for fuel when they stop at a convenience store, according to Technomic Q1 2025 Consumer C-Store Market Brief.
Consumers have plenty of options when choosing a convenience store, and loyalty programs are increasingly helping them decide where to make a stop. Sixty percent of consumers surveyed for Technomic’s Consumer said convenience stores that offered loyalty or rewards programs were important or very important to them.
Fueling return visits
CITGO® customers also benefit from a best-in-class fuel — the newly reformulated TOP TIER™ TriCLEAN® gasoline.
TriCLEAN is an easy sell. Research shows consumer perceptions about the quality of CITGO fuel and the reputation of CITGO are top reasons for their purchases, with positive perceptions of CITGO fuel’s cleaning properties increasing by 15% in recent years. To help educate customers who are not yet fans of TriCLEAN, CITGO offers unique educational and marketing programs.
CITGO data also confirms the importance of loyalty programs in driving affinity for the brand. Club CITGO® members purchase 78% more fuel than non-members and visit the locations more frequently. Existing CITGO store operators that embraced the Club CITGO program in 2024 have seen an average of 5% fuel volume growth and an average of $9,500 in incremental margins.
Club CITGO has benefits for customers, too. Members receive a 3¢ rollback reward on fuel purchases as well as special bonus day savings. Premier customers double the everyday savings and those paying with the loyalty app stack even more savings on their purchases.
Spotlighting brand recognition
CITGO understands the complexities and operational challenges of running a convenience store today, and it offers significant benefits and valuable programs for their partners.
The Illuminate Brand Image from CITGO, which includes price signs and LED lighting, highlights the recognizable CITGO brand and offers customers security and familiarity.
CITGO has also developed Elevate, a cost-effective c-store exterior and interior design program that helps retailers create a branded look, while using their own c-store name.
The Illuminate and Elevate programs have been proven to increase volume for retailers. Some convenience stores that switched to the new CITGO Illuminate brand image have seen as much as a 30% volume increase. C-stores that have made Elevate updates have seen an additional 5% fuel volume increase and over 20% merchandise sales increases.
The benefits of true partnership
Working with CITGO is a win-win for retailers and their customers. And it’s never been a better time to switch to this trusted fuel partner. Retailers that switch can receive up to $70,000 in incentives. That includes up to $50,000 in free Illuminate branding updates and up to $20,000 for their first load of the newly reformulated TOP TIER TriCLEAN gas.*
By working with CITGO, c-stores are included in the company’s support and marketing programs, including our exceptional customer service. And most importantly, partnering with CITGO offers peace of mind to c-store operators concerned about fuel quality, reliability, and price.
For more information on this offer visit Going CITGO.
*Subject to credit approval.
This post is sponsored by CITGO