For Shahani, a family-owned fuel supplier, success starts at the forecourt, according to Aisha Khan, who spoke at CSP’s Forecourt Forum on Monday in Scottsdale, Arizona.
Shahani Inc. is based in Branford, Connecticut, and encompasses several specialized divisions.
The company does not operate retail locations directly but maintains tight control over standards through in-house teams and technology.
Its core business, Shahani, focuses on branded fuel and forecourt operations, while the fuel supply division manages dealer partnerships and distribution. Shahani Solutions handles site maintenance and environmental compliance, and the company also operates a fuel hauling and transportation service. A proprietary artificial intelligence (AI)-powered maintenance and operations app streamlines site management, and the Shahani Foundation supports local communities through education and trade initiatives.
C-store operators are hired locally
Shahani emphasizes hiring local operators who live in the communities it serves, ensuring that each site benefits from on-the-ground knowledge and a personal stake in its success, Khan said.
“Nobody understands the customer better than someone who lives in the town,” Khan said. “Our operators know the neighborhoods, the schools and the families. They’re part of the community, and that shows in how well the sites are maintained and how customers are treated.”
By prioritizing local hires, Shahani creates stronger relationships with both customers and municipalities while maintaining consistent operational standards across its footprint.
Forecourt design and safety are top priorities
Shahani’s footprint spans Connecticut, Rhode Island and western Massachusetts, a region dense with competition, where on a single mile, nine to 12 gas stations might operate, Khan said. In this environment, site appearance, lighting and cleanliness have become key differentiators.
“Our customers are educated, they know what they want, and they care about how their experience looks and feels,” she said.
Site selection, too, is dictated by forecourt strategy. The company chooses locations based on volume potential, traffic patterns and operational efficiency, rather than the physical store alone. Dealer partners are selected for alignment with Shahani’s standards and commitment to the community, she said.
The result is a lean, highly controlled operation where branded fuel sites perform at consistently high standards, even in competitive markets, Khan said. Recent additions include manual car washes and upgraded canopy designs aimed at extending customer dwell time and enhancing the overall experience.
“Volume matters,” Khan said, “but it’s the operational excellence—the forecourt, the service, the cleanliness—that drives loyalty and growth.”
Leaders are tech trained in-house
Khan highlighted the company’s investment in its maintenance platform, which allows operators to track requests, access manuals and communicate in real time with service teams. This digital approach, combined with local, trained operators, ensures rapid response times and consistent service across all sites.
“Our maintenance team isn’t outsourced,” she said. “Nobody cares about your site more than you do, so we built our own team.”
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