Jackson Takes Action

Rebranding of 62 of 84 Shell stations acquired from SOPUS to begin soon

Published in CSP Daily News

By  Greg Lindenberg, Online Editor

MERIDIAN, Idaho -- Rebranding will begin shortly on many of the 84 Shell stations that Shell Oil Products US (SOPUS) has transitioned on the West Coast to PacWest Energy LLC, a joint venture formed between Shell and Shell-branded wholesaler Jacksons Food Stores Inc. The units are located from Vancouver, Wash., south to Eugene, Ore., mostly in the Portland metropolitan area, John Jackson, president of Jacksons Food Stores Inc., told CSP Daily News.

As reported late last week in a CSP Daily News Flash, the sites will continue to sell Shell-branded gasoline, although PacWest will rebrand [image-nocss] the convenience stores at 62 of these locations to the Jacksons brand.

"We are currently working on re-sets, and rebranding will follow in a few weeks," said Jackson. Changes will include "increased product variety, a more extensive foodservice offering, money orders, lotto, cleaner brighter [stores and] better customer service." He added that "extensive" remodeling and razing/rebuilding will begin as the company obtains permits.

Independent operators are the only units that will not be rebranded. Meridian, Idaho-based Jacksons Food Stores will supply them with Shell fuels.

"We look forward to meeting the needs of the residents of Portland, and to providing them with great service and quality Shell gasoline," Jackson said in a statement last week. "We anticipate the combined power of the Shell and Jacksons brands will serve to attract new customers throughout the region."

This divestment is in line with Shell's strategy to transition retail assets to joint venture and wholesale operations. "Shell's previously announced divestiture of certain markets in the U.S. put the assets in play. The assets were a good geographic and strategic fit for Jacksons Food Stores," said Jackson.

"With a strong, well-known retail brand and a reputation for excellent customer service, Jacksons Food Stores will help to strengthen the Shell retail network in the Pacific Northwest," Bill Spurgeon, west region general manager for Shell Oil Products US, Houston, said in a statement when the deal was announced. "Transitioning these sites will allow us to focus on delivering the quality fuels motorists expect from Shell."

Jacksons Food Stores is a multi-state chain of more than 100 convenience stores, car washes and 10 quick-serve restaurants (QSRs) in four western states—Idaho, Oregon, Utah and Nevada.

"We plan to continue growing," said Jackson. "It is part of our heritage."