KenJo Switches Pumps to Shell, ExxonMobil, Marathon

Rebrands dispensers following BP marketing strategy change; also updates logo

Published in CSP Daily News

MARYVILLE, Tenn. -- "KenJo Markets are still KenJo Markets," the Maryville, Tenn.-based convenience retailer said in a recent press release announcing the rebranding of its gasoline.

Because of BP's recent decision to revise its marketing strategy in the southeastern United States, Downey Oil Co. and its KenJo Markets took that opportunity to do the same, the company said.

"We feel like we have definitely improved our fuel offering," said Wes Carruthers, president of KenJo Markets. "When all of our conversions are finished, we will be partnered with the three strongest gasoline brands in the state of Tennessee with Shell, ExxonMobil and Marathon."

Aside from a different look at the gasoline dispensers, KenJo took the opportunity to create its own image for the buildings as well as update and modernize the KenJo signage and logos. It was "definitely time" for the KenJo tomahawk-wielding Indian to become current; the new logo identifier accomplishes that, said the company.

The convenience stores have not changed their offering, the company added. It will continue to offer Frozen Mountain Dew Slushies, the two-foot-long Super Grandaddy Sandwich, hot dogs, coffee and the Third Chance Lottery drawings, among other products, services and amenities.

Downey Oil supplies the gasoline to 56 BP sites in East Tennessee, including the 35 area KenJo Markets. According to John Lowe, director of operations for Downey Oil, all of the current 64 BP sites it serves will be converted to either Shell, Exxon, Mobil, or Marathon by the end of 2013, resulting in very few BP stations being left in the market at the conclusion of the project. "We have been with Gulf/BP for 56 years, so it is definitely a big change for everyone, but it is a change we are extremely excited about and feel like our customers will really enjoy as well," Downey Oil president Charlie Carruthers said.