New signage, new services and products — same owner.
Express 24 Foodmart’s service stations in Red Deer and Penhold are undergoing some big changes, but the man who has been at the helm of the Red Deer business since it got its start 29 years ago remains in charge.
Brian Ogilvie is overseeing rebranding and renovations at the five Express 24s in Red Deer and the one in Penhold. The most notable part of the transformation is their switch to the Centex Petroleum banner — marking the end of a long association with Shell Canada.
Ogilvie explained that his contract with Shell had expired and he was impressed with Calgary-based Centex. Like Express 24, it’s a private, independent company, with about 17 stations in Alberta and several others in British Columbia.
“We got together, and our two businesses work great.”
The Express 24 stations will gain increased flexibility when it comes to things like setting prices and offering specials, added Ogilvie.
“I’ve got a little bit more freedom now that I’m dealing with independents.”
He satisfied himself that Centex fuels are as high quality as Shell’s, which reflects the fact it buys from the big refiners — including Shell.
The Express 24s are also gaining new fuel pumps.
“We’re in the middle of replacing every single pump to all new digital pumps, with pay-at-the-pump.”
Ogilvie had previously resisted pay-at-the-pump service, reasoning it made better business sense for customers to come into his stores. But he now understands how important this feature is to some motorists.
“I didn’t realize that there are a lot of moms driving around, and parents driving around, with young kids in their cars. They don’t want to fill up unless they can pay at the pump.”
The rebranded Express 24 stations will carry 89-octane gasoline, in addition to the 87- and 91-octane they previously sold. All of the stations will also carry diesel, added Ogilvie.
“We had diesel at some stores but not all of them.”
Much of the work at Express 24’s Deer Park and Eastview outlets has been completed, with the focus now on the North Hill store and the Penhold location to follow in about two weeks.
The new Centex banner is already attracting attention, said Ogilvie particularly from transplanted Calgarians.
“I was very, very surprised to find out how many people already knew about them.”
Ogilvie said he’s taking advantage of the opportunity to complete other work at his stores, including new colours and other improvements to modernize their appearance.
“Our next 30 years are going to start out nice and bright,” he said with a chuckle.
Ogilvie, who moved to Red Deer in the late 1960s to play for the Red Deer Rustlers junior A hockey team, recently became the sole owner of Express 24 — a far cry from the situation three decades ago.
“There was probably 50 partners at one time, all Central Albertans.”
hrichards@www.reddeeradvocate.com