Why Shell’s Transformation into Speedway is a Race Worth Watching

In the world of convenience stores, the industry leader is making some major moves. Shell, a well-known gasoline and oil company, recently made headlines with its transformation into Speedway, a convenience store giant with over 4,000 locations across the United States. This transformation is more than just a rebranding; it represents a major shift in the convenience store industry and is worth watching closely.

So, why is Shell’s transformation into Speedway so important? For starters, it represents a major player in the industry adapting to changing consumer preferences and market conditions. Additionally, it has the potential to reshape the landscape of the convenience store industry and affect how other major players operate. Keep reading to learn more about the transformation and what it could mean for the future of the industry.

The Fast and Furious Growth of Convenience Stores

The convenience store industry has experienced remarkable growth over the past few years, and it shows no signs of slowing down. In fact, the industry is projected to grow even faster in the coming years, as more and more consumers turn to these stores for quick, easy purchases.

So, what’s driving the fast and furious growth of convenience stores? Let’s take a closer look.

The Rise of Urbanization

As more and more people move to cities, the demand for convenient shopping options has increased. This has led to a surge in the number of convenience stores in urban areas, as these stores offer quick and easy access to a variety of products.

Additionally, the smaller format of convenience stores makes them ideal for densely populated areas where space is at a premium. As a result, many convenience stores have been able to open up in prime locations, such as near public transportation hubs and in downtown areas.

Shifting Consumer Preferences

Consumers today are busier than ever, with many people juggling work, family, and social obligations. As a result, there is a growing demand for convenient shopping options that save time and make life easier.

Convenience stores have been quick to capitalize on this trend, offering a wide range of products and services that cater to busy consumers. Many convenience stores now offer freshly prepared food, coffee, and other beverages, making them a popular destination for quick meals and snacks.

Innovative Technology

The convenience store industry has been quick to adopt new technologies that enhance the shopping experience for consumers. For example, many convenience stores now offer mobile ordering and payment options, allowing customers to order and pay for their purchases in advance and pick them up quickly in-store.

Other convenience stores have experimented with self-checkout systems and other innovative technologies that streamline the shopping process and reduce wait times.

  • In conclusion, the convenience store industry is experiencing rapid growth due to a variety of factors, including urbanization, shifting consumer preferences, and innovative technology. As the industry continues to evolve and adapt, we can expect to see even more exciting changes and developments in the years to come.

Fueling Up for Success: The History of Shell and Speedway

The Shell brand has been a trusted name in the fuel industry for over a century. Founded in 1907, Shell has grown from a small oil company in London to one of the largest oil and gas companies in the world. In 2018, Shell made a strategic move to sell their Speedway gas stations in the United States to 7-Eleven, marking the end of an era for the brand. However, the transformation of Shell into Speedway is a race worth watching, as Speedway continues to grow and expand its footprint across the United States.

Speedway traces its roots back to 1959, when the company was founded as Speedway 79. Over the years, Speedway has grown into one of the largest convenience store chains in the United States, with over 4,000 locations across 35 states. The acquisition of Speedway by 7-Eleven in 2020 has only fueled the company’s growth, as 7-Eleven plans to expand the brand and increase its market share even further.

The Early Days of Shell

  • 1907: Shell Transport and Trading Company is founded in London.
  • 1912: Shell establishes its first oil refinery in Europe.
  • 1929: Shell merges with Royal Dutch Petroleum to become Royal Dutch Shell.

The Rise of Speedway

Speedway has a rich history of its own, tracing its roots back to the founding of Speedway 79 in Michigan in 1959. Here are some of the key milestones in the history of Speedway:

  1. 1959: Speedway 79 is founded in Michigan.
  2. 1980s: Speedway expands throughout the Midwest, opening locations in Ohio, Indiana, and Illinois.
  3. 2014: Speedway acquires Hess Retail Holdings, adding over 1,200 stores to its portfolio.

The Future of Speedway

With the acquisition of Speedway by 7-Eleven, the future of the brand looks bright. 7-Eleven has already announced plans to expand the brand’s footprint, with a goal of reaching 10,000 stores in North America in the coming years. This expansion will not only benefit 7-Eleven, but it will also provide more options for consumers and create new job opportunities in the convenience store industry.

The Convenience Store Industry’s Response to COVID-19

Convenience stores have been a vital resource for communities during the COVID-19 pandemic. As an essential business, convenience stores have had to adapt and make changes to ensure the safety of their employees and customers while still providing necessary goods and services.

One of the most significant changes that convenience stores have made in response to COVID-19 is increasing sanitation measures. Stores have implemented enhanced cleaning procedures, provided personal protective equipment for employees, and added plexiglass barriers at checkout counters to minimize the risk of transmission. Many stores have also introduced contactless payment options to reduce physical contact between customers and employees.

Changes in Product Offerings

  • Grocery items: Many convenience stores have expanded their grocery offerings to meet the increased demand for household essentials. Stores have stocked items such as bread, milk, and toilet paper to ensure that customers have access to essential goods.
  • Meal options: With restaurants closing or limiting capacity, convenience stores have become a go-to option for quick meals. Stores have introduced new grab-and-go meal options and expanded their hot food offerings.

Community Support

During the pandemic, many convenience stores have also stepped up to support their local communities. Stores have donated goods and provided financial support to organizations in need. Additionally, stores have implemented senior shopping hours to allow at-risk individuals to shop in a less crowded and safer environment.

The convenience store industry has faced many challenges during the COVID-19 pandemic, but has adapted and responded in innovative ways. From increased sanitation measures to community support, convenience stores have proven to be an essential resource for many communities during these difficult times.

The Future of Shell’s Branding and Marketing Strategy

Shell is one of the largest energy companies in the world, with a presence in more than 70 countries. As a company that is heavily invested in the fossil fuel industry, Shell has faced growing pressure to shift towards more sustainable practices. In response, Shell has launched a new marketing strategy that aims to highlight their commitment to sustainability and position the company as a leader in the transition to a low-carbon future.

One key aspect of Shell’s new branding and marketing strategy is a renewed focus on renewable energy sources such as wind and solar power. The company has already made significant investments in these areas, and plans to continue to expand their renewable energy portfolio in the coming years. By highlighting their work in this area, Shell hopes to attract customers who are looking for more sustainable energy options.

The Importance of Branding in the Energy Industry

In the energy industry, branding is essential for creating a sense of trust and reliability with customers. As the world transitions towards more sustainable energy sources, companies like Shell need to be seen as leaders in this area. By investing in their branding and marketing strategy, Shell is positioning themselves as a company that is committed to sustainability and is actively working towards a more sustainable future.

Key Strategies for Shell’s Branding and Marketing

  • Focus on sustainability: By highlighting their work in renewable energy and other sustainable practices, Shell is showing their commitment to a more sustainable future.
  • Invest in new technologies: As the energy industry evolves, companies like Shell need to stay ahead of the curve by investing in new technologies and innovations.
  • Collaborate with stakeholders: Shell is working with a range of stakeholders, including governments, NGOs, and local communities, to develop more sustainable practices and create a more sustainable energy future.

Overall, Shell’s branding and marketing strategy is focused on positioning the company as a leader in the transition to a more sustainable future. By highlighting their work in renewable energy and other sustainable practices, investing in new technologies, and collaborating with stakeholders, Shell is taking an active role in creating a more sustainable energy industry.

Revving Up the Competition: Other Major Players in the Convenience Store Industry

Convenience stores have long been a staple in many neighborhoods, providing easy access to essentials and snacks. While chains like 7-Eleven and Circle K have dominated the industry, there are other major players worth considering.

One such player is Wawa, a chain that has been expanding rapidly in recent years. Known for its made-to-order sandwiches and high-quality coffee, Wawa is a favorite among East Coast residents. The chain has even expanded into Florida, with plans to open stores in other states as well.


  • Another major player in the convenience store industry is Sheetz, a chain based in Pennsylvania with over 600 stores in several states.
  • Known for its made-to-order food and extensive selection of snacks and drinks, Sheetz has won over customers with its commitment to quality.
  • The chain has also embraced technology, offering touch-screen ordering kiosks and mobile ordering options to make the shopping experience even more convenient.

Cumberland Farms

Cumberland Farms, a chain with over 600 locations primarily in the Northeast, is another major player in the convenience store industry. The company has recently undergone a rebranding effort, with a focus on fresh food and improved store layouts.

The company’s “SmartPay” program, which offers discounts on gas and other purchases for customers who use the Cumberland Farms app, has also helped it stand out in a crowded market.

  • With these major players and many more in the convenience store industry, consumers have plenty of options to choose from.
  • As competition heats up, chains will need to continue innovating to stay ahead of the pack and win over customers.

Frequently Asked Questions

Why did Shell change to Speedway?

Shell sold its retail locations to 7-Eleven’s parent company in 2020, including the Speedway brand, which 7-Eleven now owns and operates. The acquisition made 7-Eleven the largest convenience store chain in the United States and expanded its footprint to over 9,000 stores across the country. The transition from Shell to Speedway was part of the sale agreement and allowed 7-Eleven to further expand its brand and product offerings.

Will Shell stations still sell gasoline?

Yes, Shell will continue to sell gasoline and other fuel products, but they will now operate under a different brand name. As part of the sale agreement, 7-Eleven agreed to continue selling Shell-branded gasoline at the former Shell stations for at least two years after the acquisition.

Will there be any changes to the products and services offered at the former Shell stations?

There may be some changes to the products and services offered at the former Shell stations, as 7-Eleven will now be in charge of operations. However, the acquisition was made with the intention of expanding and enhancing the convenience store experience, so customers can expect to see new and exciting products and services in addition to the familiar ones they know and love.

Will the transition from Shell to Speedway affect my loyalty program points?

No, the transition should not affect any loyalty program points you have accumulated at Shell stations. 7-Eleven has stated that it will honor all existing loyalty programs, including the Fuel Rewards program, and customers will still be able to earn and redeem points at the former Shell stations.

Will the transition from Shell to Speedway affect gasoline prices?

It is possible that gasoline prices may be affected by the transition, but it is difficult to predict. 7-Eleven sets its own gasoline prices and may adjust them based on market conditions and other factors. However, customers can continue to expect competitive prices and high-quality gasoline products at the former Shell stations.

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