Retail Merchandiser - November/December 2016 - 80


Retail

EMPIRE PETROLEUM PARTNERS

Filling Up on Service
Empire Petroleum Partners develops programs and strong vendor partnerships
to boost sales for independent gas station operators. BY TIM O'CONNOR

The people of Empire Petroleum are
completely dedicated to serving and
working with independent dealers.

Hank Heithaus, CEO
www.empirepetroleum.com
Dallas

80

F

uel distributor Empire Petroleum was
founded in 1998, but today's incarnation of
the company truly started in 2011 when it
merged with Quikway to create a larger customer network. Since then, it has grown more than
five fold. The company now supplies more than a
billion gallons of fuel to 1,200 independent filling
station operators annually, making it one of the top
gasoline distributors in the United States.
The company primarily serves gas stations in
southwest Texas, Midwest, mid-Atlantic and Southeast, but brings its commitment to customer support
to hundreds of new independent dealers every year.
For many customers, Empire Petroleum is more than
just a fuel seller. It is a partner who can support every
facet of their business from store operation to credit
card systems, insurance and equipment leasing.
Unlike some distributors, Empire Petroleum only
operates a few of its own locations, which are mainly
used as test sites for new programs and promotions.
"We are 100 percent dedicated to servicing, supply-

RETAIL-MERCHANDISER.COM

EMPIRE_PETROLEUM.indd 80

ing and interacting with independent dealers," CEO
Hank Heithaus says.
Empire Petroleum distributes for several of the
country's most well- known brands, including Shell,
Sunoco, BP, Chevron, Texaco, Valero, Gulf, Marathon,
ExxonMobil, Phillips, Crown and 76. The company
also has its own labels, Empire's Fast Fuels and Solo.
Fast Fuels targets higher volume customers while Solo
is aimed at mainstay stores. Operators who rebrand
their stores under the Fast Fuel flag also gain access to
exclusive benefits, programs and promotions such as
layout design assistance and fresh food products.
The breadth of its brands is how Empire Petroleum distinguishes itself from other distributors.
"The competition is always different in every area,"
Heithaus says. "That's why we maintain the brand
portfolio we have today."

Food Focus
With larger footprints and more programs, the gas
station is becoming today's general store. According to

November/December 2016

11/4/16 9:58 AM


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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
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Retail Merchandiser - November/December 2016 - 8
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Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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