When Applegreen first came onto the scene in Ireland in 1992 with their first service station in West Dublin, no one could have predicted how the fuel company would take off. From there, the company have expanded year after year, and now currently own 368 stations across the island of Ireland, the UK, and USA.
Over the last 25 years, the brand reputation and success has been earned through quality retail and value offerings, including low fuel prices, quality assured products, and a supportive management team. Ray Lee, managing director of Applegreen in Charleville, tells IF&CR why he chose the company as his fuel partner, and how they have transformed his forecourt since rebranding in October.
“I’ve been managing forecourts since 2005, and recently rebranded our site on Charleville, north Cork, with Applegreen in October.
“During the time when we were thinking of changing hands, we had been talking to a few brands but Applegreen really stood out for us. We knew they had a great reputation in terms of quality branding and met the criteria of what we were looking for in a forecourt partner.
“Applegreen were already established as a quality brand, and their price proposals were one of the main draws for us. The support from their team has also made a massive positive impact on us, and it really sets the company apart from their other competitors.
“It’s great to see the company grow from strength to strength over the last few years and gain impressive ground in Ireland. They provide competitive fuel prices and modern facilities that our consumers have responded really well too, and the overall support has been great.
“During the transition period, we received a lot of useful guidance from various departments in Applegreen from marketing to sales. I think they have a business model that works really well, so from a retailer point of view it has taken a lot of hassle out of managing a forecourt.
“In regards to our convenient stores, we’re proud to partner with leading retailer Centra. The shop on our site recently underwent an entire refitting, transforming our food and convenience section with new branding, design, and products. The forecourt itself was completely revamped – with a brand new outdoor extension, fresh pumps and signage, complete with a 60 seater diner.”
Applegreen pride themselves on their commitment to provide the best quality fuel at the best possible price. The company recently improved their Unleaded and Diesel base fuel with an additive to deliver a markedly enhanced product that’s better for both vehicles and the environment. For Ray, the new Fuelgood Plus project has proved to be a real hit amongst his commuters.
“The community feedback has been hugely positive for both the shop and the forecourt. Applegreen didn’t have a presence in this area until now, and it’s been very well received. We are the first Applegreen dealer site in Ireland to sell Fuelgood Plus Premium Fuels in addition to the standard Fuelgood range of fuels, which we’re really proud of. We can now give our customers very well priced fuel and products from a premium brand, and it’s really resonated with our customers.
“Looking ahead into 2019, I think we’re in a really good position to face issues like Brexit and other challenges ahead because we’re confident in the company we’ve partnered with. We’re in a prime location on the main road between Limerick and Cork, and the store has been designed by Applegreen as a destination for people to stop, refuel their cars and recharge their bodies before hitting the road again. We’ve installed technology stations where people can charge their phones and tablets too, ensuring that we really are a destination food store in 2019, meeting the needs of the modern consumer all under one roof.”