Kroger adds first supermarket fuel centre in Wisconsin, more in the works

Grocery giant Kroger Co. is officially kicking off its fuel centre strategy in Wisconsin, with the supermarket chain's first fuel station opening at its Pick ’n Save store in Stoughton later this week.

It's one of 17 fuel centre's the company is anticipating to open by 2020 at select locations throughout its Wisconsin store footprint. Among the Milwaukee-area stores earmarked to receive fuel stations are the West Allis Pick ’n Save, which will roll out this fall, as well as the Appleton Avenue Pick ’n Save in Menomonee Falls.

After installing the 17 initial fuel stations by 2020, the company plans to add an additional four to five fuel centre's per year, said James Hyland, vice president of communications and public affairs for Kroger's subsidiary Roundy's Supermarket Inc. Kroger in 2015 purchased Milwaukee-based Roundy's, which currently operates 106 Wisconsin supermarkets under the Pick ’n Save, Metro Market and Copps banners.

Kroger began selling gasoline at supermarket fuel centre's in late 1998. The Cincinnati-based company operates more than 1,500 supermarket fuel centre's — considered a "go-to" market strategy for the retailer — throughout the country, and it's not the only retailer to incorporate such a strategy into its business. Companies such as Walmart, Meijer, Costco and Hy-Vee also operate their own fuel stations at select stores.