Boyett Petroleum converting 10 California fuel stations to 76 brand

Boyett Petroleum is rebranding 10 of its Cruisers retail fuel stations to the 76 brand. The company will convert the stations, all of which are located within the Modesto, Calif., metropolitan area, to 76 during fourth-quarter 2019.

“The locations being re-branded represent all the Boyett Petroleum locations with Boyett employees, with the exception of two unattended fueling sites branded Cruisers,” Ken Berns, vice president wholesale marketing for Modesto-based Boyett Petroleum, told CSP Daily News.

The newly re-branded flagship stations will feature the iconic 76 orange and blue colour scheme, while the convenience stores will retain the classic Cruisers look and branding.

“Rebranding 76 at our company-owned and -operated Cruisers locations is a major departure from our unbranded legacy, yet I'm convinced that looking back we will see it is the right decision at the right time,” said Dale Boyett, president of Boyett Petroleum.

“We are extremely pleased to continue to grow the 76 brand with Boyett Petroleum, a premier retailer recognised for business integrity, marketing excellence, strong family values, community leadership and involvement and customer service expertise,” said Rod Palmer, general manager of branded marketing and U.S. marketing for Phillips 66 Co. “We are both committed to growth, innovation and providing an exceptional consumer experience.”

Houston-based Phillips 66 is a diversified energy manufacturing and logistics company. Using a network of branded marketers and dealers operating approximately 7,500 outlets, its U.S. marketing business supplies Top Tier detergent gasolines under the Phillips 66, 76 and Conoco brands.

With a strong presence in California's Central Valley since 1940, family-owned Boyett Petroleum offers a variety of products and services nationwide, including wholesale fuel sales, retail and petroleum management services, agricultural fuel sales and the Cruise Americard universal fleet fueling card.

In addition to its company-owned and -operated Cruisers stations, Boyett Petroleum has a management interest in almost 40 retail fuel stations and its distribution network has grown to more than 500 stations featuring the 76, Valero, Beacon and Arco brands, in addition to Boyett Petroleum’s proprietary Kwik Serv “Kwik In, Kwik Out” brand and various unbranded sites. Boyett Petroleum owns the fueling equipment at many of the Kwik Serv independently branded stations, Berns said.