By Lauren Earle
Note: This sponsored feature previously ran in the Jan. 13, 2013, issue of Octane Magazine.
Alnoor Bhura’s independent petroleum network has expanded from nine to 40 sites in the past six years, and he’s quick to credit FormaShape and its SilkTek Curved Composite Material for contributing to Centex Petroleum’s success.
“The branding makes our site look just as good as sites belonging to our competitors, who are big, multinational oil companies,” says Bhura. “We’ve had a lot of success in the last three or four years in rebranding sites that were previously branded by the majors. FormaShape and their unique cladding material have played a huge role in al- lowing us to make that transition.”
Centex Petroleum sites, located in Alberta and British Columbia, aim to provide customers with all of their product needs in one location. “All sites have fully-stocked c-stores, many of them have car washes, and most of our newer sites will have some sort of retail foodservice program, so either a Subway, a Tim Hortons, or an Extreme Pita,” says Bhura.
When Bhura met the FormaShape team at a Calgary trade show in 2007, he wasn’t sure he had the means to in- corporate their products into his sites. But they worked together to create a customized premium image canopy kit, which is now a cost-effective solution that FormaShape offers to retail petro- leum chains around the world.
The team focused on producing a unique brand image, incorporating shape, light and colour into a rapid install kit that can be delivered within a four-week lead time. It didn’t take long for Bhura to start reaping the rewards.
“At first we thought we didn’t have enough sites to justify the cost, but we came up with a product that suited our needs,” explains Bhura. “We put it on one site, and the response was significantly positive in that customers didn’t see us as an independent any more, and it seemed to give them greater confidence in our sites and who we are as a company.”
While Bhura focuses first on satisfying the needs of his retail customers, his FormaShape branding package allows him to target an entirely new market. “My newest customer has become the store owner who currently operates a branded outlet; the store owner whose contract may be finish- ing up with the majors, and who is looking for other options.
“To many of those operators, the Centex brand has now become a viable alternative. We offer the benefit of competitive margins on fuel, support with equipment and back office technology, and the advantage of a forecourt image that looks as good or better than the national brands around the country. They feel confident we can bring in the customers from an image point of view.”
For more information, contact:
FORMASHAPE Bren Steele 250.766.6633 www.formashape.com Centex Petroleum Alnoor Bhura 403.289.3100
