Ampol’s Managing Director and CEO Matt Halliday has provided an update on the revitalisation of the iconic Australian brand and its national rollout.

Last week, Ampol launched its first revitalised sites in Queensland and South Australia – raising the Ampol banner in these states for the first time in 25 years.

The stores in Holden Hill, South Australia and Redbank Plains, Queensland bring together the best of the Foodary convenience offer with Amplify premium fuels and mark the beginning of state-wide rollouts.

Speaking to the Oct/Nov issue of C&I magazine about the first rebranded Ampol site in Sydney, Executive General Manager, Retail, Brand and Culture, Joanne Taylor, said the new look and feel, combined with Ampol’s Foodary offer, makes for an unbeatable retail experience for customers.

“The new Ampol signage, it’s a beacon for travelling consumers to look and see the change, but also the Concord site is increasingly becoming a local place to shop and refuel the car and the body with the great offer that we have in the Foodary.”

The Concord site and now the sites in Queensland and South Australia are among a handful to be transitioned this year, before the company accelerates its rebrand from next year, when stores will be rolled out metro area by area and state by state, with the aim of completing all sites by the third quarter of 2022.

Taylor said that early indications have reaffirmed the strong sentiment for the Ampol brand, which was first established in 1936.

“Feedback from customers has been great, both from customers who know of Ampol and would have shopped at an Ampol store in the past, as well as new customers. We’ve had a lot of great feedback about the look of the brand, that it’s modernised and really steering our company into the future.”

Ampol has also introduced a new fuel card brand, AmpolCard, which Halliday says will provide great value for customers.

“Ampol is a proud supporter of local business, and the new AmpolCard offering is designed to help Australians grow their businesses by saving money on everyday expenses and reducing administrative burden.

“I look forward to the rollout of AmpolCard as we continue to innovate and expand our fuel card offering for customers.”

Halliday highlighted Ampol’s new purpose of “powering better journeys, today and tomorrow,” which he says “perfectly captures our drive to deliver value and growth for our owners, people and customers”.

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