COLES EXPRESS SERVICE STATIONS TO BE PHASED OUT AS NEW OWNER LAUNCHES REBRAND

Coles Express petrol stations will cease to exist after the chain’s new owner announced it would undergo a rebranding.

Viva Energy, who acquired Coles Express convenience stores from the Coles Group in September last year, said the stores will be gradually renamed to Reddy Express.

Any references to Coles Express will be removed from all stores and replaced over the next 3.5 years, however, most are expected to be rebranded over a two-year period.

Viva Energy convenience and mobility business chief executive Jevan Bouzo said the company was also in the process of acquiring convenience store brand On The Run (OTR).

He said the Coles Express sites will rebrand to Reddy until the OTR acquisition is approved, at which point all stores will be turned into OTR-branded stores.

During this time, some Coles Express sites may be transformed into OTR stores right away.

The Reddy Express stores will continue to offer existing loyalty programs, including the four cents per litre discount dockets with Coles supermarkets.

Coles-branded products will also still be sold at the stores.

“Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today,” Bouzo said.

“The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step while we await the approval process of the OTR acquisition.

“This is an important part of our journey to become an integrated fuel and convenience business. We are well on the way and I know our customers are going to love what we have in store for them in the future.”

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