We speak with Laura Pinto, Director of Communications at Ballenoil, about the Spanish company’s recent growth, its network expansion plans and how it is handling the current energy crisis in the European Union.

More than a decade after transforming from car wash operator to service station brand, Ballenoil has consolidated its position as one of the most important players in the Spanish market. Its service station network currently comprises a total of 177 sites with a growth projection that involves the opening of 90 new sites over the next three years. PetrolPlaza speaks with Laura Pinto, Director of Communications, to discuss growth opportunities for the company and how it is dealing with the challenges that have emerged from the energy crisis in Europe.

After almost 12 years of your transition from just wash the car for a complete service station activity, how does the company think about this process?

After our first station in 2010, Ballenoil has seen continued growth, trying to reach areas where there was virtually no competition in the fuel retail sector. We were the first to bring to Spain a model very widespread in Europe, unmanned service stations.

Soon, the efficiency of this model, combined with a fast and quality service, pushed us to design a strategic expansion plan to reach all regions of Spain. After 12 years of activity in this market, we can say that we are present in almost all regions with a network of more than 177 service stations, surpassing other traditional operators.

What is your vision of the market with the current energy supply crisis in Europe?

Given the context of the energy crisis in which we find ourselves, with inflation not seen for decades, we believe that our stations have a very relevant role to play in the years to come. Thanks to the efficiency of our model, we can adjust costs and offer quality fuels at a lower price than the big players.

According to a report published last year by the Spanish Organization of Consumers and Users, the unmanned service station business in Spain recorded a significant increase in sales. How is Ballenoil see a market where low prices have become so important?

The current situation of rising prices, not only for fuel but in general, has led customers to turn to the cheapest stations possible to make their daily lives easier. Despite maintaining a steady increase in the number of fuel refills, we have noticed an increase in scans. We are seeing more customers coming to our stations due to the current situation.

Everything suggests that prices will continue to rise over the next few months, so at Ballenoil we have decided to adjust costs as much as possible to try to reduce the impact on the consumer. In addition, from the marketing department, we work to help our most loyal customers through our Ballenoil Easy Fuel app.

How do medium-sized fuel retailers fit into the current Spanish market?

The fuel retail sector in Spain was a market controlled by a few companies until 2010 when we started operating. Since then, the sector has opened up and every day brands like Ballenoil are gaining market share. This growth is related to the fact that consumers find value in our stations based on their experience.

How do you plan to open 90 stations in the next three years?

The plan we have set out for the next three years is based on the need for many consumers to have more options outside of traditional brands. This demand accelerated our expansion plan to reach all of these people. In addition, we continue to work on improving customer service and improving our products and services.

How your The unmanned station model has evolved over the years, and what new features have you implemented recently?

We have staff at service stations. We work to optimize our resources to the maximum so that customers leave the station with a good feeling and want to come back to refuel with us.

At Ballenoil, we see ourselves as a technological, disruptive company that adapts to the demands of our customers, which is why we focus on innovation in all areas. The result was “Ballenoil Easy Fuel”, the first application developed to pay via mobile phone; ‘DNI & GO’, a new payment system through the national identity card, where no note, no money, no mobile phone, no internet connection is needed, everything is done directly at the pump in a comfortable and easy way .

As we love innovation, we wanted to incorporate a third additional additive product. In 2018 Ballenoil added Diesel Excellent Plus, which is added directly at the pump, making us pioneers in the market with this system. In addition to the services available at Ballenoil, a new system was integrated this year to improve the management of incidents that may occur in stations.

With the current transition from gas stations to mobility hubs, what other opportunities do you see for growth?

Our stations are located at strategic points in cities. We believe that our stations will accompany the consumer in the transition of the sector. We have established partnerships with major companies committed to electric mobility, such as Endesa and Iberdrola, and you can find electric charging stations at many Ballenoil stations.

What are the challenges for Ballenoil’s future growth?

The main challenge we face in the short term is excessive price increases, and we have a great team working and analyzing the situation to reduce costs and not pass them on to our customers.

On the other hand, we believe there is still a long way to go to sell traditional fuels, but we are ready to adapt as the ecosystem changes.

Related content

Discuss