Coen Markets to Rebrand Forecourts as Amoco

The retailer will rebrand all of its c-stores as Coen Markets, while the bp deal marks the iconic brand’s return to Pittsburgh.

September 14, 2020

CANONSBURG, Pa.—Coen Markets last week forged an agreement with bp to re-introduce the Amoco brand to the greater Pittsburgh tri-state market of Pennsylvania, Ohio and West Virginia. In addition to re-branding the forecourt for all of its company-operated sites to Amoco, Coen plans to re-brand all of its stores to the Coen name by year’s end or early 2021.

The rebranding includes all c-stores currently branded Ruff Creek Markets and CoGo’s, which Coen acquired in December 2018.

Charlie McIlvaine, Coen’s CEO, said that “the reimaging of all of our stores to Coen and Amoco will enable us to speak with one voice to our guests in the region. The Coen-Amoco partnership offers distinctive products for our guests and is in line with our mission to ‘impress and satisfy our guests with each visit and make their lives simpler.’”

Coen, which began serving customers in 1923, directly operates nearly 60 locations, including those with its CoenKitchen featuring a full breakfast menu, bean to cup coffee, Our Famous Chicken made from fresh, hand-breaded chicken, JoJos, from-scratch pizza and pepperoni rolls and an assortment of made-to-order sandwiches.

“Our CoenKitchen stores serve fresh-made, high quality and craveable food using the best ingredients.  Our food offer has been a success with our guests. Similarly, we wanted to provide our guests with a high quality gasoline and fueling experience, which is why we chose to brand our stations with Amoco,” said Andy McIlvaine, Coen’s president.

Amoco is an iconic brand with a long history of quality fuels. The Amoco branding, image and station elements have all been updated after an almost 20-year hiatus, giving the recognizable torch and oval logo a more modern look. The brand had a commanding market position in the Pittsburgh tri-state region before bp acquired Amoco in 1998. Coen is among bp’s oldest customers in North America.

Rob Moore, bp vice president sales mobility and convenience, Americas, said, “The Coen-Amoco agreement is an example of how bp is enhancing its go-to-market efforts in North America. It is fitting that we embark on this landmark agreement with Coen, building on one of bp’s longest relationships.  Our team is excited and looking forward to maximizing the customer impact of our brands!”