By Noelle Riddle

Onvo has debuted its private, unleaded branded fuel, now available for sale at one location in Stroudsburg, Pennsylvania. The retailer previously had a self-branded diesel fuel for sale.

“This is our first location where it’s completely Onvo. From the gas outside the store, to the food experience inside, it’s an exciting and huge shift for us,” Harman Aulakh, vice president of marketing for Onvo, told NACS.

“Now we have the opportunity to serve our customers with an Onvo experience from start to finish, from forecourt to inside the store. We are excited to bring the Onvo brand into the forecourt,” he continued. “It’s a new opportunity, a new touch point and a new way to speak to customers.”

The Onvo-branded fuel is just the start of changes to come at this location—an existing site that Onvo recently acquired. A full remodel is coming soon.

“It started with the gas pumps, and next the building will get remodeled. We’re also adding our made-to-order program, Food on the Fly, there as well, making it our first location to offer a complete, 360-degree Onvo experience from the gas to the food to the c-store,” said Aulakh.

He said the company plans to have the food component and remodel completed within the next six to eight months.

The Pennsylvania location is the only site with Onvo-branded gas planned at this point. The next goal for Onvo is to increase its foodservice presence. “We are focusing on bringing Food on the Fly to more locations. That’s one of our biggest priorities in the next year or so outside of our existing growth plans.”

Last week, Onvo partnered with Relay Payments to bring its digital technology to 22 Onvo travel plaza locations. With the partnership, Onvo will seek to reduce card-skimming fraud, offer fuel discounts and allow customers to pay for more through Relay’s mobile app.

Noelle Riddle is the editor/writer of NACS Daily.