The Evolving Role of the Fuel Supplier

This article is brought to you by Phillips 66. 

Retailers are continuously looking for new ways to attract consumers, strengthen loyalty and drive profitable growth while navigating changing consumer expectations and a changing marketplace.

As a result, the role of a fuel supplier is also evolving. Today’s retailers are seeking partners that can help support broader business objectives through branding, loyalty programs, technology, marketing support and growth strategies that extend beyond the fuel canopy.

That shift was a key theme at the 2026 Phillips 66 Marketing Conference in Las Vegas, where operators, marketers and industry leaders discussed strategies to remain competitive and position their businesses for long-term success.

"Retailers need more than a fuel supplier," said Ryan Ebright, Senior Director of Branded Sales at Phillips 66. "They need support that can help them grow today while preparing for tomorrow." According to Ebright, successful relationships start with understanding each operator's goals and tailoring solutions to meet their needs.

"Real growth doesn't happen alone," Ebright said. "Most wins start the same way—with us listening and then building the right solution together."

Phillips 66 incorporates retailer feedback through channels such as the National Marketer Advisory Council, pilot programs and collaborative solution development efforts. Those insights help shape programs and investments designed to support retailers' evolving needs.

One area where retailers are increasingly seeking support is consumer engagement. As competition intensifies, operators are looking for ways to create stronger consumer connections and encourage repeat visits.

"These meaningful connections give consumers reasons to choose one fueling location over another," said Ebright.

To support those efforts, Phillips 66 continues to invest in the evolution of Fuel Forward®—expanding the app into a more flexible loyalty experience designed to simplify participation, complement retailer loyalty strategies and strengthen consumer engagement over time. Enhancements planned for later this year include easier enrollment options, phone number-based access to rewards and greater compatibility between Fuel Forward and retailer loyalty programs.

Continued growth across the branded network reflects retailers' ongoing investment in brands and programs that support long-term business objectives.

"Across the network, nearly 900 branded locations have been added over the last two years, reflecting continued retailer investment in recognizable brands," said Ebright. "Retailers continue to invest in strong fuel brands because they help attract consumers, support loyalty programs, enhance discoverability and create opportunities for long-term growth."

As the industry continues to evolve, retailers are increasingly looking for partners that can help them address a broader set of challenges—from attracting and retaining customers to identifying new growth opportunities. For retailers focused on long-term success, the question isn’t just about who supplies their fuel but increasingly about who can help them compete, adapt and grow in a changing marketplace.

Learn more about site branding opportunities with Phillips 66®, Conoco® or 76®.   

This is the first article in a two-part series from Phillips 66. Look out for part two, which will explore strategies for building brand strength, tomorrow.

Consumer Insights Loyalty programs