Aramco has a plan for Poland. The company reveals details

In mid-June, it was reported that Aramco Fuels Poland (AFP), owned by the Saudi concern Aramco, sent an offer of the “Fuel Energy” partnership program to independent gas stations in Poland. In the regulations of the program, dated March 1 this year, AFP indicated that its goal is “to create a distribution network ensuring easier access to fuels for potential fuel buyers.”

Are there catering offers and loyalty programs for customers of independent stations at the stations covered by the program? “The 'Energy of Fuels' Affiliate Program offer applies only to the supply of gasoline and diesel oil and does not include catering offers or loyalty programs for station customers. This is not a franchise cooperation,” Aramco explained in response.

The company pointed out that participation in the “Fuel Energy” program brings benefits to the owners of independent gas stations. “These include greater business development opportunities, stable access to a comprehensive range of motor fuels (…), as well as the opportunity to use marketing support tools offered by Aramco Fuels Poland,” the company said.

When asked whether the first contracts with independent stations will be signed this year as part of the program, the company replied that “Aramco Fuels Poland started implementing the program at the beginning of this year and this process is ongoing.”

Aramco stipulated that the condition for participation in the program is to purchase fuel only from Aramco Fuels Poland. “Fuel from other brands cannot be used or promoted at the gas station,” it added. As part of the program, the Saudi company offers external visualization elements of the station with the Aramco logo and the program logo.

According to Grzegorz Maziak, fuel market analyst at e-petrol.pl, Aramco wants to maximize the wholesale channel for fuel sales from the Gdańsk Refinery, of which it is a shareholder. In his opinion, along with “most likely an attractive price offer and a guarantee of fuel quality”, the company offers the visualization of its brand to independent gas stations. “But something for something” – he added, noting that they will be obliged to purchase fuel only from Aramco. The analyst pointed out that this is a similar type of partnership cooperation offered by Orlen under the Fuels BAQ program, or the program that was once offered by Grupa Lotos, the previous owner of the Gdańsk Refinery.

Currently, most of the largest fuel sellers offer both loyalty programs and gastronomic offers – Orlen has Stop Cafe, BP – Wild Bean Cafe, MOl – Fresh Corner, and Shell – Shell Cafe. Independent chains, such as MOYA, AVIA and Pieprzyk, have also developed their gastronomic offers and loyalty programs.

Aramco has 100 percent. shares in Aramco Fuels Poland and 50 percent shares in Air BP Aramco Poland. The Aramco concern entered the Polish market, among others. thanks to the acquisition of 30 percent shares in the Gdańsk Refinery. The transaction of selling part of the shares in the Gdańsk Refinery to a Saudi company was one of the conditions (remedial measures) imposed on Orlen by the European Commission when granting consent to the merger of Orlen with Grupa Lotos.

The Polish Organization of Petroleum Industry and Trade (POPiHN) reported in April that at the end of 2023, 7.9 thousand companies offered at least two types of fuel. public gas stations in Poland. “Over last year, their number increased by approximately 0.2 percent, which confirms the saturation of the gas station market in the country,” experts said in the report.