About Z

Forecourt service and a local choice from Kaitaia to Bluff

29/06/2012 - General News

Sheena Thomas

One of the largest rebranding projects in recent history is now complete, with the local Z brand now dotting the landscape from Kaitaia to Bluff.

Today, the last Shell service station in New Zealand becomes Z. This represents two local entities – the New Zealand Superannuation Fund and Infratil - coming together to buy the local downstream assets of one of the biggest brands in the world, returning it to Kiwi ownership and taking a bold decision to come up with a distinctly local brand, from scratch.

“We’re very grateful to our customers for giving us a chance to launch a brand new, local brand and for being generous with their feedback. A brand is an experience, rather than a logo and we’re committed to continually improving what we’re offering our customers,” said Mike Bennetts, Chief Executive of Z Energy.

“Today’s milestone marks the end of one era and the beginning of another that reflects the growing sense of confidence New Zealanders have in the ability to be world-class and to do things our own way.

“We’ve replaced one of the world’s biggest brands with something distinctly Kiwi and we’re doing business differently. To top it off, profits stay in New Zealand, and flow directly back to New Zealanders via the New Zealand Superannuation Fund.”

Mike Bennetts said Z is aware of the higher expectations placed on it as a local company and is determined to exceed them.

“Z is for New Zealand, but being local isn’t just about being for New Zealand. It’s also about being for Christchurch, for Whangamata, for Balclutha and all the other neighbourhoods we operate in. That’s why we’ve donated, or are in the process of donating, $5,000 per service station to local charities or community groups that matter to our customers.

“Over the course of the Z brand rollout, we will have donated well over $1 million to around 700 community groups,” said Mike.

Since Z announced the national rollout of the Z brand on 3 November, it has rebranded almost 300 service stations and truck stops across the country – that’s approximately a site a day.

“Keeping people safe was our primary focus during such a large, physical rebrand process. Considering that there were 87,360 installation hours worked, we’re really

pleased that the safety measures put in place and the commitment of our contractors meant there were no serious injuries.”

“We specifically made the decision to employ local contractors right across the country to manufacture the signage and carry out the rebrand. The dedication they have brought to the task has been fantastic – we didn’t have a doubt, but we absolutely made the right decision in keeping it local.

“Thank you to our contractors up and down the country and to every one of the Z team who are helping to give our customers the service and experience they deserve.”

The rebrand might be complete, but Z has no plans to stop listening to its customers.

“Just because we have finished rebranding, doesn’t mean we have stopped listening,” said Mike.

“We may not always get it right, but we are aiming for consistently great service, so we pay attention when customers suggest ways to improve.”

Key metrics

  • 208 retail sites and 93 truckstops
  • $35 million investment to rebrand
  • More than 3,500 people employed nationwide for brand roll out and refurbishment
  • Over $1 million donated to around 700 community groups
  • 20,700 individual signage items manufactured
  • 14 km of canopy fascia panels installed
  • 100,000 LED lights installed
  • 36,000 cubic metres of old signage recycled or returned to Shell
  • 87,360 onsite installation man hours