About Z

Z Energy commits to $60 million national brand rollout

03/11/2011 - General News

Jonathan Hill

Z Energy will soon be one of New Zealand's most visible brands, with the company committing $60 million to rolling out the new local brand across the country over the next nine months.

Starting today, the Shell brand will be progressively replaced with Z across all of the company's 210 retail service stations, 90 commercial truckstops and all company offices and operations.

Z Chief Executive Mike Bennetts said the decision to commit to the Z brand had been taken after exhaustive consumer research, careful consideration of customer feedback from the 10 site Z pilot programme and very strong results from brand tracking research.

“We will commit $60 million to continue to build a strong Kiwi brand and deliver a much better customer offer based on the feedback that New Zealanders have given us.

“Our customers have told us they want a contemporary local identity that reflects who we are as New Zealanders and what we value. Our consumer research has reflected a growing sense of national confidence which we call "New Kiwi" and upon which the Z brand is built.

“Despite the brand being just 16 weeks old and able to be experienced at just 10 pilot sites, recent brand tracking results show that one in two New Zealanders recognise the Z brand unprompted.

“Combined with the feedback from customers and the public, we now have the confidence to invest in continuing to build a world class Kiwi company and a very strong local brand,” he said.

“In selecting a brand that reflects that we are a Kiwi company, we are now making it obvious to the vast majority of New Zealand motorists that they can now choose to support a kiwi company when they're filling up.”

Mike thanked New Zealanders for the feedback that many people have provided and acknowledged the feedback that a new brand in itself would not be enough.

“We've been told loud and clear that Kiwis will give us a chance and back us, but they expect much more from us than they do from our international competitors. They want a new standard of service, they want better food and coffee, they want us to be straight up and transparent and they want us to listen.

“We've listened hard and what we are committing to today is a direct result of what people have taken the time to tell us they want. All Z sites will offer a guaranteed forecourt concierge for people that want it between 10am and 5pm, and around 100 sites will also have the Z espresso coffee and food offer, as well as upgraded bathrooms.”

Every Z site will contribute $5,000 to local organisations and charities in their area depending on how many customers vote for them.

“Over the course of the Z rollout we will contribute $1.2 million into local neighbourhood organisations that help New Zealanders who need it. Additionally, 3,500 locals will be employed in regions across the country over the course of the rebranding and refurbishment.”

Mike thanked people who had provided feedback for shaping Z's brand and offer.

“Our commitment to New Zealand is that we will continue to actively listen to what people tell us they want and will look to progressively improve what we're doing. Where we get it wrong and don't meet people's expectations we'll say sorry and fix it.

“People have told us they want much more in a service station experience than what they have come to expect. We reckon that New Zealanders deserve better and today represents the beginning of our commitment to delivering it across the country.”

Mike said the rollout of the Z brand and the new food and espresso coffee offer would be introduced to the 100 leading sites across the country and the Z brand to every site on a region by region basis over the coming nine months.

He said while the commitment to the rebrand and new customer offer represented significant investment, it would over time be more cost effective than continuing to lease the Shell brand.

A calendar is available at z.co.nz stating when Z is coming to each region.

Some interesting facts:

  • $60 million commitment
  • $1.2 million invested into local neighbourhood groups and initiatives
  • 3,500 people employed nationwide for brand roll out and refurbishment
  • 14 kms of new canopy, 1,200 metres of new bench tops to be installed
  • 36,000 cubic metres of old signage to be recycled