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Reddy Express
Reddy Express, formerly Coles Express, is an Australian chain of convenience stores at Shell Australia petrol stations. Until it came under the ownership of Viva Energy in May 2023, Coles Express was a trading name of Coles Group. In September 2023, Coles Express was renamed Reddy Express.
The business venture and corresponding fuel discount offer was launched by Coles Myer (predecessor of Coles Group) on 28 July 2003 in response to a similar offer by rival Woolworths some years earlier, which proved attractive to shoppers. Coles Myer purchased the retail business of Shell Australia's multi-site franchisees for $94 million. Shell Australia (later also sold to Viva Energy) continues to be the exclusive supplier of fuel products; leasing the service station property to Coles, and maintaining the presence of the "pecten" and other Shell branding on the price boards and other signage. The reasoning behind the term “Reddy”, which is a stylised version of the word "ready", is due to the stores' convenience-based nature.
The Coles Express brand originally referred to a small number of medium-sized supermarkets Coles ran in the central business districts of Melbourne, Sydney, and Brisbane. With the launch of Coles' fuel offer, these were rebranded as Coles Central with the service stations taking the Coles Express branding.
The Coles Express chain began at more than 150 service stations in Victoria on 28 July 2003. After this initial trial, it was followed by a national roll-out from 1 December the same year, starting with New South Wales, and completed in mid-2004. The initial success of the discount offer saw fuel shortages in Victoria after the offer began in New South Wales – where Shell's busiest sites are located – as Shell failed to cope with the distribution of a 30 percent increase in demand.
On 20 February 2006, 90 vehicle servicing bays at Coles Express service stations (formerly part of Shell's Autoserv and AutoCare network) became Kmart Tyre & Auto Service outlets.
On 6 February 2019 Coles Express announced a new alliance partnership with their fuel partner Viva Energy which is licensed to retail Shell-branded fuels across Australia under a licence agreement. Under the agreement Viva Energy is responsible for setting the price of fuel and receives the retail fuel margin. Coles Express receives a commission per litre from Viva Energy based on fuel volumes achieved and has no direct exposure to retail fuel price movements.
In addition to setting fuel pricing Viva Energy is the exclusive supplier of fuel, oil and lubricants. Viva also maintains it pecten and Shell branding as well as all fuel dispensing equipment. Coles Express is responsible for the maintenance of the retail store (including in-store pricing) and the everyday needs of the business.
As of July 2021, there were 723 Coles Express service stations and stand-alone convenience sites across Australia. All former Shell multi-site franchisee sites became Coles Express stores. This transition included the petrol stations and stand-alone Shell Select convenience stores in Melbourne's CBD (which closed by December 2006).[citation needed]
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Reddy Express
Reddy Express, formerly Coles Express, is an Australian chain of convenience stores at Shell Australia petrol stations. Until it came under the ownership of Viva Energy in May 2023, Coles Express was a trading name of Coles Group. In September 2023, Coles Express was renamed Reddy Express.
The business venture and corresponding fuel discount offer was launched by Coles Myer (predecessor of Coles Group) on 28 July 2003 in response to a similar offer by rival Woolworths some years earlier, which proved attractive to shoppers. Coles Myer purchased the retail business of Shell Australia's multi-site franchisees for $94 million. Shell Australia (later also sold to Viva Energy) continues to be the exclusive supplier of fuel products; leasing the service station property to Coles, and maintaining the presence of the "pecten" and other Shell branding on the price boards and other signage. The reasoning behind the term “Reddy”, which is a stylised version of the word "ready", is due to the stores' convenience-based nature.
The Coles Express brand originally referred to a small number of medium-sized supermarkets Coles ran in the central business districts of Melbourne, Sydney, and Brisbane. With the launch of Coles' fuel offer, these were rebranded as Coles Central with the service stations taking the Coles Express branding.
The Coles Express chain began at more than 150 service stations in Victoria on 28 July 2003. After this initial trial, it was followed by a national roll-out from 1 December the same year, starting with New South Wales, and completed in mid-2004. The initial success of the discount offer saw fuel shortages in Victoria after the offer began in New South Wales – where Shell's busiest sites are located – as Shell failed to cope with the distribution of a 30 percent increase in demand.
On 20 February 2006, 90 vehicle servicing bays at Coles Express service stations (formerly part of Shell's Autoserv and AutoCare network) became Kmart Tyre & Auto Service outlets.
On 6 February 2019 Coles Express announced a new alliance partnership with their fuel partner Viva Energy which is licensed to retail Shell-branded fuels across Australia under a licence agreement. Under the agreement Viva Energy is responsible for setting the price of fuel and receives the retail fuel margin. Coles Express receives a commission per litre from Viva Energy based on fuel volumes achieved and has no direct exposure to retail fuel price movements.
In addition to setting fuel pricing Viva Energy is the exclusive supplier of fuel, oil and lubricants. Viva also maintains it pecten and Shell branding as well as all fuel dispensing equipment. Coles Express is responsible for the maintenance of the retail store (including in-store pricing) and the everyday needs of the business.
As of July 2021, there were 723 Coles Express service stations and stand-alone convenience sites across Australia. All former Shell multi-site franchisee sites became Coles Express stores. This transition included the petrol stations and stand-alone Shell Select convenience stores in Melbourne's CBD (which closed by December 2006).[citation needed]