Flexible solutions for branded and unbranded fuel

Choose the retail fuel model that fits how you want to run your business. Whether you prefer a branded offering or the flexibility of an unbranded program, World Fuel can help you evaluate the differences and select an approach aligned with your location, priorities, and goals.

Speak with a Retail Fuel Specialist

Two men walking in the parking lot of a convenience store

Your business, your way

Choose how much control, working-capital commitment, and fuel-management responsibility you want to retain.

With branded or unbranded contract supply, you own the fuel and set the retail price. With revenue share, World Fuel owns and manages the fuel while you earn a structured commission. Lease and operate offers another path for operators seeking reduced fuel-management responsibility and no fuel inventory investment. We help you compare the models and identify the approach that fits your business.

Compare Retail Fuel Options Explore Fuel Retailer & C-Store Services

Choose the fuel solution that fits how you want to operate.

Select branded or unbranded contract supply when you want fuel ownership and retail pricing control
Consider revenue share when you want World Fuel to own and manage fuel while you earn a structured commission
Explore lease and operate when you want reduced fuel-management responsibility and no fuel inventory investment
Support reliable retail fuel supply through World Fuel’s supply and logistics capabilities
Access C-store guidance informed by site conversions, site redesigns, and new-to-industry projects
Use 24/7/365 business support and back-office tools that simplify day-to-day operations
Access competitive credit card processing and comprehensive transportation options

Branded fuel programs

Put an established fuel brand behind your forecourt

Use the recognition and visual identity of a major oil brand while selecting a program suited to your site and business objectives.

A branded fuel program allows your site to operate under the identity of a major oil brand. That recognition can help customers understand what to expect before entering the forecourt and support a consistent site presentation. Depending on the selected program and agreement, support may include approved brand imagery, marketing programs, loyalty programs, staff training, and funding for branding, fuel infrastructure, equipment, site improvements, or conversion work.

World Fuel provides access to more than 20 major oil brands and helps retailers identify options available for their location. Our experienced retail team has supported site conversions, site redesigns, and new-to-industry projects. Program availability, incentives, image requirements, investment, contract terms, fuel pricing, and available support vary by brand, location, site eligibility, and commercial arrangement.

Unbranded fuel supply

Keep control of your retail fuel offer

Retain direct control over site-level pricing without adopting a major oil brand program.

Unbranded contract supply allows you to sell fuel without adopting the program requirements of a major oil brand. Under World Fuel’s branded and unbranded contract supply model, you own the fuel, manage fuel and store operations, and set the retail price. This provides direct control over site-level pricing decisions while requiring the working capital needed to purchase inventory.

World Fuel supports the model with extensive terminal access and diverse transportation options. Retailers may also draw on C-store guidance, 24/7/365 support, tank monitoring, the myWorld customer portal, and credit card processing solutions based on the location and agreement.

Compare retail fuel solution models

Compare the level of fuel ownership, pricing control, working-capital commitment, and operational responsibility across the three primary models.

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Branded or unbranded contract supply Revenue share Lease and operate Compare the commercial fit

Support beyond your fuel model

Whichever fuel solution you choose, World Fuel can also support the operating needs behind the forecourt through retail expertise, responsive service, logistics options, digital tools, third-party traffic solutions, back-office support, and payment solutions.

Speak with a retail fuel specialist

Draw on an experienced retail team that has supported site conversions, site redesigns, and new-to-industry projects.

Reach responsive support when an ordering, supply, or account issue needs attention outside standard business hours.

Use World Fuel’s logistics infrastructure and transportation options to support supply from terminal access through delivery to the site.

Competitive credit card processing, including low-rate and same-day processing options, may help reduce payment costs and support cash flow.

Place fuel orders and access invoices and account information through a secure online portal without waiting for return calls or emails.

Gain visibility into fuel levels to support inventory planning and reduce the risk of fuel runouts.

close-up of fuel dispensers at a gas station

Consider a program in which World Fuel owns and manages fuel inventory, pricing, and supply logistics while the retailer earns a structured commission.

Review an alternative model for operators seeking reduced fuel-management responsibility and no fuel inventory investment.

Retail fuel solution FAQs

Practical answers for retailers comparing contract supply, revenue share, and lease and operate models.

What is branded retail fuel?

Branded retail fuel is sold under the identity of a major oil brand. Depending on the program and agreement, retailers may receive access to approved brand imagery, marketing support, loyalty programs, staff training, and funding for branding, fuel infrastructure, equipment, or site improvements. Availability and support vary by brand, location, eligibility, and commercial arrangement.

What is unbranded retail fuel?

Unbranded retail fuel is supplied without requiring the retailer to adopt a major oil brand identity. Under World Fuel’s contract supply program, the retailer owns the fuel, manages fuel and store operations, and sets the retail price.

How do I choose the right fuel model?

Start with how much fuel ownership, pricing control, working-capital commitment, and operational responsibility you want. Branded or unbranded contract supply keeps fuel ownership and retail pricing with the retailer. Revenue share shifts fuel ownership, pricing, and supply logistics to World Fuel while the retailer earns a structured commission. Lease and operate is designed for operators seeking reduced fuel-management responsibility and no fuel inventory investment.

Which fuel brands can World Fuel provide?

World Fuel provides access to more than 20 major oil brands. Available programs depend on geography, site eligibility, brand requirements, and the approved commercial arrangement. A retail fuel specialist can help identify the options available for a specific location.

What should I consider before changing fuel brands?

Review the commercial economics, fees and rebates, working-capital requirements, brand standards, conversion scope, site investment, contract length, operating changes, and provisions that may affect future rebranding, refinancing, redevelopment, or sale.

Can World Fuel support a site conversion?

World Fuel’s retail team has experience supporting site conversions, site redesigns, and new-to-industry projects. The required work and available support depend on the selected brand, site condition, project scope, approvals, and commercial agreement.

Speak with a Retail Fuel specialist

Compare branded and unbranded contract supply, revenue share, and lease and operate options for your location, operating model, and business objectives.

Retail fuel experience at scale

40 +

Years experience supporting fuel customers

3,000 +

C-stores supported through World Fuel retail fuel solutions

4.4 M

Gallons delivered daily to convenience stores

Learn more about our services

Explore related products, solutions, and services to help meet your business needs.

Lease and Operate Model Revenue Share Model

Flexible solutions for branded and unbranded fuel

Your business, your way

Choose the fuel solution that fits how you want to operate.

Put an established fuel brand behind your forecourt

Keep control of your retail fuel offer

Compare retail fuel solution models

Own the fuel and set the retail price.

Earn a structured commission while World Fuel manages the fuel.

Reduce fuel-management responsibility and inventory investment.

Review the economics, responsibilities, and long-term implications.

Support beyond your fuel model

Convenience store guidance service

24/7/365 business support

Diverse transportation options

Card processing solutions

myWorld customer portal

Tank monitoring

Revenue share program

Lease and operate program