YPF is moving forward in a transformation Network of gas stationswhich aims to redefine its role in everyday consumption. The goal is that refueling is no longer the only motivation to stop and that by 2026 a significant proportion of stores function as multi-service spaces, similar to mini-shopping, with gastronomic offers, quick purchases and integrated solutions for different target groups.
The process has already begun with a series of commercial agreements that expand the reach of the traditional broadcast format. The first of these is an alliance with McDonald’s, allowing the fast food chain to be integrated into the company Full YPF stores. To this understanding are added advanced negotiations for the inclusion of Mi Gusto in the empanada chain and an agreement with Farmacity that extends the proposal to the catering and pharmaceutical sectors.
The strategy is part of a broader change to the oil company’s business model aimed at strengthening its positioning against direct competitors such as Shell, Axion and Puma. As I said Horacio MarinCEO and President of YPF, these alliances aim to raise the standard of customer service and differentiate the consumption experience at their gas stations by including services that today are not exclusively linked to the sale of fuel.
The company is within this framework defined a segmentation of its network into three types of stationsaccording to the profile of users and the demand of each area. The YPF Black category is aimed at a premium audience and focuses the converted stations in spaces with a larger number of services and associated brands.
Three channel formats depending on consumption profile
The traditional YPF format retains the current properties YPF Refiplus It is positioned as an economical alternative in areas with lower consumption.
The concept of YPF Black It is the central axis of this transformation. These are stations that include dining options, rest areas, connectivity and a greater variety of products for immediate consumption. The idea is that the user can solve different needs in a single stop, be it during a long trip or as part of everyday life in busy urban areas.
The company explained that this model responds to changing consumer habits and a global trend in the industry energy sector, where gas stations develop into convenience centers. In markets such as the United States and Europe, this format has already become established, with gas stations combining fuel, shops, restaurants and additional services.
The incorporation of McDonald’s fits this logic. The presence of a globally recognized brand aims to attract a constant flow of customers, beyond those who fill up with petrol or diesel.
Commercial alliances and expansion of services
At the same time, the possible arrival of My taste aims to add a fast-paced gastronomic offering adapted to local consumption, while the agreement with Farmacity expands the spectrum towards personal care and health products.
The redesign of the stations also includes operational and technological aspects. YPF It plans to improve connectivity, payment methods and digital services integration to optimize the user experience. This includes everything from faster payment systems to applications that allow access to promotions or benefits related to consumption within the station.
In the case of YPF Traditional Channels, The company plans to maintain the current structure and focus on fuel sales and full-store operations as they operate today. This format will continue to represent the majority on the network, especially in areas where demand for additional services is lower or where the consumer profile values fast loading.
For its part, YPF Refiplus will be aimed at segments with lower purchasing power or areas with low sales volume. In this case, the aim is to offer an alternative with more competitive prices and an adapted cost structure, without including all the services provided for it Black format.
Gradual implementation and concentration on the main activity
Network segmentation is looking for Optimize resources and adapt each station to its specific context. The company notes that not all stores require the same level of investment or the same type of offering, so the new arrangement will enable more efficient business management.
The transition plan will be developed gradually and performance will be assessed at each point of sale. The company has not specified how many stations it plans to convert into YPF Black, However, he announced that the focus would be on strategic locations with high vehicle volumes and high consumption potential.
Parallel to that YPF will continue to invest in its main activity related to the production and marketing of fuels. The expansion of services at the stations is proposed as a complement that will allow diversifying revenues and strengthening relationships with customers in the context of increasing competition within the sector.
If completed on schedule, the Station model B. Mini shopping, will represent a relevant change in the user experience. The fuel stop could be transformed into a larger consumption space, guided by international trends and adopting an approach that combines convenience, services and associated brands under one roof.
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