Texaco has taken over full management control of its retail network only weeks after an- nouncing it was cutting the network from 560 to 450 outlets.
A marketing team made up of staff from Texaco, sales promotion company IMP and ad agency D’Arcy Masius Benton & Bowles has been created to develop a co-ordinated campaign for the chain.
At present the network has a mixed ownership – from tenancies and dealers to retail operators and wholly-owned outlets. Only 73 sites are currently fully owned and managed by Texaco.
Texaco is reducing the number of its retail outlets, and their geographic coverage, to concentrate on developing the network.
“Previously we offered marketing help to the retailers, but we could not control it because we did not own them. But as the shops become more important, we want to run the sites ourselves and be able to take a more active role,” says a spokesman.
Part of the development programme is to create joint ventures with other brand owners.
Texaco will open a new London site with Pizza Hut and McDonald’s this week.