Sheetz and IONNA To Launch 50 EV 'Rechargeries' by 2026: Are Fuel Retail Stores Positioned for Success?

Well-known Midwest convenience store and fuel retail chain Sheetz has announced a partnership with EV charging network IONNA to completely reimagine at least 50 of its stores by the end of 2026.

The primary upgrade? So-called "rechargeries," or EV charging bays protected by the brand's signature red canopies, which target a new breed of driver. According to CSP, Sheetz is moving quickly to improve amenities at these locations due to the simple fact that charging an EV battery takes a lot longer than the average gas up. The average dwell time on an EV recharge is 23 minutes, per Peter Rasmussen, CEO and founder of Convenience and Energy Advisors, as quoted by Convenience Store News.

Those waiting for their batteries to charge will be afforded all of Sheetz's existing amenities, including the convenience store, food and beverage selections, complimentary Wi-Fi connection, and access to restrooms.

But will those amenities need to be further expanded to account for an increase in the number of customers coming to stores with nearly a half-hour of downtime to kill?

Sheetz Already Ahead of the EV Charging Game, But Desires More

As C-Store Dive reported, Sheetz and its competitor, Wawa, were already extending operations into the relatively new EV charging business.

Sheetz recorded 2 million EV charging sessions as of April of this year and has installed chargers at more than 100 of its locations. The company indicated that it planned to deploy new loyalty programs and incentives for EV drivers patronizing its locations in the near future, in tandem with the rechargeries rollout.

Trevor Walter, executive vice president of petroleum supply management at Sheetz, recently remarked on the company's quick pivot to welcome an entirely new avenue to its existing business, as CSP reported.

“Our mission at Sheetz is to put the Sheetz as we know it today out of business. We do this through constantly evolving our business and introducing forward-thinking solutions. As the electric-vehicle market expands, enhancing our charging infrastructure exemplifies this commitment," Walter said.

"Our collaboration with IONNA has rapidly enabled us to bring more advanced charging options to our customers, demonstrating the power of innovation in delivering seamless, future-focused services," he added.

The 'Convenience Experience' Must Be Extended or Expanded: Report

According to an August Gilbarco Veeder-Root report, fuel retail stores like Sheetz are perfectly positioned to capitalize on the market trend toward EVs.

Pointing toward built-in advantages enjoyed by fuel retail convenience stores (c-stores) — namely, strategic positioning along major highways and thoroughfares, existing grid connections, and excellent traffic — the report outlined four vital categories for these retailers:

• Food and beverage: Citing data from two studies showing a trend toward non-fuel profits, the report suggested that increased dwell times could mean an opportunity to sell customers more during their downtime. Food categories were especially profitable.
• Site design: Convenience stores are already accessible, laid out to maximize traffic capability, and are well-lit and staffed at almost all hours. These are all factors that could be further enhanced but are a great base to build from in terms of EV customer satisfaction.
• Seamless infrastructure: Fast, easy-to-use, and affordable EV charging will be the new gold standard for drivers in this segment. Fuel retail convenience stores must prioritize delivering a seamless experience to an increasingly savvy and expanding demographic.
• Beyond selling EV charging: Giving way to broader ideas such as selling carbon credits, installing a battery on-site to supply energy to the grid, and more broadly monetizing the longer dwell times faced by EV customers, the report suggested forward-thinking notions rather than falling back on established habits developed from serving an entirely different client base.

"The integration of EV charging stations into fuel retail c-stores is not just a trend but a strategic move to future-proof businesses in a time of change. The move aligns with the evolving needs of consumers and the broader push for sustainability. As technology continues to advance and the adoption of electric vehicles grows, c-stores that embrace this change will be well-positioned to attract and retain customers, drive sales, and contribute to a brighter future," Gilbarco Veeder-Root concluded.