Ampol is increasing its investment in unattended service stations, signalling a continued shift in how fuel sites are operated across the country.
Ampol has expanded its network of self service only locations, commonly known as U Go sites, as part of a broader strategy to improve site profitability and manage operating costs. These locations operate without traditional shop staff and are focused purely on fuel sales through automated payment systems.
The move comes at a time when fuel retailers are facing ongoing pressure from wage costs, retail theft and changing tobacco sales dynamics. By removing in store operations and staffing expenses, unattended fuel sites offer a leaner cost structure while still capturing fuel volume in competitive areas.
For larger operators, the model allows for coverage in markets where a full convenience offer may not be viable. Lower overheads can also provide more flexibility on pricing while still maintaining acceptable margins.
What this means for independent service stations
For independent operators, the growth of unattended sites raises important strategic questions.
Unstaffed sites typically compete aggressively on price and are often positioned in high traffic corridors where convenience is driven by speed rather than retail experience. This can place downward pressure on nearby sites that rely primarily on fuel margin.
However, the unattended model also has limitations. These sites do not generate shop revenue, food sales or high margin convenience purchases. They also cannot offer the same level of customer service or upsell opportunities.
This reinforces a key point for independent operators. If your site includes a strong shop offer, quality coffee, fresh food or community engagement, your value proposition is different from a fuel only competitor.
Operational considerations
The increasing presence of self service only sites highlights several areas for independent operators to consider:
• Cost control and labour efficiency
• Clear differentiation beyond price
• Forecourt layout and ease of access
• Investment in higher margin shop categories
• Technology adoption such as pay at pump
While unattended sites may grow in number, they are not a one size fits all solution. Many communities still value staffed locations, particularly in regional areas where service and familiarity play an important role.
For ServoPro members, this is less about reacting and more about refining your own strategy. Understanding your customer base, optimising your cost structure and strengthening your offer beyond fuel will remain the keys to long term resilience.
The fuel retail landscape continues to evolve, and operational flexibility will be critical in navigating what comes next.
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