ORLEN completes its rebranding in the Slovak market
The size of the company’s retail network in Slovakia has almost doubled this year, with all 90 stations now operating under the ORLEN brand. Following this successful rebranding, ORLEN is going to focus on enhancing its non-fuel product range and advancing the distribution of alternative fuels, which will include launching the first electric vehicle charging points. The plans also provide for further growth in the number of service stations.
“We are effectively strengthening the ORLEN brand, not only in Poland, but also across the broader region. In Slovakia, over just four years, we have established one of the most extensive fuel networks, aspiring to soon rank among the top three service station operators in the country. Products and services with the ORLEN logo are gaining recognition here, as customers appreciate their quality and innovative edge. We are committed to continuing this trajectory. In the near future, Slovak drivers will have the convenience of using our app to access ORLEN’s offer more easily. Additionally, we are investing in the growth of electric mobility and plan to launch hydrogen refuelling stations,” says Daniel Obajtek, ORLEN’s CEO and President of the Management Board.
Since the start of its operations in Slovakia in 2019, the ORLEN Group has emerged as one of the fastest expanding fuel networks in the market, currently holding the fourth position. At the end of 2022, the company operated 50 stations in Slovakia, a figure that has grown to 90 this year, partly due to the acquisition of 37 Slovnaft-branded stations from MOL. The rebranding process has now concluded, and all network stations in Slovakia already operate under the ORLEN brand.
The number of Slovak drivers using ORLEN TANKKARTA Easy and Business cards is rising rapidly, which has prompted the company to implement a mobile application in the local market to integrate payment cards and ORLEN loyalty cards. It will enable users to accrue points for fuels, services and products purchased at ORLEN, which can then be redeemed for attractive rewards. Slated for release later this year, the app will also feature a navigation system to help locate the nearest network station.
Furthermore, electric vehicle chargers are set to be installed at the stations in Slovakia. By the end of 2030, 40%of ORLEN's stations in this country will be equipped with charging points. Additionally, 20 ORLEN hydrogen refuelling stations are planned to be operational by this time.
In addition to fuel, ORLEN is expanding its non-fuel sales in Slovakia. At present, 48 Stop.Cafe food service outlets are operating in the country, with successive facilities undergoing upgrades to the 2.0 standard, which includes a broader range of food and beverage options. By the close of this year, eight locations will be modernised. New categories of snacks, to be marketed under the Stop.Cafe brand, are being added to the range of products sold at all outlets. Notably, some of them will be produced in Poland.
As per the ORLEN Group Strategy to 2030, the retail network is projected to expand to 3,500 service stations, with 45% situated outside of Poland. As at the end of the second quarter of 2023, ORLEN operated 3,157 stations, including 1,919 in Poland, and 1,238 in other markets, such as the Czech Republic, Lithuania, Germany, Slovakia, and Hungary. In July, the company announced an agreement to acquire the Austrian fuel network Turmöl. Once finalised, this acquisition will increase the ORLEN station count by 266, extending the company's retail fuel presence to seven European markets.