SHELL SOUTH AFRICA
SHELL SOUTH AFRICA
Building for the Next 120 Years
of Ambition, Collaboration and Advancement PRODUCTION: James Davey
This year, Shell South Africa is reflecting on its 120 years in the country, a heritage equally resplendent with history, trials and triumphs. Constantly innovating to shape the world’s energy future and boasting a retail network of strategically located service stations to serve the nation, Shell’s approach to transformation is also changing lives, giving hope and creating possibilities. www.enterprise-africa.net / 3
INDUSTRY FOCUS: ENERGY
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Shell has served South Africans since 1902, one of the largest international energy companies in the country with an enormous national footprint of service stations catering for a full suite of customer profiles. Still occupying a core position as a premier supplier of the country’s energy, originally, Shell South Africa’s focus was on supplying light and heat across the territory with paraffin and kerosene. Time has brought growth and evolution for the company, and the need to frequently and intuitively adapt its products and services to meet the needs of the country, but constant and unwavering through the years has been Shell South Africa’s fierce commitment to economic development and meaningful transformation. “Throughout its long association with South Africa, Shell has played an important role not only as a premier oil company but also as a corporate citizen
// WE ARE PROUD TO BE PART OF SOUTH AFRICA’S HERITAGE, AND PROUD OF WHAT UNITES US AND MAKES US WHO WE ARE // and change agent,” the company begins. “We are proud to be part of South Africa’s heritage, and proud of what unites us and makes us who we are.” FORECOURT FAVOURITE Shell Group is a colossus in the international oil and gas industry, and Shell South Africa shares the internationally-renowned group of energy and petrochemical companies’ aims to meet the energy needs of society in ways that are economically, socially and environmentally viable, now and in the future. “At Shell, we share a set of core values - honesty, integrity and respect for people - which underpin all the work we do,” Shell South Africa
elaborates. “Our strategy seeks to reinforce our position as a leader in the oil and gas industry, while helping to meet global energy demand in a responsible way. Safety and environmental and social responsibility are at the heart of our activities. “We are a global group of energy and petrochemicals companies with an average of 93,000 employees in more than 70 countries, using advanced technologies and taking an innovative approach to help build a sustainable energy future.” Shell’s operations in the South African market cover fuel retailing, aviation, marine, commercial fuels and Continues on page 6
SHELL AND STEERS PARTNERSHIP 2004 marked the introduction of the Steers® brand to the Shell network with the conversion of the Whistle Stop Restaurants to Steers® Restaurants. The rollout of the Steers® brand in the Shell network has proven to be a recipe for success with a current total of 43 Steers® restaurants across the Shell Network. In order to Feed The Flame by delivering exceptional Steers experiences and products the Steers® brand, Steers® continues to evolve within the Shell network. This continual growth has seen Steers® establish an enviable presence in no less than 29 of the 31 Ultra City sites. The relationship that Steers® enjoys with Shell is a consumer obsessed business model that complements each partner by creating a convenient environment for our consumers at any one of our online platforms, Transient or Drive - Thru Steers® restaurants, we always work together to ensure our customers enjoy a great Steers products and customer experience. The Steers® value offerings and wide variety of fresh, quality food offered on the Steers® menu, gives our partnership a strong competitive advantage. The joint marketing initiatives have seen innovative additions to the menu with items such as the “V Power Burger” exclusive to Shell Steers® sites over holiday periods. Shell has been proactive in the driving of non-fuel offers, to complement their forecourt services. Keeping Steers® up to date with technological advancements creates a trade environment that remains appealing to our consumers, as well as improving customer experience to all age groups. Steers®’ strong online presence also ensures that Steers® keeps in touch with our consumers and creates an environment where our consumers are confident that they are part of our journey. We’ve built REAL strong connections and will continue to grow from strength to strength by delivering 100% Real experiences and flame-grilled perfection.
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INDUSTRY FOCUS: ENERGY
Continued from page 4 bitumen, and liquefied petroleum gas, alongside the Durban-based SAPREF refinery and duo of lubricant blending facilities in Durban and Gauteng. Shell South Africa’s more than 750 retail service stations also combine to give it a market share of close to 20%, and it is now embarking on a bid to become the nation’s favourite forecourt retailer, “by building a network that is representative of who we are,” the company explains. “We put the service back into service station, ensuring you always leave us a little happier than when you arrived.” To this end, on top of a unique range of fuels and technological expertise Shell Select
offers 24 hours, seven days a week shopping convenience for bakery and freshly-made goods as well as standard grocery items from leading brands, in order to guarantee the provision of quality products. Designed to inspire an even more comfortable and memorable journey for the motorist, Shell Ultra City destinations are quickly becoming the stopover of choice for the discerning motorist, with 31 sites currently located throughout South Africa. “Shell Ultra City is passionate about good service and ensuring that all motorists no matter your age or reason for travel are catered for,” the company asserts, and alongside massive fuelling bases and shopping, bathroom and banking
// PEOPLE ARE ESSENTIAL TO THE SUCCESSFUL DELIVERY OF THE SHELL STRATEGY AND ALSO TO SUSTAINING OUR LONG-TERM BUSINESS PERFORMANCE //
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facilities 29 of this number now have Steers Diner Restaurants on site. “These have been allocated strategically along the main routes around the country, from the Northern Region to the Southern Tip in the Western Cape Region,” Shell explains. “Steers Diner Restaurants are there to make the motorist’s journey an experience to remember.” A landmark partnership also means that the PharmaShop24 Concept and Design, found all over Europe, Japan and USA, is now available in South Africa. “Pharmashop24 offers a market leading pharmaceutical vending machine into the forecourt shopping experience,” Shell expands, “with machines that are tamper-proof and temperature controlled ensuring quality products are dispensed every time.” NATION-BUILDING IN DNA Through the Retailer Transformation initiative, Shell South Africa has allowed numerous beneficiaries, some of whom have been part of the Shell SA family for
SHELL SOUTH AFRICA
decades having risen right through the ranks, to themselves become owners of service stations. As with most franchises, money to make a purchase is required alongside the determination to make a substantial financial investment work. Unlike others, Shell, as part of its commitment to broadening franchise ownership, has taken an approach designed to facilitate purchases and the appointment of retailers. “At Shell SA, we see ourselves as partners to those on whom our business depends,” the company proudly states. “Therefore, we believe we have an essential role to play in helping them realise their goals and ambitions.” As such, Shell does not stipulate the minimum amount required for an individual to contribute towards a franchise purchase, relying instead on assessing skills, experience and the presentation of a thorough business plan. “We play a big role in terms of enterprise development, developing
entrepreneurs and developing the communities in which we do business,” summarises Hloniphizwe Mtolo, Shell SA Country Chair and Retail GM. “How we involve these communities in our activities is of great importance to us. People are essential to the successful delivery of the Shell strategy and also to sustaining our long-term business performance. Station to Nation, for us is our interpretation of transformation.” Besides its business history, Shell South Africa is active in promoting equality within its ranks, and is an acknowledged agent for change in the business sector. The process of what it terms ‘nation-building’ through transformation is a strategic priority, and working toward a more inclusive future forms an essential part of the organisation’s DNA. “Nation-building is about enabling our society to progress,” the company says. “As change occurs, it will drive us to innovate and create new methods and the more embedded
it becomes in our daily activities, the more we contribute positively to our nation’s future.” As it celebrates every element of its hard-won 120 years of changing business and people’s lives and creating possibilities in South Africa, it is crucial that it remains this forward-thinking simultaneously in order to secure the next 120. “Our purpose is to power progress through more and cleaner energy solutions,” Shell closes, “and whether uniting South African families in the early 1900s by providing power and warmth in their communities or mining towns, or connecting national travel routes with revolutionary refuelling stations, Shell’s shared vision is for a nation united by ambition, collaboration, and advancement.”
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AS FEAT UR ED IN
ENTERPRISE AFRICA
NOVEMBER 2022