C22 Let us all in on the secret of how every station knows to raise prices at the exact same time. Funny but when the Hurricains hit prices were going up twice a day and the tanks were not being filled twice a day with fuel at a higher wholesale cost were they. The big price increases were pure profit at least for the gas already in the tanks unless I am missing something. The very definition of gouging if you ask me.
We set our prices according to the largest retailer in our immediate area (it's been that way the 15 years we've been in business). They have two stations within 2 blocks of each other that do more business than all the other stations in our area combined, that's generally how smaller independent stations set their prices.
I know that sounds weak, but if we had our way, we would list the price we're paying next to what we're selling it for and keep a constant margin (even $.10/gallon which is a 4% margin with today's prices would be better for us year-round than the freaking yo-yo we do with prices). We would probably get some backlash for doing that, but we may try it at some point (I'm sure someone will end up suing us over it).
Last winter, we were losing money on every gallon of regular unleaded that went out the door (when this happens, we usually are able to get a kickback from our distributor/brander for about $.05/gallon).
The way the mid-grade and premium pricing works is a little different, and more profitable. We pay $.05/gallon more for mid-grade and charge $.10/gallon more for it. We pay $.10/gallon more for premium and sell it for $.20/gallon more than our regular unleaded. We only do about 20% of our gas sales in mid-grade and premium so it doesn't make a huge difference, but it helps.
Maverick came up with a slick way to sell gas cheaper to the public. They run their credit cards through a satellite system and don't pay the middle man processor from what I hear. They and Flying J also are one company from the refinery to the retailer so they cut down on other middle man associated costs.
Ultimately, like I said before, the "ma & pops" stores won't survive and the big chains will. No biggy, just kinda frustrating when you're in the business. But, business is about change and if you're strategies don't work, you adjust them until they do.
Enjoy the reading, I wish we were talking about a trip to Moab....... maybe we should buy a c-store down there??????