BP prides itself as an industry leader which offers customers an experience that outshines its rivals and makes them feel "road happy". The company aims to provide a well-rounded service; customers can benefit from the BP's advanced fuel offerings, enjoy its BP Connect convenience stores and Wild Bean Cafes and know that BP is doing all it can to be an environmentally-aware and community-minded retailer.

BP says it has always had a strong focus on ensuring customers have access to the best fuels for optimal performance from their vehicles.

The company is not willing to rely solely on its established image however and seeks new innovative offerings, such as the launch of BP Ultimate Diesel in 2010. The introduction of this new product followed customer feedback and, as BP listened to what customers wanted, resulted in an immediate increase in customer satisfaction.

Another way in which the company certifies the quality of its fuel is having the endorsement of MotorSport New Zealand for its BP Ultimate 98 fuel.

But BP recognises that customers want more than just fuel offerings. While the company handles 35 million transactions a year, a good number of those are for sales other than fuel. BP says it differentiates itself from its competitors by locating outlets in the most convenient places. It has an unrivalled motorway presence, a strong network on our state highways and is located alongside many provincial highways and in many provincial towns.

Convenience, coffee

BP Connect also has large convenience stores, larger forecourts with store-front parking and a Wild Bean Café at every site. The barista-made coffee has been incredibly popular and Wild Bean is now the largest seller of barista coffee in the country.

New Zealanders obviously appreciate fresh food and coffee given the increase in BP's convenience sales last year, against an overall industry decline. The company was ranked higher than competitors in 14 out of 16 categories for food and beverage sales and is continuing to seek improvements in that area.  A dining room pilot adding relaxed seating and digital TV at some Wild Bean Cafes is the latest step.

The company has long been involved in our communities, having sponsored Surf Life Saving New Zealand for 43 years. It supports Canteen during its annual appeal week every year and is also involved with youth through the Young Enterprise Trust and BP Challenge. Following the Canterbury earthquake, BP customers' in-store donations, combined with the company's contributions, added almost $1 million dollars to the Red Cross relief fund.

BP Connect aims to be an environmentally conscious fuel retailer and implements numerous energy-saving initiatives. It collects rainwater for non-potable uses, recycles up to 90 per cent of the water used in its carwashes and uses solar photovoltaic panels to generate power. Wild Bean uses recyclable materials where possible, sources its coffee beans from fair-trade, sustainable sources and recycles coffee grounds for fertiliser.