Viva Energy launches new Reddy Express c-store brand

The chain will gradually replace the Coles Express banner across Australia and operate alongside OTR stores.

Viva Energy unveiled the Reddy Express convenience store brand. The chain is set to gradually replace the Coles Express brand across Australia and operate alongside the On The Run (OTR) offer as the store conversions roll out.

As part of the acquisition of the Coles Express convenience business in September last year, the c-stores were to continue to trade under the Coles Express brand on a transitional basis, but over time would carry new store brands. Under the arrangements agreed with Coles Group, reference to ‘Coles Express’ will be removed from the sites and replaced over the course of 3.5 years from completion of the acquisition, with most rebranded over two years.

Viva Energy is in the process of obtaining regulatory approvals to complete the acquisition of the OTR business which will see the extension of the OTR offer over time to the convenience stores that support the format.

While some stores will likely move directly to OTR, a large proportion of the network will operate under the Reddy Express brand as we roll out the OTR conversions.

“Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today. The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step while we await the approval process of the OTR acquisition,” said Jevan Bouzo, CEO of the Viva Energy Convenience and Mobility business.

The Reddy Express brand will support and enhance the existing offer, with award-winning coffee, snacks and high-quality food-to-go. Customers will continue to have access to existing loyalty programs, including participation in FlyBuys, the 4cpl discount dockets with Coles supermarkets and have access to high-quality Coles branded products.