Greenstone Energy becomes Z Energy

Wednesday 11th May 2011 3 Comments

Greenstone Energy, the company that purchased Shell's service stations in New Zealand, will now be called Z Energy.

Its more than 220 stations will branded Z, pronounced Zed, to give the business a New Zealand identity.

The new Z logo represents the infinity symbol with the idea that this represents the millions of journeys New Zealanders take every day.

Initially 10 stations will be renamed. A full brand rollout will start in October and will run until June 2012.

The company said it will sell good coffee and good food but it is not going down the sit down cafe track, saying petrol stations are a stop for people during a busy day and not a destination in themselves. The stations will stock pies made in Hawke's Bay and there will be forecourt service.

Greenstone is owned by New Zealand infrastructure investment company Infratil Ltd and the Guardians of New Zealand Superannuation. When they purchased Shell's downstream assets in New Zealand for $695 million last year it was known that the Shell brand would eventually be replaced. The company said today that it had decided not to renew its brand licence with Shell.

Greenstone chief executive Mike Bennetts said the rebranding of the business would be one of the largest in recent New Zealand history and it had been decided on after extensive market research.

Z Energy also owns 17.1% of the New Zealand Refining Company, a 25% stake in Loyalty New Zealand, which runs FlyBuys and owned pipelines and fuel storage infrastructure throughout New Zealand.

Shell Greenlane in Auckland is being rebranded on June 3, Shell Skyway in Auckland on June 10, Shell Shirley in Christchurch on June 13, Shell Takanini on June 24, Shell Linwood in Christchurch on July 4, Shell Waiouru on July 6, Shell Harbour City in Wellington on July 8, Shell Mana in Porirua on July 29, Shell Turangi on August 5 and Shell Putaruru on August 22.

NZPA

Comments from our readers

On 17 May 2011 at 7:02 pm Brian Pearson said:

I have worked for Shell and man you guys need to change your attitude to employees to be considered community based. $13 per hour to be what your ad says. Give me a break guys. My boss for 8 stations was the worst employer I have ever worked for. Work place bullying I say. Z man I go to BP now.

On 16 June 2011 at 1:59 pm Li Chartres said:

Arriving in Auckland from OZ we stopped off at The Skyway Airport Shell station and was pleasantly greeted by friendly attentive staff who were willing to help me in my request to get me to my next destination. Thankyou to all the wonderful staff, much appreciated.

On 30 June 2014 at 2:49 pm Z Energy said:

Bullying is rampant at Head Office too. Someone needs to speak up about Z and their tactics.They go against what we stand for as a nation. An honest days work for an honest days pay. Their number one priority is raising 'margins' or increasing the amount NZ pays for petrol. Z is not for New Zealand, Z is for $$$$ in senior managements' pockets.