Local oil retailer Susco Plc is rebranding its image by turning petrol stations into “Susco Squares”, offering eating and shopping options to motorists.
The company spent 100 million baht renovating a petrol station on Boromratchonnanee Road in the Bang Bamru area of western Bangkok, making it the prototype station in the capital under the Susco Square concept.
“We see a new opportunity to boost revenue while Thailand faces an economic downturn,” said Chairit Simaroj, chairman of Susco’s board of executive directors.
The company wants to diversify from its core business of oil retail over the past 40 years. At a Susco Square, motorists can refill their cars, shop at convenience stores or eat at restaurants, most of which are Michelin-certified, he said.
“Thai consumers aren’t tied to a particular food brand, but the taste must be delicious and popular,” said Mr Chairit.
“Traffic at restaurants must ensure convenience.”
People can also visit specialised clinics for humans and pets at these retail hubs.
To create a Susco Square, the company expands the compound of a filling station, constructing a long, two-storey building with open spaces and a parking lot for 200 cars.
The concept is like a community mall with a filling service, he said.
Before the renovation, Susco leased out part of its filling stations to Chinese electric vehicle maker BYD to build showrooms. There are 11 BYD showrooms inside Susco compounds.
Unlike many other oil retailers in Thailand that have their own coffee brands, Susco does not want to venture into this type of non-oil business, said Mr Chairit.
“We’d prefer other companies open coffee shops at our compounds, no matter the brand,” he said.
The company aims for 7-8% growth in oil sales next year, driven by the development of three more Susco Squares in Phutthabucha in southern Bangkok, Srinakarin in eastern Bangkok, and Don Mueang in northern Bangkok.
Mr Chairit said he expects the company to earn 30 billion baht next year, up from an estimated 20 billion this year.
The 2026 investment budget is set at 400 million baht, with 75% of it funding oil trade and the rest supporting non-oil businesses.