How bad did it get in 2008 for gasoline retailers? Maybe not all that bad.
During the first half of 2008, as wholesale gasoline prices climbed rapidly, the gas and convenience store industry was abuzz with talk of terrible fuel margins impacting gas station owners nationwide. Conventional wisdom is that if wholesale prices rise too rapidly, retailers cannot keep up with price increases at the pump and margins become compressed.
The conventional wisdom may have been wrong, if U.S. Government data are to be believed.
Petrobanc Finance completed an analysis of gasoline margins from 2006 through 2008 at the national level using Energy Information Administration (EIA) data published for wholesale and retail prices. Adjustments were made to account for higher credit card fees as street prices doubled.

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If we assume 2006 and 2007 represent a reasonably typical retail profit margin picture on average over time, then 2008 did not show a significant decline in margin during the price run up in the first half of the year. However, there was a strong surge in retail margins in the fourth quarter as wholesale prices dropped more quickly than retail. This surge nearly tripled the normal profit margin during October 2008.
What is the lesson here? Operators seemed to have done a good job keeping up with the price increases from their wholesalers. This is capitalism at its best, where one can imagine station owners going into overdrive to monitor their street prices versus their competition, trying to ensure they price adequately to cover the NEXT load of fuel, not the prior one. They were less quick to drop their prices during the decline, building reserves for future price fluctuations.
Why is this important? In a time when commercial credit to the industry is limited (to say the least), lenders are wary of financing independent operators that already suffer from dubious credit reputations on top of environmental concerns.
In my conversations with good operators, I’ve learned that their business models accommodate the peaks and valleys of gasoline margins. They bank the profits from high-margin periods to provide liquidity during low margin periods. They also have multiple profit centers, including c-stores, fast food and car washes.
So what really happened in 2008? There was some pain, but it came from reduced sales of gas and ancillary offerings. Simply put, consumers have changed their driving habits and aren’t stopping at gas stations/c-stores as often. We await a more complete analysis on store profitability that will be released by NACS in their State of the Industry report in summer 2009.
In the meantime, top operators will continue to watch their street prices daily, always capturing the most margin possible and improving their bottom line.
Author: Kevin Morley
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