All of these matter, says finance director Michael Beech, explain that the firm’s fleet of more than 100 vehicles, making 6,000 deliveries every week, has to arrive on time, with the ingredients in perfect condition.
So, access to a fuel supplier with more than 1,000 service stations to match its own nationwide network was a major part of the company’s decision to switch from a small UK-based fuel company to Shell, he says.
“Having Shell fuel cards is far more convenient for our drivers and cost-effective for the business,” says Beech.
“There are Shell service stations wherever our drivers need them, so we no longer have to factor refuelling detours into our delivery schedules.”
Wellocks also operates a series of regional hubs, supplied by four refrigerated artics. Customer deliveries are then made by a fleet of HGVs and Sprinter vans.
“We’ve also been able to stop storing tanked fuel at almost all sites,” he says.
But it’s not only a question of convenience for Wellocks. By working with Shell, Beech says the company is also benefiting from Shell FuelSave Diesel across its entire fleet.
“The more reliable and efficient our vans are, the better our service is for customers and the more profitable we are as a business,” states Beech.
“Through using Shell FuelSave Diesel, we expect to see a reduction in our fuel costs, a decrease in maintenance expenditure and a fall in the number of vehicle breakdowns,” he continues.
“With our business currently expanding, this is particularly important. The less time and money we spend on maintenance, the more we can focus on attracting and serving new customers.”
But for Beech and his fellow Wellocks directors, there is also a less tangible factor: the positive impact on the company’s brand reputation.
“To succeed as a business and differentiate ourselves, we have to behave like a premium brand in everything we do,” explains Beech.
“That’s right from the quality of our ingredients through to the standard of our vehicles and the professionalism of our drivers.
“I’d much rather our customers see one of our lorries or vans refuelling on a Shell forecourt than a supermarket one.”