UP FOR THE CHALLENGER!

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Four finalists lined up to try their keys to drive away in our 2015 PayDay Dodge Challenger, the most valuable prize ever offered in a Pioneer promotion. The afternoon event proved to be a nail biter, but when the dust settled Maxine M. of Mount Hope, hugging husband in celebration, took the Grand Prize. The finalists were selected from more than 2.2 million entries accrued during the promotional period.

See full story on page 2.

Big things are happening since Pioneer Energy officially joined the Parkland Fuel Corporation family on June 25. The company has launched a $5-million Refresh program, with stunning results at the Main Street East location in Grimsby. Pioneer Director Ian White joins Grimsby Retailer Nabil Elkes on site. Nabil says his customers love the improvements, which include an updated canopy and completely refurbished Snack Express. The Refresh program will see major improvements at 76 sites before the end of this year. Details on Page 4.

REFRESHing!

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A Nail Biter!Biggest ever PayDay prize

fires up Mount Hope couple’s retirement plans

A bright overhead sun warms a growing crowd as Cameron M. of Amherstview is announced as first to try his key in the white Dodge Challenger, parked under a tent at Pioneer’s Mainway and Appleby site in Burlington.

The 20-year-old, one of our four finalists in the 2015 PayDay Challenger Giveaway, hopes to drive away in the $53,000 car, a prize that garnered more than 2.2 million Bonus Bucks card swipes during the January 18 to March 15, 2015 promotional period.

Cam’s a car nut with a deep appreciation for the 485 horses lurking under the hood of this beast. His girlfriend along with a cluster of family members are holding their collective breath as the event gets underway.

“Cam came here today in a 1998 pick-up with 350,000 kilometres on it,” Y108 Radio morning show host Ben McVie

tells the crowd before Cam climbs into the car to try his luck. “It’s a model that came with its own donkey to tow it when it breaks down,” McVie adds to raucous laughter.

Then silence as Cam slips behind the wheel to try his key. He looks up and shakes his head. Not to worry, says McVie. Everyone wins today and Cam, like all the runners-up, will receive $250 in Bonus Bucks, “which he’ll need to keep feeding that pick-up”.

Sarbjit P. of Stoney Creek is next up. He’s a late entry to today’s contest after one of the initial randomly selected finalists dropped out because of health issues. Sarbjit works two jobs, including one as a taxi driver. “I use my Bonus Bucks card a lot because of my job,” he notes.

He too comes up empty, and the competition is down to the final two – Maxine M. of Mount Hope and Michael C. of Brantford. Maxine, who recently

The runners-up join Loyalty Manager Tori Allen with the Dodge Challenger.

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retired, readily admits that her husband garnered most of their points commuting daily to his job in Mississauga.

“I stopped at the Caledonia station (one of two frequented by she and her husband) on my way in, and let them know today was the day,” she adds. “They were pretty excited for me.”

As for Michael, it took a lot of convincing to get him to participate. “I thought it was a joke,” Michael says of getting the call about his win. “I went to my local Pioneer

The Pioneer Energy team hit the ground running as we officially became part of the Parkland Fuel Corporation family of brands on June 25.

The launch of our $5-million Refresh program, (See Time to Refresh, next page) is an important first step in leveraging the resources we now have as part of larger national organization – an organization wielding significantly greater resources and a strong desire to grow the business.

In the meantime, I want to hear from you. As a first step, we are reconstituting the Retailer Council as a vehicle for ongoing two-way communications, and I am very much looking forward to a respectful sharing of ideas. The retailer meeting taking place in Toronto Sept. 14-15 is another way for us to connect, share ideas and give you exposure to the tools we are building to help grow your business.

In the meantime I know everyone has lots of questions about what lies ahead. I can’t answer all of your questions at the moment because I won’t know the answers until I have time to interact with the team and better understand the Pioneer operation. But here are a few things I can tell you for certain.

• The Pioneer brand is here to stay – you have made it the leading independent in your markets, and Parkland is committed to building on that success. Parkland is here to invest and grow the brand.

• Together, in partnership, we are going to grow this business. There are opportunities to do this by building new sites, growing our business at existing locations and by acquiring other locations that would be complementary to our family of brands. This will create opportunities for expanded and growing roles for those wanting to advance.

• Pioneer’s Bonus Bucks loyalty program will remain, and we will continue to grow the program while making it even more relevant to our customers.

At the support centre in Burlington, we will see some new faces as the Parkland Eastern Canada office is more fully established to support ongoing growth.

That growth will come in a number of ways. I fully expect our existing sites to up their game, and for the support team in our office to provide relevant and meaningful programs for you and our customers to get excited about. We will speak more about this at our meeting in September.

One thing you will be hearing me say is to Think Nationally and Act Locally. We are no longer a regional player – we are part of a national organization, and we need to leverage that strength to our advantage in each of our local markets. Together we will be learning how to do that most

effectively in the coming weeks and months.

I am truly excited to be working with you in making Pioneer Energy the Retailer of choice for both customers and Retailers. When customers think about great value and great service, we want them to think Pioneer first. When Retailers are thinking about an entrepreneurial opportunity in gas convenience retail, we want them to think Pioneer.

I look forward to the opportunity to meet everyone at our upcoming meeting. Until then, good selling.

Shifting GearsPioneer Energy off and running as part of Parkland’s family of brandsBy Ian White, Director, Pioneer Energy

Parkland CEO Bob Espey joins Harvey Dyck, left, and Ian White, right, for a cake cutting to celebrate

the marriage of two great companies.

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Pioneer is putting a fresh face on 76 locations across Ontario in a $5-million program to bring the retail network up to current brand standards.

The scope of improvements in the Refresh program will vary from store to store, but includes everything from exterior canopy shrouds and signage updates to Snack Express refits and a new coffee program.

Bob Reid, Manager, Development and Construction, said Parkland is investing significant dollars in each location to enhance the customer experience, and to provide Retailers with a platform to become market leaders in the communities they serve.

“The age and stage of many of our facilities dictated the need to provide a refresh from a customer perspective to show we are committed to being convenience leaders,” says Pioneer Energy Director Ian White, noting that Retailers should expect at least a 20 percent lift in business once the program is completed by the end of this year.

“There is something for everyone in this program – our customers, our Retailers and our shareholders. By the time it is completed by the end of December, 85 percent of our network will be current, putting us fully in the game.”

The decision to invest was based on market research that showed Pioneer has one of the highest gas-volume throughputs per location but, tobacco aside, is lagging in the convenience retail business.

“We see tremendous potential for growing the business, and this investment is just the first step. Now it is up to the Retailers to make it work by training staff, setting aggressive sales targets and delivering the best possible customer experience. We will be providing support to ensure that happens.”

Nabil Elkes, whose Main Street East Pioneer in Grimsby was the first completed, says people are taking notice of his site’s transformation. “We’ve had people coming in to see what’s new, and they really like what they see. They tell us they are definitely coming back, so I know we’re going to get a lot of new business.”

NEW COFFEE PROGRAM

Grimsby was the first of 24 stores slated for a new coffee and tea program, says Pioneer Category Manager Scott Fleming. “When we looked at refreshing the coffee program, we wanted something that would be easy to operate while delivering the freshest coffee possible with minimal waste. We were able to achieve that. When a customer pushes the button for a cup of coffee, the machine grinds the beans and brews the coffee on the spot. Every cup is fresh.”

Scott says the quality of the coffee is excellent, noting that many who have tried it say it is as good as the coffee available at the national chains.

Nabil and his staff are particularly excited about the coffee program which, at $1.29 per cup, is an offer that can’t be beat. “You’d pay at least $2 for the same thing at (the large coffee chains). And here

you can even have cappuccino or hot chocolate for the same price.”

Nabil also likes the ease of use – staff must clean the machine daily, and keep a fresh supply of milk and cream on the counter.

Bob Reid says the Refresh program will see a number of stores closed for four and a half days on average. “A number of these stores are in the 800 to 1,100 square foot range and date back to 2000 or earlier,” he notes. “We were using a plastic slotwall back then which have yellowed and have become unsightly.

“We are tearing that out and replacing it with drywall, painted in a Rocky Road (warm beige) colour that creates a very inviting environment.”

Many stores will remain open during renovations, with areas cordoned off while work is being conducted.

Adds Ian: “Refresh, like everything we do, is all about the customer. We need to stay current, creating the best customer experience and value.”

Time to REFRESH

Left: Bob Reid, Manager, Development and Construction

Right: Scott Fleming, Category Manager

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Time to REFRESH

New LED decklights (left) create warmer night-time environment along with significant energy cost savings. Narrow canopy supports are replaced with modern looking canopy shrouds that now carry merchandising images (right).

Installation of new banner box (center) as part of canopy replacement brings Pioneer brand up to date. New canopy banding is maintenance free, saving retailers significant upkeep expense.

Aging slotwall was removed (before at lower left) to make way for an enticing coffee, tea, cappuccino and F’real milkshake area in Grimsby. F’real milkshake offer is unique to this location.

Warm colours and clean lines (right)replace the clutter of slotwall (below right) to create an inviting, contemporary shopping experience.

CUSTOMERS LOVE OUR GRIMSBY MAKEOVER

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The Pioneer spirit team offered giveaways to everyone attending the event at Burlington’s Mainway and Appleby Pioneer Verve.

Pioneer’s co-branded Tiger-Cats and Play Action Bonus Bucks cards.

station and spoke to the owner (Fred Brown).” Once Fred confirmed the details, however, Michael was all in.

Maxine is the next to go, tentatively sliding into the Challenger with key in hand. The crowd goes silent until the engine roars to life. Maxine’s face lights up as she leaps from the car and runs to her husband for a celebratory hug.

“It’s unbelievable, I never thought I’d win,” she stammers. “My husband is retiring this November, so what a great way to kick off our retirements together.”

The prize, and customer participation in the 2015 PayDay promotion, was the largest ever in a Pioneer promotion.

“There is no question this promotion was a huge driver at our sites,” enthuses Pioneer Loyalty Manager Tori Allen. “With more than 2.2 million swipes, we doubled the participation over last year’s Mustang PayDay event, which set a record at that time.

“It’s great to see the excitement the promotion has generated. And you can’t help but feel good when you see four of our customers walk away winners.”

The car was provided with assistance from Unique Chrysler in Burlington. Other event sponsors included ESKA water, Ben McVie and the Y108 Street Team, BioSteel, Jack Link’s, and Hershey.

Pioneer’s partnership with the Hamilton Tiger-Cats is putting football fans on a winning team with our Retailers.

Season’s ticket holders automatically qualify for a chance to win free gas for a year, or dinner out with Tiger-Cat players, each time they swipe their co-branded Tiger-Cats Bonus Bucks cards.

“This partnership was launched in 2014, and is really gaining momentum as we head into the 2015 season,” says Pioneer Marketing Manager Cheryl Stubbs, who was on hand at the Ticats’ pre-season opening game to present the free gas prize from the 2014 season.

The Pioneer brand is also front and centre for all home games, with thousands of fans passing through the Pioneer Energy gate coming into the team’s new

stadium known as Tim Hortons Field.

The Pioneer Spirit Team will be greeting fans at each game, to promote the Pioneer Bonus Bucks card and to interact with various games and promotions. Additionally, the south end zone has been designated the Pioneer Energy Zone, providing a gathering spot for fans who can eat, drink and mingle while watching the game.

TICAT FANS

W I T H B O N U S B U C K S

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After years of working with Pioneer Retailers from a distance as a member of the head office finance team, Julie Stinson can’t wait to be working with them directly as Pioneer’s newest Territory Manager in Niagara Region.“This is something I’ve been working toward for

a few years now, and I can’t wait to get started,” says Julie, who joined Pioneer at the age of 15, pumping gas at the Rymal Road, Hamilton Pioneer. She joined the Head Office Team when she was 21.“I am very proud of the relationships I have cultivated with our Retailers. It is such an important facet of our business. I am really looking forward to the opportunity to work in the field, helping them grow their businesses and take advantage of all that Parkland has to offer.”Julie says she is particularly excited at the opportunities that will be created through the Refresh program.“I know I can bring a lot to my new role because I understand the business from both sides of the fence. I know the challenges facing Retailers, but I also know what is expected of them from the organization. It is an exciting time, I look forward to being part of the day-to-day business operations. It is going to be very rewarding to see our business grow.”

Jeff French has worked in retail his entire life, starting at the age of 12 at his family’s hot-dog stand in Orillia.He is excited by his latest challenge as Regional Operations Manager for Pioneer Energy, supporting Retailers from Toronto to Windsor. “I can’t imagine a better time to be here. We’ve got the strength of the Pioneer brand, solid operators and a passion for growing the business with the support of Parkland, a national

business with great resources.”Jeff, who joined Pioneer on June 25 when the Parkland transaction closed, says he’s putting lots of miles on his car as he gets out in the field to talk with Pioneer operators.“I like to be out there as much as possible. And for now, my

job is getting to know the Pioneer business by listening to our operators. I want to know what I can do to support them in getting better and better at what they do.”After graduating from Queen’s University with his Bachelor of Commerce, Jeff worked for major retailers including Canadian Tire, Sears Canada and the company that operates National Money Mart. While at Canadian Tire, he took a year off to attain his MBA.Jeff lives just north of Barrie where he likes to spend time with his seven-year-old son and 10-year-old daughter. He has just taken on the role of Chairman of the Orillia Hospital Board of Directors.Jeff is also supportive of his wife who is in training with hopes of winning a spot at the World Ironman Championship in Hawaii.

Newest TM can’t wait to start

NEW REGIONAL OPERATIONS MANAGER HITS THE ROAD

Julie Stinson, Territory Manager, Niagara

Jeff French, Regional

Operations Manager

We’re all looking forward to our first major

Retailer event as part of the Parkland

family of brands. This is a must-attend

event, with one representative from each

Pioneer Energy location.

WHENSEPTEMBER 14

Registration & Reception

SEPTEMBER 15

Welcome

General Session

Breakout Sessions

Car Wash Retailer Session

WHEREToronto Airport Marriott Hotel, 901 Dixon Road

If you have questions, please contact your Territory Manager. See you there!

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An Enniskillen couple whose story about the 2013 ice storm took top honours in the 2015 Honda-Pioneer Winter Survival Story contest were overwhelmed by the outpouring of support they received.

AND NOW THEY’RE READY TO PAY IT FORWARD.

PAYING IT FORWARDOUTPOURING OF SUPPORT INSPIRES WINNERS OF THE WINTER SURVIVAL STORY CONTEST

Nancy and Garth Hutchinson, whose alpaca barn collapsed under the weight of the ice killing one animal and stranding the rest of their herd in bone-chilling cold, say the support that put them and their farm back on solid footing was more than they ever expected.

“A year later, we’re transitioning from a farm and store to a therapeutic farm,” says Nancy. “We work with adults and children with disabilities, and use the alpacas as a treatment. We’re also going into animal husbandry and more of an outreach. It’s our way of giving back to a community that believed in us when we were ready to give up.”

The Hutchinson’s story of loss, community and hope impressed judges who heard hundreds of winter survival stories entered in the Winter Survival Contest. The top prize was a Honda generator and a $500 Pioneer gift card.

For Nancy, the win is more than a prize - it’s further acknowledgement of the

great community she is surrounded with. “Thanks to Pioneer and Honda, now we can face an emergency.”

The Hutchinsons’ story of overcoming all odds with strong community support stood out from the hundreds of winter survival stories entered.

Alpacas, a South American animal that resembles a small llama, are bred for their coats which are used for making knitted and woven items, sweaters and bedding.

Days after the ice storm felled trees and levelled power lines across much of Southern Ontario, the Hutchinsons knew their alpacas were relying on the barn for shelter from the cold and wind. “We had spent much of the first few days after the storm helping neighbours and family,” says Nancy.

Seeing the snow melt and ice begin to dislodge from the barn roof, the couple decided to leave the farm and help. They were unprepared for what awaited them on their return.

“We were gone no more than 90

minutes. And I know a lot of people think we shouldn’t have left. But had we stayed we would have been in the barn when it collapsed. It was bad, but I just think it could have been so much worse. We called the insurance but we weren’t covered and we had no back-up plan.I felt we had no choice but to sell the herd.”

The news spread quickly in their community and over social media. The response was resounding – from meals to manual labour to donations, the community reached out to help the Hutchinsons save their farm.

Just over a year later, the Hutchinsons have their herd back in a temporary structure – what will become the hay storage barn.

When Thelma Moore arrived at Pioneer 27 years ago, it was her first job in a “big company”.

But it didn’t take long before she discovered a sense of family and settled in to handle accounts for the business as it continued to grow into an even bigger company.

Asked about her fondest memory over the years, Thelma doesn’t hestitate. “My son was on a tour of duty in

Afghanistan and Tim (Hogarth) was going over there. He took a package for me, and delivered it to my son personally. I thought that was pretty special.”

We wish Thelma continuing fond memories after her retirement from Pioneer at the end of July. Thelma plans to spend more time with husband Dave, her two children, grandchildren and, soon, her first great grandchild.

Retirement wishes go out to Thelma

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Loving EVERY DaySam’s team sets service bar high with passion for what they do

When you get up in the morning, are you eager and ready to embrace the day? Are you equipped to face the challenges of dealing with the public? Are you doing something you love, or just going to work?

How you answer these questions could make or break your business, says Sam Destro who operates multiple Esso-branded sites in the Pioneer network. In the past seven years he has quickly set himself apart for his excellence as a branded dealer.

“Sam’s sites go above and beyond any recommended business practice,” says Troy Richter, Director of Retail Operations West. “He puts people in place to ensure there are enough layers of employees so there is no issue or aspect of the business ignored. All of his managers are trained for as long as needed to feel empowered to run the site on their own. It’s amazing – Sam and any of his employees could fill a mentorship role for other locations.”

The motivation behind Sam’s approach to business might surprise you. It’s simply that he loves what he does.

“I care about my business, and I have to get other people to care,” says Sam. “Each day is a new day, and I need to bring enthusiasm and love of my work to each day. My employees will see this and they’ll rise to the challenge of the day too.”

For Sam, his love of his work drives him to be the best. And to be the best, he believes in aligning with the best. For his stations, this means aligning with the best brand, the best partners and the best employees.

“It’s a challenging business to be in. Constantly dealing with the public and various issues. And at the end of the day we’re delivering a generic product: gas. So I need to do what it takes to make my generic commodity better than the rest.”

Adds Troy: “Sam has extensive knowledge and experience in the industry. His hands-on approach and the dedication to the success of his employees and businesses is the key to what sets him apart. Many other dealers are distant – Sam is aware of the day-to-day business factor.”

Looking at the day-to-day, Sam is able to quickly highlight four crucial success factors. The first? Service, service, service, service.

“Remember, customers always have a choice. We’re selling a homogenous product – and we are differentiated only by the customer experience. If employees know what to do, why they do it and how to do it, and you ensure that they are doing it, then there is a greater chance of customer satisfaction.”

Sam cites two key factors for operating success: ensuring employees are in

compliance with all regulations, and meeting the needs and wants of your local market.

“I appreciate and admire Sam’s business acumen,” adds Troy. “He’ll even provide me with advice and insights into situations. He’s a very knowledgeable, intelligent and caring person.”

So what’s one piece of advice Sam would offer other Retailers and Dealers? “If you don’t enjoy it; if it’s not rewarding, then you can’t handle the challenges. To succeed, the key to success, it can’t be a job, it has to be something you truly want to do. This is what will set you apart. You have to love it and want to be the best. Just these two things will make you better immediately.”

Do you love what you do? Think about it.

Sam Destro (inset) openedhis newest Esso On the Runlocation in Stoney Creek thisJanuary. Team members likeAnnette Livingston, picturedin the location’s conveniencestore, share his passionfor exceeding customerexpectations.

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DRIVEN TO PLAY!Young soccer players from Hamilton had an

exclusive glimpse into the lives of professional soccer players in May, thanks to Pioneer.

Young members of the Mount Hamilton Youth Soccer Club take time out from their dream training day for a team photo with their instructors.

The 23 players came from the Mount Hamilton Youth Soccer Club (MHYSC), victors in this year’s Driven to Play program, spent a dream day at the Toronto FC Kia Training Ground in Toronto with professional instructors. It’s the second year in a row MHYSC has won the challenge. The prizes from Pioneer—a $10,000 grant and a training day with the Toronto FC professional soccer team—give young athletes encouragement to meet their soccer goals.The training day at the KTG in Downsview Park included sessions on nutrition, cognitive thinking as well as other soccer techniques. Then, players took to the field for numerous warm-up drills and activities followed by a group scrimmage. The experience of learning and playing at a professional soccer facility—and meeting TFC defender Ashtone Morgan—was highly motivating for the young players, says Marco D’Arcangelo, Player Development Director with MHYSC. “It shows the kids… that there is a goal to achieve should they want to pursue soccer. The experience has led to parents and players taking their training to the next level so they can one day reach their soccer goals.”The Driven to Play program, now in its third year, is part of Pioneer’s partnership with Toronto FC. Under the program, specially branded Bonus Bucks cards are issued Young soccer players escorted the pros onto the field at the Toronto FC May 23 game courtesy of

the Pioneer partnership.

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Young members of the Mount Hamilton Youth Soccer Club take time out from their dream training day for a team photo with their instructors.

Players listen attentively to on-field instruction during their dream day at Toronto FC Kia Training Ground.

Young soccer players escorted the pros onto the field at the Toronto FC May 23 game courtesy of the Pioneer partnership.

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The big winners in this year’s Toronto FC partnership – including Mount Hamilton Youth Soccer Club in centre – collect their cheques during halftime of the team’s home opener.

Excited soccer fans with retired TFC star Dwayne De Rosario.

to thousands of soccer parents who help qualify their club for a chance to win every time they swipe the card.For Norm Miller, Marketing and Communications Director with MHYSC, the passion of players, coaches, parents and volunteers is key to Mount Hamilton’s high participation rate for the Driven to Play program. “We work hard to get the cards into the hands of our players and coaches, and encourage them to support all our club sponsors, including Pioneer, to thank them for being a partner with MHYSC.”Mount Hamilton is one of the oldest and largest clubs in Hamilton with approximately 3,000 registered players and more than 300 volunteer coaches. It offers recreational and competitive soccer for boys and girls from age 3 to 19.

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Dealers attracted to Pioneer Energy now have a third option when it comes to branding – Top Valu.

“In addition to our Pioneer and Esso brands, we offer Top Valu as an option for some new retailers,” says Regional Sales Manager Ed Whitehouse.

“Top Valu provides operators with a recognizable brand, quality gas and pricing, POS (point-of-sale) support, site development support, fleet programming and training. It’s a great option to introduce new or smaller dealers to Pioneer.”

It was a perfect fit for Pawandeep Gill, and his wife Raj. The couple was experienced in operating a successful Subway franchise, but had always wanted something different.

“I knew I wanted to own my own gas station,” explains Pawandeep. “Pioneer is a good brand and I knew that’s who I wanted to begin my business with.”

The Gills secured a solid location on busy Hespeler Road in Cambridge, but it was too close to other Pioneer branded sites. Not wanting to lose the opportunity to work with the Gills, Ed offered them the Top Valu option.

While originally worried about their location and getting into the Pioneer fold, the Gills were excited by Ed’s suggestion. It brought them into the retail gasoline business, but more importantly welcomed them into the Pioneer Energy family.

While limited in comparison to the other branded stations, Top Valu offers a strong alternative. “Top Valu is an option based on location, size and proximity to other stations, as well as the operators’ financial situation at the point of entry,” Ed says.

There are two business models available under the Top Valu brand - consignment and the dealer tank wagon.

In the dealer tank wagon model the operators receive their gas from Pioneer at a reduced rate and sell it at their discretion. Through the consignment model, Pioneer owns the gas and provides the operators with a commission on sales.

“We work with our new dealers to ensure they have the model that’s right for them, and sets them up for success,” Ed explains. “We’re there in a limited capacity, but we ensure access to quality fuel and a good product for our customers.”

While still small, the Top Valu brand is growing. “Top Valu is an opportunity for Pioneer to keep operators within our brand,” says Ed. The Gills are quick to promote the Top Valu option. Their site opened in November 2014, and they’ve been busy learning and growing the business. “We’re happy with Top Valu and proud of the Pioneer brand,” says Pawandeep. “We’re busy and we have enjoyed the experience.”

While a smaller and less known option, Pioneer is happy to offer Top Valu as an alternative brand. “We’re glad to support these smaller and newer stations,” says Ed. “We’re proud to bring Pioneer product to more customers. And it’s great that it allows us to bring quality people like the Gills into our network.”

Left: The newest Top Valu location in Cambridge is located on busy Hespeler Road. Below: Operators Pawandeep and Rajneet Gill are happy to be part of the Pioneer Energy family.

The Top Valu OptionOur third brand brings quality operators

into the Pioneer family

After only two years working with Pioneer Energy Bruce Lumley became the Pioneer Retailer in Springville, a site located southwest of Peterborough. He took the reins as the area shifted into the hectic summer cottage season. “It was May and as we were transitioning into cottage season the previous manager told me to hold on,” says Bruce. “I was warned that come May 24 the season was going to hit me.”Bruce’s Regional Business Manager Karim Amanali says he had no concerns. “Very early on Bruce let me know his intentions of having his own store,” Karim recalls. “When this store became available I knew his past food franchise experience and his hiring philosophy would benefit the location greatly.” Bruce came to Pioneer later in his career. “I’d had a few different businesses – but there’s something about the gas station business I like,” he adds. “I like the customers, the interactions. I really enjoy the business.”From the brand to the people, Bruce values what he has found at Pioneer.

While he knew a lot about business and customer service from his past food chains and his other business ventures, Bruce credits much of his

current success to the Pioneer Retailer he worked

Springville Retailer Bruce Lumley says hiring the right people and providing proper training are keys to his early success with Pioneer Energy. Inset, his Country Style corner is a welcome oasis for busy cottagers.

Delivering a

MEMORABLE customer experience

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In 1956, Pioneer changed the gasoline retailing game.We’re only six months away from our 60th anniversary year!

In 2016, we will be celebrating the first 60 years, while looking forward to an even brighter future as part of the Parkland Fuel Corporation family of brands.

The celebrations will include a commemorative book celebrating our collective achievements over the past 60 years. Here’s a sneak peek at some of the archival photos we’ve discovered while researching the book.

^ Car washes weren’t always automated, as you can see in this photo of the car-wash team on Upper James, Hamilton. Pioneer was however the first to introduce automatic car washes in Canada.

^ The Barton Street, Hamilton pyramid was among the more distinctive canopy styles that have made Pioneer gas a standout for motorists.

^ Pioneer was one of the first Canadian companies to put desktop computing power on the desktop, developed by then partnership company Pioneer Computers. Note the rotary phone on the wall behind the screen.

> Pioneer has always focused on customer loyalty – who remembers the antique glass collections?

^ Pioneer took on the soft drink ‘big boys’ with The Pop Shoppe. What was your favourite flavour?

‘Mr. Car Wash’ retires AFTER 48 YEARS

Herb Schulte turns the keys to his site over to David Harmouche, an experienced Retailer who moves to Burlington from the Winston Churchill Boulevard Pioneer in Mississauga.Herb Schulte (third from left) is toasted by Pioneer veterans from left: Guy Desrochers, Geoff Hogarth, Brian Kitchen, John Sedgwick and Tim Hogarth.

When Herb Schulte left Germany 48 years ago on what was to be a two-year world tour, he never imagined he’d end up washing cars for a living. After all, he had been a tax lawyer before doing a stint in the military back home.

When Herb landed in Burlington to visit a cousin he had only $80 in his pocket, and needed to make some money. The $1.25-an-hour offer at Pioneer was too good to turn down.

“I was hired to work at a rollover car wash at this location (Fairview and Guelph Line in Burlington), and I met Murray (Hogarth) my first day on the job,” recalls Herb, who eventually took over that same location and continued operating it until his retirement at the end of 2014.

“I was really impressed by Murray … 37 years old and, holy mackerel, he was running this big business. He said to me, ‘Welcome to the Pioneer family’. He didn’t call it a group, it was the Pioneer family and that’s the way it was.”

A day later Herb met the entire Hogarth clan when Diana came in with her five young boys to clean her car. “I think it was a ’66 Mercury station wagon, and she had all of the boys in tow with her,” Herb adds with a chuckle.

It was an all-cash business in those days, and while Herb can’t recall the exact price of gasoline, he does remember Murray stopping by one day to advise him to bump the price. “’Herbie,’ he said, ‘the barrel of oil is going up from $3.50 to

$3.75 and that has to be reflected on the pumps.’”

After being transferred to the Upper James location – “we called it Alcatraz in those days because it was so busy” – Herb thought his Pioneer career was coming to an early end.

“I think the manager at the site wanted to get rid of me, so he changed the schedule without telling me,” says Herb. “I was supposed to start at 8 a.m., but he switched to 7. When I showed up at 7:45, he said I was late and fired me.”

Three months later, Herb was rehired and became the company’s car-wash specialist.

“The washes were really busy in those days – my record for car washes in one day was 1,460 cars. We did that at this site. We opened at 7 a.m. and we were lined up until 9 that night. Those were fun days, we were washing 6,000 cars a week.”

By 1973, figuring he was in Canada to stay Herb bought a house in Burlington. A new company called Pioneer Developments (a partnership between Murray and Carl Haizee) was created to open new Pioneer sites in Brantford, Toronto and Waterloo. Herb would spend the next two years with Pioneer Developments until Brian Kitchen (now VP Dealer, Reseller Sales & Environmental Affairs) took over.

It was during that time that Pioneer launched Rent A Bug – renting VW bugs, Pacers and Gremlins from Pioneer sites for $5 a day and five cents a mile. That’s when Herb found himself in the role of a repo

man – trying to recover cars that weren’t returned.

“People didn’t use credit cards in those days, so a lot of times they just wouldn’t bring the car back. I remember going out to pick up two missing cars, and there was nothing left of them – no wheels, no motor, no seats.”

Herb went on to join John Sedgwick at Pioneer Industries, a joint venture company created to manufacture and install Pioneer car-wash systems where he was troubleshooting car washes across the network.

In 1985, Herb says Murray Hogarth made him an offer he couldn’t refuse – an offer to take over a site on Guelph Line as an ‘independent operator’, a first in the Pioneer network.

Herb also took over the Fairview and Guelph Line site where he remained until his retirement at the end of 2014. Car washes remained his main focus, where he offered interior and exterior washes for many years.

In 1988, the site became home to Pioneer’s largest coin-op car wash, as well as the city’s only coin-op pet-washing station. “I’m one of the only guys who will still get his hands dirty, it’s just something I love to do. I’ve been staying on long enough to make sure everyone knows how to keep things running after I leave.”

If you’re looking for him, Herb is now spending his days at his cottage in northern Ontario.

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with prior to taking over. “I’m running this location because of Boris. I’m thankful for what he invested in me. Boris made this happen as quickly as it did.” He adds he has been able to put all of his experience into practice, and the results have been positive. Karim credits this to Bruce’s business philosophy, which is simple, yet often overlooked: hire the right people. “I look for an unflappable individual. This can be a stressful business and I need employees who are grounded and focused,” says Bruce. “My staff keep their perspective and interact with customers without an emotional response. And I remind them that the most important thing is the interaction with the customer at the counter. Yes we need to be clean and safe – but if the customer has a good experience at the counter then they will return.”Bruce says it’s important to remember that a good customer experience can vary, depending on their age.“A good experience for a 90-year-old customer is different than that of a 25-year-old on the way to work. People will go out of their way to do business with people they like - and go out of their way to avoid businesses they don’t like. I look for employees who will ensure that all our customers have an excellent experience. And I must be on the right track because I’ve received a lot of good feedback about the location and my staff.”

Karim agrees. “Bruce pays attention to everything. He ensures his pumps are clean and that his store looks inviting from through the glass. He knows food services, so his Country Style location always delivers on customers’ expectations of fresh. And his location is pristine – especially his bathrooms.”Bruce says the investment in recruiting and training are paying off. “I hear from my customers how friendly my staff are. To know my staff is delivering at that level even when I’m not there is satisfying.”Bruce is excited at the prospects for the future. “We’ve already increased sales in under a year, and Peterborough is a tough market. Despite this sales are up,” Bruce reflects. He pauses before continuing. “More importantly I’m having a good time.”And he already has his sights on the next thing. “I would like a busier location in the future. This location is above average but I want a busier location.” He’s also excited about Parkland’s acquisition of Pioneer Energy. “When we combine with Parkland, we’ll have even more opportunities. Parkland is nationwide, so maybe new opportunities for development and relocation will result. I think this is a good thing for all of us at Pioneer, including our customers.”When heading out on your summer trip, swing by Bruce’s Springville location. From what we hear, you’ll love the experience.

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“The Pioneer funding… helps keep our grassroots soccer programs sustainable,” Norm adds. “In order to help develop young soccer players, we need to be able to hire qualified coaches who can teach the players the proper way to play the game. And in the fall and winter our programs need to rent indoor facilities. The funding from Pioneer is invested directly into helping develop the skills of the young boys and girls who play in our club.”One program in particular that received a much-needed boost is MHYSC’s TFC affiliated academy program. This program provides elite level players and coaches with access to advanced programming that prepares them for higher levels of soccer, including TFC.Thanks to Pioneer’s support, advancing in the professional soccer world—and perhaps even playing for the TFC—is a possibility for these young players.

A video about Pioneer’s Driven to Play program was aired on the scoreboard at halftime during the Toronto FC May 23rd game.