Viva is a proudly South African fuel retail brand who is 100% owned by Royale Energy Limited, the largest privately owned oil company in South Africa boasting a 100% BBBEE Level 5 status.
The Viva brand has been purpose-designed to release the essence of the true meaning of the word “Viva” which is perpetuity, success and elation. The Viva brand has been carefully crafted to ensure an attractive eye-catching design with mass appeal that is easy yet cost effective to implement.
The ever expanding Viva network comprises 40 operational filling stations with further filling stations presently under construction.
The vision of Viva is to proudly change the nature of the South African fuel industry, one service station at a time and the mission is to be driven by excellence.
Viva is committed to deliver a service station concept that is based on true partnership principles that revolutionizes the industry in a personal, yet meaningful way and ultimately adds real business value to its customer and stakeholders.
As a wholly owned subsidiary of Royale Energy (pty) Ltd, Viva embodies the same core values of the group which are integrity, innovation, agility, diversity and embracing the spirit of ubuntu.
Equipped with the latest technology for optimum service delivery, resource manageability and profitability, the fleet allows Royale to purchase fuel products direct from the supplier and distribute to the commercial as well as retail sectors at competitive prices and as demand requires.
Already well-established in the commercial arena, distributing to all end-user markets, from storekeepers, farming communities, transporters and the mining industry, Royale Energy’s resourceful management also has its sights set on making an impact in the retail market. Royale’s fleet of trucks currently uplifts about 32 million litres of fuel from Natref, Secunda, Alrode and Watloo and distributes it through well-planned routes.
In accordance with the company’s managed growth policy, arrangements are being finalised to uplift petroleum product nationally with further storage depots in the pipeline, to ensure constant supply and to further streamline operations.
Royale currently operates a depot infrastructure strategically located and supplies the bulk of Viva’s fuel requirement.
Service Station Model
New Site Developments
Suitable sites that have been earmarked for flagship filling stations are carefully selected following an extensive feasibility study and market research process.
New site developments that are compliant with the necessary criteria will be built according to Viva’s flagship blueprint. The development costs associated with a Viva flagship filling station is approximately 30% less than that of any major brand development.
Rebranding Existing Sites
Viva has had great success with re-branding existing filling stations to Viva. This process is applicable to branded sites that are no longer contractually bound by major oil companies as well as to non-branded or “white” sites in urban and rural areas.
The minimum requirement for re-branding a filling station is an average pump volume in excess of 150 000 litres per month.
The Viva rebate structure is designed to significantly enhance the profit margin of a filling station. This coupled with full owner-control of the filling station makes Viva an attractive company to partner with. Viva’s agreement gives the filling station owner the freedom to operate their filling station businesses according to their unique business plans.
The owner operates with the autonomy of a “white site” while enjoying the benefits of being a part of a national brand. The Viva model encourages full owner control and favours equipment and asset ownership, with the exception of all Viva signage.
Frequently Asked Questions
If you are thinking of joining the Viva network, here are some of the more pertinent questions and answers that get asked by interested parties. Should you need more information please don’t hesitate to contact the Viva team.
Does Viva have any Franchise filling stations available?
No, to date all Viva filling stations are dealer owned.
What is the average volume pumped through Viva sites?
The top 5 Viva filling stations pump 650,000 liters a month on average. The average volume over the entire network is 300,000 liters,
Did rebranding to Viva affect volume throughput?
All Viva branded sites within the network, to date, have seen a marked increase in volume throughput following the branding to Viva. Viva Kroondal, under it’s previous brand, pumped an average of 300,000 liters a month. Following its rebranding to Viva the sites’ volumes increased to an average of 410,000 liters a month peaking at 505,000 liters at best.
What kind of deals are on offer?
Viva Develops: This is subject to cases where very specific criteria has been met and deals are custom defined per site according to the requirements.
Property Owner Develops: This is the ideal deal structure as it places the landlord/owner in the best possible financial position and ensures complete control of the asset. Viva partners with the owner and deals are structured based on a supply and rebate basis.
Who pays for branding?
Site branding and branding maintenance costs are entirely for Viva’s account and comprises: Branded pylon, entrance and exit signage, pump spreaders, shop / convenience store sign, painting of canopy facias, illuminated key lines and all stickers and identification decals for pump equipment.
What is the Viva contract duration?
This is subject to the size of the investment made by Viva, but normally it is a standard 10 year contract with the option to renew for 5 + 5 years which is negotiable.