Silicon Valley Born "Fuel-On-Demand" Contagious

Shell Pilots On-demand Fueling in Houston

Shell TapUp is the latest app-based, fuel-on-demand program in the United States.

HOUSTON October 19, 2018; Royal Dutch Shell is tapping into the growing fuel-on-demand category with a test of its Shell TapUp program in Houston, the Houston Chronicle reports. The company first launched the app-based initiative in the Netherlands.

The U.S. pilot program will offer the service first to Shell workers before expanding to other companies for fill-ups in company parking lots. Eventually, Shell TapUp will allow any consumer access to the program for fill-ups while shopping or dining out. Shell says the service won’t make house calls, but will focus on servicing larger volumes in parking garages or lots.

“We are here to offer choices to our customers,” said Istvan Kapitany, executive vice president of global retail for Shell, which has more than 14,000 U.S. gas stations.

Shell also has its eye on expanding its alternative fueling options, starting in California, where electric and hydrogen-powered fuel cell vehicles are the most popular. Shell currently has two hydrogen fueling stations in the state, with plans to build an additional seven.

Shell soon will debut a new electric charging pilot initiative in California with superfast chargers that can recharge an electric vehicle in about five minutes. “You just don't know what will happen, so we take small steps to learn,” Kapitany said.

For more about the Shell program and an in-depth look at the impact of on-demand fueling to the convenience industry read “Changing How Consumers Buy Gas” from the October issue of NACS Magazine.