I speak to Slaton Whatley from Whatley Oil in Georgia, USA. Slaton is the third generation in a 70 year old business and runs 12 retail stores, which he owns and operates under their own brand Zelmo's.

Slaton’s operates in a competitive part of the US where margins can get razor thin, meaning doing things a little differently is a basic requirement.

Slaton talks about being thrown in at the deep end, the importance of promoting from within, and the unbranded craze that is taking over American forecourts. And of course, I end up mentioning Buc-cee's.