The global fuel retail market is undergoing its most fundamental transformation in decades. The transition from traditional gas stations to multimodal energy hubs, where the focus shifts from fuel to customer service and food retail, presents operators with new challenges.
We spoke with Ben Boroewitsch, CEO of com-a-tec GmbH and co-organizer of UNITI expo 2026, about how to maintain profitability in 2026-2027, which technological solutions will be decisive, and why UNITI expo 2026 in Stuttgart remains a premier platform for finding these answers.
NaftoRynok: We see gas stations rapidly transforming into multimodal energy hubs. In your opinion, what is the critical threshold for the share of non-fuel revenues that a modern operator should have in 2026-27 in order not to go bankrupt when gasoline car sales decline? Is it still a gas station or a supermarket with outlets?
The sector is undergoing a transformation driven by changing consumer behavior and a focus on non-fuel profit centers. As foodservice, retail, and daily conveniences become integral aspects of the business, retailers are shifting from a fuel-centric to a customer-centric model. Every market is evolving at a different pace, making it difficult to pinpoint an exact percentage. However, we clearly see that the market is moving in a single direction: forecourts are being transformed into multifunctional service stations with sophisticated foodservice offerings. Countries like Ireland and Denmark have become leaders, but this trend is clearly evident across all of Europe. Operators are seeking ways to maximize in-store revenue through high-quality products, innovative technologies, and robust loyalty programs.
This evolution will be vividly showcased at UNITI expo 2026 through the expanded Shop & Convenience themed area, spanning 13,000 m², the largest in our history, with around 150 exhibitors expected in this segment alone. Such a high level of interest serves as a powerful signal that convenience and service offerings are no longer secondary add-ons, but are rapidly becoming the key pillars of the modern filling station.
09:00 / 16 квітня, 2026UNITI expo showcases everything from EVs and hydrogen to HVO and synthetic fuels. Don’t you think we’re driving retailers into a trap by forcing them to invest in all technologies at once? What advice would you give to a small business that doesn’t have a big budget to avoid investing millions in a technology that will be dead in five years?
The energy landscape is expanding rapidly, with gasoline, diesel, EV charging, biofuels, hydrogen, and other alternatives now coexisting at modern service stations. While each market is evolving in its own way, the direction is clear: the future is multi-technological. UNITI expo 2026 will reflect this shift by providing operators with a comprehensive overview of available options and strategies from leading players, helping them determine the mix that best suits their specific business model.
09:00 / 23 вересня, 2026The role of UNITI expo is not to push operators toward every single option, but to present a clear and comprehensive picture of the evolution of mobility. Our 2,000 m² Future Mobility Lounge will offer an open perspective on how alternative fuels and new mobility solutions can be effectively integrated into station operations. With the participation of leaders like Shell and Tesla (joining this area for the first time), along with analytical presentations at the Future Mobility Forum, visitors will see which technologies are truly gaining momentum. The best way for smaller operators to make investment decisions is through information. At trade fairs like UNITI expo, they can explore all available solutions. My other recommendation is to utilize market research tools to identify the actual demand within their specific region.
The time spent by customers at gas stations is increasing due to car charging, but the area of stations in cities is limited. What do you see as the ideal layout of the gas station of the future? Will relaxation areas and coworking spaces replace the usual retail shelves, and how will this change the architecture of the UNITI expo trade fair in the next 10 years?
As charging, new mobility services, and expanding customer expectations reshape the role of the filling station, station design is naturally evolving alongside them. This will undoubtedly influence the development of UNITI expo in the coming years. Our task is not to define a single ideal layout, but to reflect the diversity of emerging concepts.
15:04 / 24 червня, 2025The planning for urban stations and highway complexes will differ significantly. We are already seeing fantastic examples around the world of hubs offering customers coworking spaces, barista-made coffee, and premium food courts... Such facilities are becoming genuine centers of attraction. Our exhibitors are already presenting innovative concepts: modular retail units, coworking solutions, and optimized layouts for charging stations. These are not one-size-fits-all solutions, but rather additional options that complement traditional retail. Over the next decade, the exhibition will be the sector's transformation sector.
Today, every brand has its own app and loyalty system. Are we approaching a point where customers will get tired of the digital noise and start choosing gas stations based on the fastest service? Where is the human face of a brand left in this technological race?
Digitalization is a key factor in today’s fuel retail. However, preferences are shifting; some consumers are already choosing stations based on speed, simplicity, or seamless payments rather than branded loyalty programs. Operators need to make their digital strategies intuitive, turning digital noise into something that genuinely enhances the customer experience. The human factor remains relevant. Some prefer a fully digital journey, others value personal interaction, and many find themselves somewhere in between. Technology does not replace the human face of a brand; instead, it offers new ways to express it.
The 2026 show is significantly different from what we saw 10 years ago. Marketing aside, what is the main pain point for a European gas station operator today that everyone is silent about but you can clearly see through the exhibitors’ inquiries?
The biggest issues we hear from the industry are labor shortages, how to generate profit from charging, cybersecurity, and how to shift the profit center from the pump to the store. Leading technology providers are striving to address these matters. At UNITI expo, you will see automation solutions, comprehensive sales ecosystems, and technologies that eliminate any friction in the customer journey. Our business is becoming more complex, which is why platforms like UNITI expo are more important today than ever before. Participants can share their insights and needs with innovative solution providers who are working to overcome the greatest challenges we face today.
