TOP VOICES INTERVIEW | Rafael Blanco, Head of Operations and Expansion at Hafesa

The petrol station sector in Spain is undergoing a period of rapid transformation, driven by the arrival of new business models, the diversification of services, and the push towards the energy transition. In this context, at Hafesa we are committed to combining competitive pricing with personalised customer service and an ever-expanding range of solutions and facilities for our clients.

To gain first-hand insight into how the operation and management of service stations is evolving, we spoke with Rafael Blanco, our Head of Operations and Expansion, who shares his views on the most significant market trends, the challenges shaping the future, and the role the company aims to play in the coming years.

1. What would you say are the main trends transforming the way service stations operate and are managed in Spain?

On one hand, we are seeing low-cost petrol stations gaining ground in the fuel market. They offer a good-quality product at a significantly lower price, although they often sacrifice forecourt customer service.

At Hafesa, however, we strive to maintain competitive pricing without ever compromising on personalised service at the pump. We favour a hybrid model: fair prices plus attentive staff.

Another important trend is the transformation of service stations into spaces offering an increasing range of facilities. While low-cost stations tend to forgo these added services, we are moving in the opposite direction, signing agreements to expand our offering: laundrettes, pet washes, premium car washes, pumps with shops, among others.

2. In such a competitive sector, what elements make the biggest difference to the customer experience at a modern service station?

Above all, it comes down to personalised attention, the variety and quality of services, and the quality of products on offer. It’s also important to provide alternatives to traditional fuels, such as LPG, electric vehicle chargers or AdBlue.

For Spanish consumers, refuelling is not usually considered an enjoyable experience, which is why service and personal treatment are key to standing out.

3. With the energy transition, the role of service stations is changing. How is Hafesa adapting to integrate alternative fuels and new solutions?

We are introducing these alternatives gradually. At present, we already offer LPG at our La Zubia station and electric chargers in Serón.

Our next opening, the Motril station, will incorporate all of these options, including rapid-charge electric points. We will even be among the few in Spain to provide fast chargers for lorries, located in the fuel loading area so that charging time is the same as, or even shorter than, traditional refuelling.

In short, we are investing in facilities that can meet the sector’s evolving needs.

4. Looking ahead five years, how do you imagine the service station of the future, and what role would you like Hafesa to play in that scenario?

I believe traditional fuels still have a long future ahead. The service station of tomorrow will adapt to renewable energies, which are already a reality, but the core business will remain fuel.

At Hafesa we are adapting, although we do not yet see this as an absolute priority. In five years’ time, we will continue to add renewable solutions, but without losing sight of the fact that fuel will remain at the heart of our operations.

5. We are currently in the middle of building our new station in Motril. Why Motril, and why now? What gap does it fill in the Hafesa network, and what synergies do you expect with the Port of Motril and the A-7 corridor — in terms of logistics and fleet services?

We saw it as essential to seize this opportunity due to its proximity to our plant and our direct connection with the Port of Motril, where we are already a key player.

It was a strategic project, so we fought to make it happen, putting in a great deal of administrative effort.

With this new station, we will be able to offer services we could not previously provide from the plant: serving hauliers, travellers using the port to reach Africa, local customers, and so on.

What’s more, the station’s proximity to our plant will allow us to translate that advantage into commercial terms, optimising costs and enhancing our value proposition for customers.