Elton offers more than just a place to fill your tank; you can also eat, shop, and surf the Net

Is it still possible for travelers to come across an oasis in the modern surroundings of The Gambia? Edrissa Mass Jobe, managing director of the Elton Oil Company, an up-and-coming Gambian oil distribution firm, wants to believe so. He wants motorists to feel as if they are stepping into an oasis each time they stop at one of his company’s service stations. The petrol stations are equipped with restaurants, cybercafés and business centers, giving them more of a feel of a miniature town than a service station.

Elton inaugurated its first service station in 2002 and has since fought off fierce competition for control of The Gambia’s petrol market. In just six years of operation, the company has risen to second place in terms of retail. “We have the advantage of not seeing ourselves merely as an oil company,” Mr. Jobe stated. “We see ourselves as a retailer and fuel is just one of the products that we offer.”

Customers are treated to a range of services that redefine the phrase ‘full-service’, including cybercafés, car washes, service centers and restaurants. Perhaps the most noteworthy feature of the service stations is its advanced customer recognition technology. “We introduced E-ZEE, which uses smart card technology and allows you to buy fuel if you don’t have cash with a credit-based system. We even have an automated system that recognizes your car, your fueling requirements and even keeps a historical record for you.”

It is remarkable to think that in the heart of sub-Saharan Africa, drivers can get more advanced pump technology than what is available in greater Europe and the United States. Mr. Jobe claims the strategy is part of his long-term investment plan for the company. “Investment in infrastructure like what Elton is doing can only be done if you have a long-term view.”

Elton’s quick ascent and sustained profits parallel the rise of The Gambia as a whole. The country has worked hard to modernize its infrastructures and improve the business climate. “You have to give the President a lot of credit for his courage and ambition for this country.”

Solid leadership and economic reforms have given Gambian entrepreneurs the drive and framework not only to succeed in their own country but on the world market. “Our vision for the future is to make Elton a global brand. Our ambition is to one day go to London and have a petrol station in Leicester Square.”