Where to find cheaper fuel this weekend?

Good news for motorists returning from vacation: E.Leclerc is restarting its fuel operation at cost price.

On Friday, August 29 and Saturday, August 30, 711 service stations of the brand, outside highways, will offer fuel with no profit margin. This initiative comes at a crucial time, just before the start of the school year and in a context where household expenses remain strained.

This is already the third operation of its kind organized by E.Leclerc this summer. The first took place in early July, the second during the peak holiday period, and this new wave targets the return of vacationers. Specifically, fuel will be sold at the purchase price, with only taxes and transportation fees added, which means the brand will make no profit from it.

For Michel-Édouard Leclerc, this initiative is part of a long-term commitment: “Vacations have caused expenses, and the return to school comes with its own set of demands: we want to act for the French budget, and lowering transportation costs is part of that.” Moreover, this operation also strengthens the brand’s image as a defender of purchasing power, a central theme for retailers.

Fuel to Hit the Road for the Return to School

Historically, Leclerc has often used fuel as a commercial and political lever. Since the 1970s, the brand has challenged the monopoly of oil companies and eventually succeeded in 1985 before the European Court of Justice. Since then, offering accessible mobility has remained a hallmark.

For consumers, the interest is clear: reducing the cost of a full tank at a strategic time of the year. However, this initiative is not without commercial ulterior motives: by attracting motorists to its stations, Leclerc also hopes to capture additional purchases in its supermarkets. This is a well-known “loss leader” strategy in the retail industry.

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While for now only E.Leclerc has officially announced its operation for this weekend, the experience of past years shows that other retailers are not hesitant to follow suit. Intermarché, Système U, and Casino have already offered fuel sales at cost price during strategic weekends, particularly during vacation return periods. It would not be surprising if some competitors joined this initiative in the coming hours.

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