Rompetrol’s ‘hei’ concept turns 20 with expansion plans
Published on: May 14, 2025
Convenience store brand has grown to around 230 locations across Romania and neighboring countries.
Rompetrol’s in-store concept “hei” is celebrating 20 years in the Romanian market with ambitious plans for regional growth and a redefined service model. First launched in 2005 as the country’s first brand dedicated to gas station retail, “hei” has grown to around 230 locations across Romania and neighboring countries, offering fresh food, specialty coffee, and convenience products in dedicated spaces.
In 2023, the concept reached a new milestone with the opening of 12 full-service highway centers. These hubs combine fueling, AdBlue, fast EV charging, rest areas, and spacious interiors (triple the size of standard Rompetrol stations) with integrated “hei” zones for dine-in meals, snacks, and coffee. This move marked the debut of “hei” as an umbrella brand covering three formats: hei&gourmet (restaurant-style service), hei&go (convenience), and hei&coffee (hot beverages and light food).
A major shift in Rompetrol’s franchise model also took place last year, allowing partners to adopt both the fuel and “hei” brand identities, a step that paves the way for wider brand presence nationally and internationally. Following recent openings in Moldova and Georgia, Rompetrol now targets the rollout of 30 “hei” stores in Georgia by the end of 2029.
“On our 20th anniversary, we promise to continue to develop the ‘hei’ brand and to surprise our customers with innovations, both by expanding our presence at national and regional level and by diversifying the range of products and services offered,” said Vlad Rusnac, Chief Marketing & Retail Officer of KMG International.
Originally designed in Romania, “hei” is now positioned as a flagship example of how fuel retailers can elevate customer experience and evolve service station formats in response to modern mobility needs.
