BP and Dia to bring new c-store concept to Spain

The initiative will begin with ten locations across the Community of Madrid and Andalusia.

BP and Dia have announced a new partnership to launch Dia-branded convenience stores at BP service stations, starting with a pilot program in September 2025. The initiative will begin with ten locations across the Community of Madrid and Andalusia, aiming to offer customers quality groceries at affordable prices in highly convenient settings.

"Agreements that allow us to join forces with renowned supermarket brands such as Dia help us to complement our broad offering from the hand of a top-tier partner," explained Olvido Moraleda, president of bp Energía España.

The stores will follow Dia’s established retail format, providing a wide selection of branded products in a compact, accessible layout. This collaboration also includes a joint loyalty program that rewards both fuel and grocery purchases. Customers who refuel with 30 liters at BP will earn one euro to use at Dia, while spending 30 euros at Dia will unlock a one-euro fuel discount at BP. In its first phase, the program will be available at 285 BP stations and 950 Dia stores in the two regions.

"This agreement with bp is another step towards strengthening our growth, making it easier to shop while stopping to refuel and benefiting from a loyalty program that will allow us to save both on Dia purchases and on fuel," said Ricardo Álvarez, CEO of Dia Spain.

Depending on the success of the pilot, the initiative may expand to other parts of Spain. The partnership aligns with BP’s broader strategy to strengthen its retail network.