Why Your Fuel Brand Matters & How Dash In Fuel is Leading the Charge

When fueling up, many drivers choose gas stations based on price or convenience. But does the name on the pump really matter? For some, branded gasoline feels synonymous with quality and trust, while others are open to private-label options.

The truth is—not all gasoline is created equal. Research shows that the quality of your fuel directly impacts your engine’s performance and longevity. For example, the detergents in high-quality fuels help prevent harmful deposits that can build up in your engine, ensuring it runs more efficiently. But how can you tell which fuels meet these higher standards?

To explore this question, we sat down with Blackie Wills, President and CEO of Wills Group, parent company to Dash In, to discuss how Dash In Fuels is challenging misconceptions about private-label gas and delivering quality that customers can trust.

Why Fuel Brand Matters

While convenience and price are important to many drivers, the brand and quality of fuel are equally critical—especially when it comes to protecting your vehicle’s engine. According to a study by AAA, TOP TIER? Approved gasoline contains enhanced detergent additives that result in up to 19 times fewer engine deposits compared to non-TOP TIER? fuels.?

If left unchecked, these deposits can decrease fuel efficiency, increase emissions, and damage your engine long-term. This is why TOP TIER? fuels, which exceed the Environmental Protection Agency’s minimum requirements, have become the industry benchmark for quality.

But what exactly makes TOP TIER? fuel so important? Leading automobile manufacturers recognize TOP TIER? gasoline for its superior engine care. Research from Consumer Reports indicates that using TOP TIER? gas can reduce engine deposits by 45 to 72 percent over a 5,000-mile interval. This improves fuel economy and enhances vehicle longevity, making it an essential choice for drivers who care about their cars’ performance.

With this in mind, Dash In announced a transition from major oil-branded fuels to private-label, TOP TIER? Approved Dash In Fuels. This change represents an exciting evolution for Dash In, bringing fuel branding in-house while continuing to uphold the rigorous standards of TOP TIER? certification.

“Customers want fuel they can trust, and Dash In is delivering exactly that—high-quality fuels at competitive prices without compromising on performance,” says Blackie Wills. “Dash In Fuels delivers this trusted performance while offering guests added perks, like loyalty rewards and competitive pricing.”?

How Dash In Makes the Fill-Up Fulfilling

At Dash In, fueling up is about more than convenience—it’s about providing a reliable, high-quality experience that offers value at every step. By integrating innovative technology and customer-focused programs, Dash In is reshaping how people view private-label fuels.

A key part of this effort is the Dash In Rewards app, designed to simplify the fueling process and reward customers for their loyalty. “Our mobile app allows customers to activate the pump, store payment information, and earn rewards—all while saving time and money,” says Blackie. “It’s about creating a seamless and fulfilling guest experience.”

New Dash In Rewards members enjoy an introductory discount of 25 cents per gallon for the first 60 days, followed by an everyday discount of 5 cents per gallon. Beyond discounts, every purchase earns points that can be redeemed for additional fuel discounts, Dash Cash, or freebies like a car wash or something delicious from the Dash In menu.?

In addition to the Rewards app, Dash In’s shift to private-label Dash In Fuels demonstrates the company’s dedication to quality and trust. “This transition allows us to reward our customers’ loyalty in new ways while continuing to deliver the same trusted fuel quality they’ve come to expect,” says Blackie. “By pairing high-performance fuels with innovative technology like the Rewards app, Dash In ensures that every visit offers value and convenience, helping customers feel confident about choosing Dash In Fuels.”

Building Trust in Private-Label Fuels

As Dash In transitions to private-label fuels, educating customers and building trust have been top priorities. “Customers have come to realize that private label brands are just as high quality as longstanding brands, but typically at better prices,” says Blackie. Still, drivers may wonder how Dash In Fuels compares to major oil brands, so we’ve taken proactive steps to inform our guests.

“We understand that some customers may have questions about this change. That’s why we’ve focused on communicating the benefits of our TOP TIER? certification through brochures, updated signage, and direct conversations with our guests. Transparency is key in helping customers feel secure in their choice.”

TOP TIER? certification provides significant reassurance for customers during this transition. With fuel that exceeds EPA requirements and delivers superior engine protection, Dash In Fuels offers the same high performance that customers associate with major brands—but at a competitive price. The MPulse premium fuel option, featuring 93-octane rated gasoline, further underscores Dash In’s commitment to meeting the highest standards in fuel quality.

The emphasis on transparency doesn’t stop at the pump. Dash In’s award-winning mobile app also helps strengthen customer trust. With features like digital receipts, seamless payment options, and loyalty rewards, the app provides a user-friendly way for customers to engage with the brand and maximize their benefits. Blackie notes, “We look forward to gaining greater awareness for our app as we continue our Dash In Fuels conversions and build out our network.”

Leading the Charge with Dash In Fuel

Dash In’s transition to private-label fuels is just the beginning of a broader strategy to redefine the guest experience. By combining high-quality products, innovative technology, and a customer-first mindset, Dash In is positioned as a leader in convenience retail.

As Blackie puts it, “We’re not just growing for the sake of it. We’re focused on a thoughtful expansion that allows us to continue delivering exceptional value and a consistent, reliable experience.” This vision includes increasing access to Dash In Fuels and growing the Dash In Rewards program to offer even more perks and personalized benefits.?

High-quality fuel is more than just a product—it’s a commitment Dash In makes to your engine’s performance, efficiency, and longevity. The transition to Dash In Fuels reflects this promise, delivering the trusted quality you deserve while enhancing your overall experience. The future of fueling is here, and Dash In is leading the charge.