Spanish supermarket chain DIA and energy giant BP are joining forces in a new strategic alliance that blends food retail and fuel convenience. Starting September 2025, the two companies will pilot ten co-branded stores within BP petrol stations in Madrid and Andalusia, marking a significant milestone in DIA’s ongoing expansion and repositioning strategy.
This bold move allows DIA to extend its point-of-sale footprint without the high cost of building new stores. Instead, it leverages BP’s established infrastructure—locations that already enjoy high consumer traffic—giving DIA a fast track into the growing convenience retail segment.
At the heart of the collaboration is a clever cross-loyalty programme aimed at driving customer traffic and increasing brand stickiness for both companies. Under the initiative, drivers who refuel 30 litres at BP will earn €1 to spend at DIA, while DIA shoppers spending €30 or more will receive €1 off their next BP refuel. It’s a simple but effective strategy designed to build reciprocal loyalty and reinforce frequent shopping behaviour.
This partnership is also a timely response to shifting consumer habits. Modern shoppers increasingly favour quick, localised purchases, often linked to their mobility. By entering petrol station retail, DIA is aligning with convenience and immediacy—key drivers of today’s grocery decisions.
The pilot launch is part of a larger ambition: DIA aims to open 300 new stores by 2029, having already added 45 new locations in the first half of 2025. This alliance adds fuel to that ambition—literally and figuratively—by tapping into new distribution models and consumer touchpoints.
It’s worth noting that DIA is not alone in exploring this hybrid model. Carrefour has partnered with Cepsa, and El Corte Inglés operates convenience formats at Repsol stations. The entry of DIA into this space intensifies competition but also signals that food and fuel partnerships are becoming a standard strategic move in modern retail.
From a business perspective, this initiative offers several strategic advantages:
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Diversification of sales channels
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Broader brand exposure in key urban and suburban corridors
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Opportunity to test and refine convenience formats before scaling nationally
Ultimately, the DIA-BP alliance reinforces DIA’s “proximity model”, enabling the chain to stay close to the consumer both physically and emotionally. In an era where location and speed are paramount, this partnership gives DIA a competitive edge—one that could reshape how Spanish consumers shop on the go.