YPF launches premium ‘Black’ service station concept
The new Nordelta site introduces an upgraded retail, food, and customer experience model.
YPF has opened its first ‘Black’ service station in Nordelta, Argentina, marking a new premium format in its retail network focused on enhanced customer experience, design, and services. The launch represents a key step in the company’s broader strategy to transform its nationwide network with differentiated station formats.
The Nordelta location introduces a concept that goes beyond traditional fuel retail, combining personalized service, modern infrastructure, and an expanded food and beverage offering. The site includes dedicated staff at each pump, supported by a “YPF Pit Stop” area for quick vehicle checks, aiming to streamline operations while improving customer interaction.
“YPF Black is a new way of understanding gas stations, it’s not just about filling up: it combines technology, design, personalized service, premium dining, and new services designed to enhance every interaction,” said YPF CEO Horacio Marín.
A key component of the concept is its premium food offering, which features the “Carne” burger brand linked to famous local chef Mauro Colagreco, alongside specialty coffee and a curated menu designed for both short visits and longer stays. The station layout incorporates large windows, dedicated seating areas, and work-friendly spaces, reflecting a shift toward convenience and comfort-driven retail environments.
The Black format is part of a broader segmentation strategy that will structure YPF’s network into three models: Black, Núcleo, and Refiplus, each tailored to different customer profiles and locations. While Black targets high-end urban demand, other formats will focus on daily urban traffic and long-distance travel corridors.
