Shell grows Select convenience offer in Argentina
Collaboration with pastry chef Damián Betular will include an exclusive bakery range for Select stores across the country.
Shell Argentina has announced a new partnership aimed at strengthening its foodservice and convenience offering as it continues to evolve beyond traditional forecourt retail.
As part of the agreement, the company is launching the “Hacelo Select” (“Make it Select”) campaign, encouraging customers to enhance everyday moments through higher-quality convenience experiences. The initiative will be supported by a collaboration with Argentine pastry chef Damián Betular, who will serve as the brand’s ambassador.
A key element of the partnership will be the development of an exclusive pastry range under the “Shell Select by Damián Betular” label, which is expected to be introduced in the coming months across the network.
According to the company, the collaboration reflects its strategy of expanding the role of convenience stores within service stations by introducing differentiated products and food offerings designed to enhance the customer experience.
This initiative underscores Shell Select's focus on strengthening its position in Argentina’s convenience retail market through new retail concepts, foodservice innovation and premium product offerings tailored to changing consumer expectations.
The announcement also comes as Shell’s downstream business in Argentina transitions from Raízen Argentina, the joint venture between Shell and Brazilian conglomerate Cosan, to Switzerland-based Mercuria Energy Group. As the ownership change progresses, the new owner has emphasized maintaining operational continuity across the service station network, including the ongoing development of its convenience retail offer.
