PETRONAS Dagangan Bhd (PetDag) has raked in more than RM1 billion in chargeable sales from its Mesra convenience business for four straight years.
The results underscore robust growth in non‑fuel revenue as the company accelerates the transformation of its service stations into integrated customer hubs, according to the group’s 2025 annual report.
In reporting the milestone performance, Petronas Dagangan Berhad (PetDag) said the strong outcome was driven by sustained expansion of the Kedai Mesra network alongside diversification of its retail offerings, even as the business contended with a tougher operating environment marked by heightened regulation and intensifying competition.
“In 2025, Mesra operated in a demanding environment shaped by tighter regulation and intensifying competition,” said Norazlan Subaha, Chief Executive Officer of Mesra Retail & Cafe Sdn Bhd.
“Against this backdrop, we focused on strengthening the foundations of our non‑fuel retail business while adapting our portfolio to remain relevant and resilient.”
PetDag highlighted the role of network growth, targeted merchandising strategies and continued engagement with small and medium‑sized enterprises in offsetting the impact of new tobacco‑related rules.
Under the Control of Smoking Products for Public Health Act 2024, convenience stores have been barred from openly displaying tobacco and vaping products since 1 April 2025.
The company also attributed part of the uplift in Kedai Mesra sales to broader economic improvements, including greater mobility and heightened consumer activity.
Strategic initiatives designed to elevate the customer experience, such as refreshing selected outlets and broadening food and beverage partnerships, have contributed to stronger engagement and increased spending at Mesra stores.
New Straits Times reported today that PetDag stressed that Mesra’s sustained growth aligns with the evolving role of Petronas stations, which are increasingly positioned beyond traditional fuelling stops to offer a suite of retail, food and beverage and complementary services.
This evolution is bolstered by digital platforms such as Setel and the Mesra Rewards loyalty programme, which have deepened customer interaction and encouraged repeat visits.
Norazlan also pointed to national policy shifts that are reshaping mobility patterns and consumer behaviour.
“Electric two‑wheeler adoption, supported by national policy, aligns with PetDag’s role in enabling charging and battery‑swapping infrastructure, driving non‑fuel service‑based revenue and increasing station footfall,” he said.
The company added that policies promoting electric four‑wheelers and alternative fuels are further influencing the relevance and future orientation of Petronas stations. - April 6, 2026
