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Shell restyles its Ultra City

On Friday 29 November, Shell launches its upgraded Shell Ultra City in Middleburg, Mpumalanga. The upgrade will see the first location in the Shell Ultra City network achieving new heights of success in the motorway market segment, introducing European and American style multi-branded food-courts such as Fego Caffe, Giramundo’s, Steers, Ocean Basket. Furthermore, a coffee offer in partnership with vida e caffe has been added to the Shell Select Store. Other features include state of the art stylish ablution facilities.

As pioneering experts, Shell was at the forefront of the motorway site concept and was the first oil company to introduce a motorway site to the South African public back in the 1980s.

The motivation for the motorway site concept was to provide customers with a convenient quality refuelling experience, and services whilst they travelled along major national routes.

Fundamental to the upgrade is the provision of a safe and comfortable environment for travellers whether on a business or personal journey.

“Shell carried out significant research to understand customer needs, studying global and local trends and investing in innovative design standards. As a result the outcome was that customer needs are evolving, Shell’s heritage in South Africa is to innovate and provide customers with the highest quality fuels and the best experience when visiting Shell service stations. To ensure we are continuing to meet the high expectations of our customers and their future demands we have embarked on an exciting programme to upgrade our Shell Ultra City service stations. These will include state-of-the-art ablution designs, multi-branded sit-down food courts, upgraded Shell Select Stores, branded coffee and food to go offer, children’s play facilities, business facilities, increased parking, as well as our high quality fuels portfolio including Shell V-Power Nitro+, our new and latest premium fuels formulation developed in technical partnership with Scuderia Ferrari” said Farouk Farista, General Manager for Shell South Africa Retail Marketing Pty Ltd. 

Farista further emphasized that Ultra Cities are  Shell’s flagship service stations with 30 official motorway locations situated across all major national routes in South Africa, positioned along destination and commuter -transient routes.

Ultra Cities were originally designed to service families during their holiday travel, professional drivers, customers along their business trips and to provide an offer to commercial road transport customers.

The strategic upgrade of the Ultra City Network will be implemented in a phased approach which is anticipated to take place over a period of approximately 5 years.


For more information and/or questions, please contact:

Dineo Pooee – Media Relations Manager 


+2783 629 0447


Debbie Foley – Shell Retail Marketing Manager


+27 72 644 4455