On The Run
On The Run is an international convenience-store format associated with Esso and Mobil service stations.
Last updated August 25, 2026
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Overview
On The Run is a convenience-store brand and retail format developed by ExxonMobil for use at its Esso and Mobil service stations. It was designed as a larger, more contemporary alternative to older petrol-station convenience stores, combining fuel-station retail with packaged food, fresh snacks, fill-in groceries, health and beauty products, beverages, and quick meal options. The brand name is generally used in English rather than translated, although Quebec has used the related Marché Express identity for comparable locations. The format expanded through ExxonMobil's international network and became visible in the United States, Canada, the United Kingdom, Ireland, Egypt, and other markets connected with Esso or Mobil. Its business model has varied by country. In some territories, ExxonMobil or an operating subsidiary directly controlled the stores; in others, the brand was licensed or attached to independently operated fuel sites. This distinction became increasingly important as ExxonMobil and affiliated companies divested company-operated retail assets. The United States franchise network changed ownership in 2009, when Alimentation Couche-Tard acquired approximately 450 On The Run franchise locations together with 43 ExxonMobil-operated stores in the Phoenix area. Couche-Tard subsequently converted many sites to Circle K, leaving the On The Run name concentrated mainly in selected states, including Missouri, Louisiana, and Maine. In 2011, 7-Eleven acquired 51 ExxonMobil-operated locations in the Dallas–Fort Worth area and rebranded the stores while continuing to sell Exxon fuel. Houston-area locations were also transferred to other operators and adopted alternative convenience-store identities. Canada underwent a broader retail restructuring in the middle of the 2010s. Imperial Oil, ExxonMobil's Canadian affiliate, began divesting retail locations and related operations. Couche-Tard acquired a number of Ontario and Quebec sites, while Seven & i Holdings acquired 148 locations in Alberta and British Columbia for C$2.8 billion. Those locations were generally converted to 7-Eleven or, in some cases, operated under the smartstop 24/7 identity. Parkland Corporation acquired the remaining Canadian On The Run and Marché Express franchise network and associated trademarks in 2016. Parkland introduced updated On The Run branding in 2018 and used it with Esso franchises as well as selected sites carrying Parkland fuel brands such as Chevron, Pioneer, and Ultramar. The brand has also been affected by local language, market-format, and trademark issues. In Quebec, Imperial Oil's plan to use the On The Run name at locations that had used Marché Express prompted opposition from language advocates and regulatory pressure, leading the company to reverse the proposed change. In Australia, Peregrine Corporation separately developed the OTR convenience and service-station brand, producing a long-running trademark dispute with Mobil and later ExxonMobil. The Australian OTR business was not part of the ExxonMobil retail brand, despite a temporary commercial relationship involving Mobil fuel at some sites. On The Run has received recognition from the convenience-store trade press, including a 2003 Chain of the Year award and a 2007 Best in Class Foodservice Award for its proprietary gourmet breakfast sandwiches sold under the On The Run Cafe name. Today, the brand is best understood as a geographically fragmented convenience-store trademark: it remains associated with ExxonMobil internationally, is operated by Parkland in Canada, and has been substantially replaced by Circle K, 7-Eleven, or local operator brands in several former markets.
History
On The Run emerged as ExxonMobil's branded convenience-store format for Esso and Mobil service stations. Rather than functioning only as a small fuel forecourt shop, the concept emphasized a broader retail offer: fresh snacks, packaged groceries, health and beauty products, beverages, and ready-to-eat or quick meal options. The format was intended to make the convenience store a more substantial destination for food and everyday purchases while remaining integrated with fuel retail. The brand expanded across ExxonMobil's international network. In the United States, it operated through a combination of ExxonMobil-owned stores, franchisees, and other operators. In Canada, it was associated with Imperial Oil's Esso network, while Quebec locations commonly used the related Marché Express identity. The name also appeared at Esso and Mobil sites in markets including the United Kingdom, Ireland, and Egypt. The structure of the brand changed as ExxonMobil reduced or reorganized its direct retail operations. On April 29, 2009, Alimentation Couche-Tard acquired roughly 450 U.S. On The Run franchise locations and 43 ExxonMobil-operated stores in the Phoenix area. Couche-Tard converted many locations to Circle K, leaving the On The Run identity concentrated in a smaller number of American markets. In 2011, 7-Eleven acquired 51 ExxonMobil-operated locations in the Dallas–Fort Worth region and converted them to 7-Eleven stores while retaining Exxon fuel branding. Houston-area sites were transferred to other operators and adopted Timewise or Star Stop identities. The United Kingdom followed a different path. ExxonMobil's company-operated stores, initially known as Snack & Shop and later converted to the On The Run format after the Exxon–Mobil combination, were sold in regional transactions between 2011 and 2015. Euro Garages, MRH, and Rontec operated the acquired sites under their own formats or third-party food and convenience brands rather than continuing On The Run. Esso fuel supply continued at many locations, but the convenience-store brand largely disappeared from the transferred estate. In Ireland, former On The Run sites were rebranded after Exxon sold its petrol-station business; subsequent ownership changes ultimately brought many locations into the Circle K network. Canada experienced the most consequential later restructuring. Imperial Oil began divesting retail sites in 2016. Couche-Tard acquired a number of Ontario and Quebec locations, while Seven & i Holdings acquired 148 sites in Alberta and British Columbia for C$2.8 billion. These outlets were generally converted to 7-Eleven or operated under the smartstop 24/7 identity. Parkland Corporation acquired the remaining Canadian On The Run and Marché Express franchise network and associated trademarks. Parkland subsequently refreshed the Canadian identity in 2018 and used it at Esso franchises and at selected sites connected with Parkland's Chevron, Pioneer, and Ultramar operations. Local market conditions also shaped the brand. In 2007, Imperial Oil's proposal to use On The Run in Quebec instead of Marché Express triggered objections from the Saint-Jean-Baptiste Society and action by Quebec's French-language regulator. Imperial ultimately reversed the plan. The brand name also became involved in Australian trademark litigation. Peregrine Corporation had developed an unrelated South Australian convenience and service-station business using OTR, while Mobil sought registration of On the Run marks. A 2005 Federal Court ruling dismissed Peregrine's opposition on the basis that its common-law ownership had not been proven, although Peregrine later secured exclusive use of the OTR trademark in Australia. The Australian business was separate from ExxonMobil's On The Run network. The format received trade recognition in the United States, including Chain of the Year in 2003 and a 2007 foodservice award for its On The Run Cafe gourmet breakfast sandwiches. Its present structure is decentralized: Parkland controls the Canadian network and marks, Couche-Tard controls the principal U.S. franchise assets acquired in 2009, and ExxonMobil retains the brand in other international markets. In several former markets, individual stores have been rebranded as Circle K, 7-Eleven, or local operator formats.
- 2018
Parkland introduces updated Canadian branding
[1]Parkland rolled out an updated On The Run identity for use with Esso and selected other Canadian fuel-retail locations.
- 2016
Canadian network ownership changes
[1]Imperial Oil divested Canadian retail assets; Parkland acquired the remaining On The Run and Marché Express franchise network and trademarks.
- 2011
Dallas–Fort Worth locations transferred to 7-Eleven
[1]7-Eleven acquired 51 ExxonMobil-operated locations and converted them to its own convenience-store format.
- 2009
U.S. franchise network sold to Alimentation Couche-Tard
[1]Couche-Tard acquired approximately 450 On The Run franchise stores and 43 ExxonMobil-operated Phoenix-area stores.
- 2007
Quebec rebranding plan withdrawn
[1]Imperial Oil abandoned a proposed replacement of Marché Express with On The Run in Quebec following language-related opposition and regulatory pressure.
- 2005
Australian Federal Court trademark ruling
[1]The court dismissed Peregrine's opposition to ExxonMobil's trademark registration after finding that common-law ownership of the wording had not been demonstrated.
- 2003
Named Chain of the Year
[1]Convenience Store Decisions recognized On The Run as Chain of the Year.
- 1999
Mobil seeks On The Run trademark registrations in Australia
[1]Mobil applied to register Mobil on the Run and On the Run marks in Australia, prompting opposition from Peregrine Corporation, which operated an unrelated South Australian OTR business.
Products and positioning
A broad, food-led convenience-store format intended to offer more fresh food, everyday grocery items, and quick-service choices than a traditional petrol-station shop.
Convenience retail
On The Run convenience stores
The core offering is a service-station convenience-store format positioned as a larger and more varied alternative to older forecourt shops. Stores typically combine packaged groceries, snacks, drinks, health and beauty products, travel necessities, and quick meal choices. The exact assortment, store size, operator, and branding vary by country and franchise arrangement.
Foodservice
On The Run Cafe
On The Run Cafe was a branded foodservice component focused on prepared offerings within the convenience-store environment. Its best-known cited product line was a range of proprietary gourmet breakfast sandwiches, which received industry recognition in 2007.
Convenience retail
Marché Express
Marché Express is the related convenience-store identity used at comparable Esso locations in Quebec. It was retained in preference to On The Run in that market because of French-language expectations and regulatory considerations. Parkland later acquired the Canadian Marché Express network and associated trademarks alongside On The Run.
Brand decisions
2018
Refresh Canadian On The Run identityGeneration changeBackground
After acquiring the Canadian network, Parkland sought to establish an updated retail identity across its fuel-station portfolio.
Action taken
Parkland introduced updated On The Run branding for use with Esso franchises and selected Parkland-branded fuel locations.
Aftermath
The refreshed identity became part of Parkland's Canadian convenience-retail platform.
2016
Divest Canadian retail networkM&ABackground
Imperial Oil began divesting Canadian retail locations and reorganizing its relationship with convenience-store operators.
Action taken
Parkland acquired the remaining Canadian On The Run and Marché Express franchise network and associated trademarks; other locations went to Couche-Tard and Seven & i Holdings.
Aftermath
The Canadian brand became primarily a Parkland-operated and franchised format, while many other former sites adopted Circle K, 7-Eleven, or smartstop 24/7 branding.
Transaction value for Seven & i Holdings' 148 Canadian locations. C$2.8 billion (2016)
2011
Transfer Dallas–Fort Worth stores to 7-ElevenM&ABackground
ExxonMobil continued to restructure its company-operated convenience-store estate in the United States.
Action taken
7-Eleven acquired 51 On The Run locations in the Dallas–Fort Worth area and rebranded the stores.
Aftermath
The sites continued selling Exxon-branded gasoline, but the convenience retail identity changed to 7-Eleven.
2009
Sell U.S. franchise network to Alimentation Couche-TardM&ABackground
ExxonMobil transferred a substantial U.S. On The Run franchise network while retaining the underlying local franchise arrangements for the stores themselves.
Action taken
Alimentation Couche-Tard acquired approximately 450 franchise locations and 43 ExxonMobil-operated stores in the Phoenix area.
Aftermath
Many locations were converted to Circle K, substantially reducing the On The Run footprint in the United States.
2007
Withdraw proposed Quebec brand conversionStrategyBackground
Imperial Oil proposed using On The Run at Quebec sites that had used the Marché Express identity, but the plan encountered opposition from language advocates and the provincial language regulator.
Action taken
The company backed away from the proposed rebranding and continued using the locally adapted Marché Express identity.
Aftermath
The episode demonstrated that a standardized international retail name could require adaptation to Quebec's language rules and consumer context.
Sources1 sources
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