Tricky Gas Station

Boycott Arco gas stations!!! Do not patron these corporate thieves!

What did they do this time, you ask. Is it their rapacious desire to despoil pristine habitats from Alaska to Argentina? Could it be how their interests are being served in our illegal war in Iraq? There are lots of "big" issues we could hang on all the oil companies. I don't know if Arco is particularly guilty of any of them, but I am calling for a boycott because they tricked me out of at least a half a gallon of gas!

I pulled into the Arco on University Avenue in Berkeley because I saw a lower price on their sign, $2.85 for mid grade, than I had seen at other local stations. After stopping, I noticed the sign said "cash price"; if your used a credit or ATM card, it was 1o cents per gallon more. It is already bad enough that with my new car I have vowed to only feed it the more expensive 89 octane mid-grade gas. I had a twenty dollar bill in my wallet; it was worth it to burn up my last remaining cash, even though at today's prices, that $20 wouldn't fill my whole tank.

My first problem was that I had encountered the slowest flowing gas pump I have ever run into. It is hard to quantify, but I'd guess it took at least twice, maybe three times as long per gallon for this newish-looking pump to do it's thing. At first I thought it might be some ploy by Arco to make it seem like their gas was less expensive. When filling your tank with today's gas, it can be depressing to watch the dollars and cents numbers zoom upwards while the gallons indicater spins at the speed it always has. On this slow pumping Arco machine, the amount I was paying crept comfortably slower towards twenty, as if the gas was at 1985 prices. I later concluded that I just had a bad pump when I saw other customers come and go more quickly.

With all this time on my hands, I noticed the price it showed on the pump was the credit price, not the ten cent discounted price I had earned by giving up my last Jackson. Maybe it was actually charging me a lower price, but just not indicating that on the pump display. How many gallons should I expect for my $20? I'm usually pretty good with math, but it took me a while to figure 2.8599X=20, X=20/2.8599, X=number of gallons I should get. My mind was somewhat numb after just playing 4 straight hours of rigorous basketball. No way to do that without calculator or at least pen and paper. When it finished, I was very confident that it seemed like too little, so I marched with my receipt to confront the attendant.

"Excuse me," I began, "I paid $20 cash, and my receipt shows $2.95 per gallon. That is the credit price." I knew something was wrong here, but I wasn't sure how I expected the guy to fix it.

"Are you sure you gave me cash?" he answered suspiciously. Oh, man, wrong move on his part. With the rough summer I had financially, I KNOW when I'm giving up my last twenty. I was now certain he'd made a mistake. After he reviewed the receipt some more he continued, "Ah, sir, you are being charged for the Premium gas. That's priced $2.95 per gallon."

"But I paid cash!"

"Correct, sir."

"Well?"

"You chose Premium." There has never been any standard by which the oil companies name their different grades of products. By the name alone, no one can tell what super, premium, super plus, performance plus, platinum plus or super premium performance enhancing plus mean. I was starting to catch on that the guy was telling me I had picked 91 octane gas instead of 89 octane.

"I pushed the middle button!" thinking that the slow poke pump had malfunctioned in another way, "I wanted the mid-grade! I pushed the middle button!"

"Go, sir, please go look at the pumps," he concluded, actually waving me off with this hand. I went and looked.

I wrote there has never been any consistency in how they name these levels of gas. One thing that has always been the same is the order they're placed on a pump where you push a button to choose your grade. From left to right, like one is reading, cheap stuff, mid grade, premium. The mid grade is ALWAYS in the middle. Not at Arco. I was aghast to see the 89 octane on the left, the 91 in the middle and the 87 at the far right. He was right, I had picked the premium.

Stepping back into the attendant's hut I exclaimed, "No one does it like that! Why do you guys DO that?" I just asked to make myself feel better. As expected, the attendant just smiled and shrugged.

I know why. Some freekin corporate marketing exec sitting in a room, trying to figure out a way to improve sales of their mid grade and premium gas, which I'm sure less people are using now that it's often $3/gal or more. Rearrange the established pattern of placement on the pumps, and just like when people read, their eyes will pass over the mid and premium before coming to the regular stuff at the end. It's basic merchandising; but it breaks a standard operating procedure that we consumers have gotten used to for 10 years or more. I'm sure I'm not the only guy whose has just pushed the button he normally pushes without reading. How about the guy with the high performance motorcycle or sportscar engine who needs that 91 octane stuff? If he just picked the rightmost button like he normally did, he'd be filling his tank with 87 octane which could damage his engine. At least I only got gypped out of indeterminate amount of gas.

Boycott Arco? I know I'm supposed to boycott Unocal 76 because of what they've done in Burma. Chevron/Texaco ain't exactly been the paragon of corporate virtue either, but like most Americans, I'm most likely to go to the station that has the lowest prices. Even if it was Saddam's Oil Change, Rape Rooms and Filling Station, if they were 6 cents cheaper than the place across the street, I'd go there. I'll go to Arco again, no doubt, just not that pump, and trust me, I WILL be reading the buttons from here on in.