pfeffernüsse!
Oh boy! I love Christmastime (and Trader Joe’s).
I saw a Shell and a Chevron gas station both on the same side of the same main road (Whipple) across a small street intersection from each other. The Shell’s 87 octane gas was $2.89/ gal while the Chevron’s was $1.99/gal.
With little to differentiate your product and little advantage to the location, you’re going to price your gas 45% more than your competitor? That’s not how you succeed in business.