Imperial has been musing about this for a while. Makes sense to focus on the production and refining business vs retail.
My guess is alot of that price is the real estate/location, the cost of the building, and current inventory. It shouldnt be that much of a problem for consumers as I find it hard to believe that 1/10 outside of the oil business new that Esso was associated with Imperial Oil. Probably one of the reasons they are branded Esso vs Imperial.
Shell, Petro Canada, and Husky dont have that luxury.
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