Ultramar isn't a startup; it's a legacy giant with 1,341 employees and $460M in revenue. Yet its digital storefront—ultramar.ca—feels like a relic from a different era. With only 14,000 monthly visits, it's a case study in how a massive physical footprint doesn't translate to digital relevance.

"They've optimized for fuel pumps, not page loads. The result is a digital experience that feels like an afterthought to a business that runs on asphalt."

The site's structure reveals a deeper strategic blind spot. Key pages like Careers and Privacy are outsourced to parkland.ca (Ultramar's parent company), creating a disjointed brand experience. The contact page is a generic form, and the social presence is limited to a single Facebook page. For a company of this scale, the digital footprint is shockingly minimal.

• Tech stack (Next.js, Tailwind) promises performance, but delivers a static, brochure-like experience.
• Traffic is dominated by brand searches, indicating poor category capture.
• No loyalty program integration, no real-time fuel pricing, no app—critical gaps in the modern fuel retail playbook.