[Editor note: This post completes a four-part history of the rise of self-service filling stations in the United States. Part I examined the discovery and early regulation of this new marketing strategy; Part II covered 1947–51; Part III reviewed the period 1950–70).]

“Government intervention unintentionally promoted self-service. The gasoline shortage of 1974 educated motorists to serve themselves to reduce waiting in line, and the seller’s market deteriorated the quality of service. Regulatory minimum wage and overtime pay scales, which had been steady for years, jumped 25 percent in 1974 and covered more stations.”

Prior to regulation under the Economic Stabilization Act and the Emergency Petroleum Allocation Act (1973–81), independent gasoline retailers were foiling the ambitious expansion plans of the majors with their low-cost service and discount prices. Central to this success was self-service. …

“In the late 1960s, Mobil, Humble, Sun, Texaco, and Cities Service began self­-serve experiments. A reason behind the move to (capital-intensive) self-serve marketing by majors was the increasing cost of labor from the manpower drain of the Vietnam War and minimum wage and hour regulations.”

“More and more self-service bans were being challenged; five had been rescinded in 1968, and maverick dealers were converting to self-serve in illegal states to dare a court suit. By 1970, it was just a matter of time before motorists had the self-serve option coast to coast.”

In the 1950s, independent marketers of privately branded gasoline effectively competed against high quality, well adver­tised major brands by offering lower prices and maintaining high-volume, low-cost operations. It was the independent that popularized the tracksider, self-service, multi-bay pumps, and, now, premiums.  …