The business venture and corresponding fuel discount offer was launched by Coles Myer (predecessor of Coles Group) in July 2003 in response to the similar offer by rival Woolworths some years earlier, proving attractive to shoppers.

Coles Myer purchased the retail business of Shell Australia multi-site franchisees for $94 million.

[3] Shell Australia (later also sold to Viva Energy) continue to be the exclusive supplier of fuel products, leases the service station property to Coles, and maintains the presence of the "pecten" and other Shell branding on the price board and other signage.

The reasoning behind the term “Reddy” is a stylised version of the word "ready" due to the stores convenience-based nature.

[4] After this initial trial, it was followed by a national roll-out from 1 December the same year, starting with New South Wales, and completed in mid-2004.

The initial success of the discount offer saw fuel shortages in Victoria after the offer began in New South Wales – where Shell's busiest sites are located – as Shell failed to cope with the distribution of a 30 percent increase in demand.

Coles Express is responsible for the maintenance of the retail store (including in-store pricing) and the everyday needs of the business.

This transition included the petrol stations and stand-alone Shell Select convenience stores in Melbourne's CBD (which closed by December 2006).

As part of the deal Flybuys will remain a partner and Coles will continue stocking its own-branded products.

[17] Also, Viva Energy has indicated that it plans to retain the OTR brand and expand it, particularly in markets outside South Australia.

Viva Energy has noted via its public announcements that the OTR app adds significant value to the acquisition.