The opening of convenience store and petrol station On The Run on Thursday has reignited the petrol war in Horsham.
The Wilson Street store is the first of two outlets by the South Australia company to open in the city, with a second under construction on Dimboola Road.
The stores will between them create 16 retail jobs and offer cheaper unleaded petrol. Advantage Fuels supplies the petrol for OTR.
The price on the Wilson Street store's the first day of trade was $139.9. Competitors responded swiftly by dropping or matching their prices.
Caltex Horsham on Baille Street has matched On The Run's unleaded fuel price, while Coles Express on Dimboola Road, Woolworths Caltex and BP on O'Callaghans Parade all dropped their pump price to $141.9.
Unleaded prices in Horsham usually hover around the $146.9 price point.
OTR will also open a service station on Ararat Road in Stawell this month, which a spokeswoman said would be the largest store outside of major cities.
She said OTR would take a proportion of the customer's spend and make a donation on their behalf to a community organisation.
The Dimboola Road store supports RSPCA, Royal Flying Doctor Service and St John Ambulance Australia, though the spokeswoman said they would transition to supporting local groups and causes.
At the opening event on Wednesday evening attendees noticed that amidst the hot dogs, coffee and slurpees, the store had toilet paper stock as well.
Horsham Dimboola Road OTR store manager Gracie Smith, who is from Seaford in South Australia, said over 60 people would be employed between the two Horsham stores and that they had no trouble filling the 16 new retail positions.
"We had so much fun getting into the community," she said.
The store becomes the 152nd OTR store in Australia and the business is the largest private employer in South Australia.