As a result, Z stations are laying on a staff member to help customers fill their tanks, wash windshields and check oil between 10am and 5pm. The job title for that person is "concierge" - the name given to the first person you would see in a hotel.
Wanganui's only Shell service station was rebranded Z in June, a process that started in New Zealand nine months ago.
Mr Hurley and wife Jacinta lease the Wanganui station in a franchise arrangement.
They are based in New Plymouth and lease and operate 11 other Z sites, from New Plymouth to Palmerston North.
Mr Hurley has the impression Wanganui's economy is thriving because petrol sales are up.
"Our volume has increased a bit - so you must be doing something down there," he said.