Somewhat. Shell is probably trying to position themselves against their competition. Yes, it's probably near zero-sum game, but there's still competition between the various oil companies, etc.
So by having Said take on more stores (due to the quality and volume he proved) means that Shell could take a bigger piece of the pie.
Isn't this zero sum? If one station doesn't sell the gasoline, another will, right? Why does the refiner care who sells it?