Food Service at the Service Station Channel in Europe

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Food Service at the Service Station Channel in Europe
Published on July 2012

Report Summary

Consumers are increasingly demanding food service at forecourts to appease their growing appetite for food-to-go. This trend
coupled with declining fuel margins is stimulating fuel retailers to develop better food service, either under their own brands or through
partnerships. Specialist food service retailers are also keen to exploit the service station channel to tap the food-to-go
opportunity.Develop new marketing ideas and promotion strategies by identifying important customer groups and key trends with
regards on-the-move consumption.Benchmark your food service proposition by examining competitors' strategies related to product
mix, promotions, branding, and partnerships.Identify potential partners for developing a strong food service offer by accessing
information about key bakery, coffee, and fast-food retailers.Adopt the most suitable route to market by examining the benefits and
challenges involved in private label brands and partnerships for food-to-go.Plan future strategies by examining key developments in
the overall food service industry and potential risks from other retailers.Across Europe, the trend toward out-of-home and on-the-move
consumption is expected to rise gradually up to 2014. Motorists are increasingly demanding more variety in hot food and drinks.
Among the various consumer groups, young, single, and intensive motorists have the highest propensity to buy a food-to-go product
from a forecourt shop.Given rising consumer demand, fuel retailers in Spain, Poland, and Italy have developed their own food service
concepts while also partnering with food service specialists. Repsol has partnered with food service chains including Burger King and
Nespresso. PKN Orlen in Poland and Eni Agip in Italy are also expanding their own food service brands.Specialist food service and
coffee retailers are developing smaller formats suitable for travel retail destinations. Retailers such as Greggs and Costa Coffee have
already entered the UK's service station retail space. Subway is also looking to expand its footprint with a high focus on
convenience-led retail locations including forecourts.Which customers most value food-to-go at forecourts and how are their needs
changing' How can food service be tailored to better meet these needs'What is the best way to develop a food service offer' What are
the challenges in developing own brand compared to partnering with specialists'Which food service and coffee retailers and their
formats are suitable for my service station' Will they be interested in a partnership'How are competitors positioning their food service
propositions/brands and what features differentiate their offers'What is the potential of food-to-go at service stations and is there
benefit in partnering with fuel retailers to open an outlet at their sites'

Table of Content

OVERVIEW
Summary
KEY FINDINGS
Consumer lifestyles are creating demand for food-to-go, especially for breakfast
Economic factors are compelling customers to look for value when eating out
Out-of-home consumption will continue rising with 12% meals already had while travelling
Young and single motorists are driving demand for food service at forecourts
Major oils are developing own brands and partnerships to lock-in high margins on food -to-go
Spanish and Polish fuel retailers are using famous fast-food brands to pull customers
Food quality and service are critical to improving consumer perception of service stations
Fuel retailers are marketing food service in direct competition with fast-food outlets and cafés
Fast-food and coffee retailers are keen to establish presence at service stations
ACTION POINTS

Food Service at the Service Station Channel in Europe (From Slideshare) Page 1/7


Offer hot meals and achieve differentiation through partnerships and novel recipes
Drive regular custom by offering compelling promotions and loyalty schemes
Improve consumer perception by investing in shop interiors and ensuring cleanliness at all times
Provide value-added services to increase customer engagement
Leverage popular fast-food and coffee brand names through partnerships
CONSUMER TRENDS AND MARKET CONTEXT
Definitions
On-the-move consumption habits and mealtime occasions
Rising out-of-home consumption is driving an opportunity for food service retailers
Consumer lifestyles and financial pressures will continue to push on-the-move consumption
Breakfast is the most commonly eaten meal on-the-move
Lunch is the most commonly eaten out-of-home meal and is most often eaten at the workplace
The proportion of dinners eaten on-the-move will rise slightly
Motorists' attitudes toward food and drinks to go
Consumers regard service stations primarily as a refueling destination rather than a one-stop shop
Trend toward consumption on-the-move is driving consumer demand for food service at forecourts
The need for food service at service stations varies across different consumer groups
Motorists in less developed markets have a latent demand for food-to-go at forecourt shops
Food service at European service stations
Fuel retailers using food service marketing to enhance their brands
Food service enhances fuel retailers' beleagured margins
Service station retailers face stiff food service competition from supermarkets and convenience stores
STRATEGIC ISSUES AND RESPONSES
Food service brands and partnerships
Developing a credible and successful food service brand is challenging for fuel retailers
Partnering with food service specialists is a quick way to develop a strong offer
Travel retail locations form an integral part of high street coffee retailers' growth plans
Food-to-go proposition and product mix
Service station food service is becoming more meal-oriented
Snacks will continue to form an integral part of food service available at service stations
The focus of food-to-go propositions is shifting toward freshness and quality
Service station retailers are regionalizing their food service offers to suit different markets
Food service offer in the context of the physical store
Fuel retailers' food service propositions need to be flexible to cater to smaller sites
Instore environment and layout help to correctly position the food service offer
Promotions and value-added services
Meal deals and loyalty cards are commonly used at service station shops for promotions
Complementary facilities can help deliver better value to consumers
Contactless payment technology will improve the convenience attribute of forecourt shops
SERVICE STATION RETAILERS' FOOD SERVICE PROPOSITIONS
Shell
Shell launches its food service brand Deli2Go for more consistent brand experience
Shell has adopted a premium food strategy for the highly competitive UK market
In the Netherlands, Shell's food service concept operates under the Deli2Go brand
In Germany, Shell has a well-developed food service offer under the Break Time banner
In Norway, Shell has a partnership with NorgesGruppen for the operation of the Fresh concept at its sites
BP
BP has invested in building a successful standalone food service brand, Wild Bean Café



In the UK, BP has a well-developed food service offer under the Wild Bean Café brand
In the Netherlands, the Wild Bean Café food concept has low penetration and tough competition
BP is expanding the Wild Bean Café concept in Poland
In Germany, BP's food service concept differs by operating under the Petit Bistro banner
TOTAL
TOTAL's flagship food service concept Café Bonjour needs revitalising
In France, TOTAL's food service is dominant but inconsistent, falling under a variety of banners
TOTAL's Café Bonjour food service concept is present at only a few sites in the Netherlands
In Germany, the Café Bonjour brand is present at over half of all TOTAL-branded service stations
Esso
Esso's food service offer across Europe is fragmented, with numerous partners and different formats
In the UK, Esso On the Run stores need revitalizing to compete with strengthening competition
Esso has a partnership with Délifrance in the Netherlands
In Germany, Esso faces substantial competition from Aral and Shell in terms of food-to-go
In France, Elior manages all Esso motorway sites that offer food services
In Italy, a small proportion of Esso-branded outlets feature a food service concept
Statoil
Statoil has a consistent food service offer across different markets under the Made to Go brand
Statoil is adding premium and diverse food products in its food service proposition
In Scandinavia, Statoil's major push has been on coffee promotions
In Poland, Statoil sites accept the Premium Club loyalty card
Statoil's focus on its own-brand Made to Go is in contrast to other operators in the region
Eni
Eni operates its food service concept under the Eni Café brand name
Italian foods and traditions form the basis of Eni's food service proposition across Europe
Eni offers its own loyalty card in Italy
Repsol
Repsol has its own food service brand in Spain under the Sprint banner
Repsol has formed partnerships with specialist fast-food and coffee retailers in Spain
At around 200 outlets, Repsol features designated seating areas for eat-in customers
OMV
OMV has its own food service concept under the Viva brand name
Hot drinks are OMV's key focus area
OMV is positioning the Viva food service concept as a high quality proposition
PKN Orlen
PKN Orlen operates two food service concepts at its premium service stations
PKN Orlen has its own loyalty program for customer engagement in Poland
POTENTIAL FOOD SERVICE PARTNERS FOR SERVICE STATIONS
Bakery specialists offer hot ready-to-eat food that motorists can eat as a meal substitute
UK retailer Greggs is targeting motorists by opening outlets at forecourts and motorway services
Greggs' focus on product freshness and value pricing provides it with a key competitive advantage
Fornetti's franchise-based model and flexibility of format makes it a potential partner for forecourt retailers
Brioche Dorée, 's food service concept is highly suitable for service stations
Partnering with a coffee specialist is an effective strategy to attract customers to the food service area
Costa Coffee is a major high street coffee retailer in the UK and is fast expanding globally
Sielaff offers a broad range of coffee vending machines suitable for service stations
Segafredo's brand name and franchising model of operation makes it an attractive partner for forecourts
Douwe Egberts is a strong brand name across Europe with a well developed take-away concept



Fast-food specialists can help forecourt retailers in developing a credible food offer
Subway has plans to expand its footprint across service stations in the UK and Ireland
Nordsee is focusing on take-away trade through its Snack Shop fascia
Foo Go offers a range of pre-packed sandwiches and other food products suitable for eating on the go
APPENDIX
Definitions
Methodology
Further reading
Ask the analyst
Disclaimer
FIGURES
Figure: The proportion of meal occasions conducted out-of-home and on-the-move in Europe in 2011
Figure: The proportion of meal occasions conducted out-of-home and on-the-move in Europe will increase by the end of 2014
Figure: The proportion of meals conducted on-the-move by mealtime occasion in Europe in 2011
Figure: The proportion of meals conducted out-of-home by mealtime occasion in Europe in 2011
Figure: The share of out-of-home lunch occasions by location in Europe in 2011
Figure: The proportion of dinnertime meals conducted on-the-move in Europe
Figure: The importance of various features when choosing a service station in the Euro 8 region
Figure: The proportion of motorists who would like more variety for various products at service station shops in the Euro 8 region
Figure: The importance of fresh fast-food and coffee when choosing a service station by frequency of use of car in the Euro 8 region
Figure: The importance of fresh fast-food and coffee when choosing a service station by age in the Euro 8 region
Figure: The importance of fresh fast-food and coffee when choosing a service station by marital status in the Euro 8 region
Figure: The importance of fresh fast-food and coffee when choosing a service station by country in the Euro 8 region
Figure: The proportion of motorists that place a high level of importance on fresh fast-food and coffee when choosing a service station
by country in the Euro 8 region
Figure: Deli2Go sandwiches and juices
Figure: Deli2Go food products and packaging in the Netherlands
Figure: Deli2Go food service area in the Netherlands
Figure: Shell's drive-through food service at a service station in the Netherlands
Figure: Fresh food service areas at Shell service stations in Norway
Figure: BP's Wild Bean Café format
Figure: Wild Bean Café's hot breakfast menu
Figure: Wild Bean Café's hot lunch menu
Figure: The Wild Bean Café loyalty card, The Bean Counter
Figure: Wild Bean Café meal deals in the Netherlands
Figure: Aral's Petit Bistro food service concept in Germany
Figure: TOTAL's Café Bonjour logo
Figure: TOTAL's Escale des Arômes card for coffee purchases
Figure: Esso's different food service brand logos
Figure: Statoil's Made to Go food service concept's logos
Figure: Statoil has launched two sushi menus at selected sites in Denmark on a trial basis
Figure: Statoil's coffee mug promotion targets men and women with black and pink mugs
Figure: Eni's You & Eni loyalty card in Italy
Figure: Repsol's Sprint Café food service format
Figure: OMV's Viva-branded shop and food service concept
Figure: PKN Orlen's Stop Café and Stop Café Bistro food service concepts in Poland
Figure: Fornetti counter and kiosk window
Figure: Brioche Dorée's smaller format for the travel sector



Figure: Costa Express self-service coffee machine
Figure: Sielaff's Sielissimo hot drink vending machines
Figure: Douwe Egberts Coffee Corner units
Figure: A Shell-branded service station with a Subway outlet in the UK
Figure: A Nordsee Snack Shop
Figure: Foo Go's new packaging and redesign


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Food Service at the Service Station Channel in Europe

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