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1. Food Service at the Service Station Channel in Europe
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.
Features and benefits
 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.
Highlights
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.
Your key questions answered
 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?

2.  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?
Get more information @ http://www.reportsnreports.com/reports/182048-food-service-at-the-
service-station-channel-in-europe.html
Report Details
Published: July 2012
No. of Pages: 79
Price: Single User License: US$3450 Corporate User License: US$8625
Table of Contents
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
 Offer hot meals and achieve differentiation through partnerships and novel recipes
 Drive regular custom by offering compelling promotions and loyalty schemes

3.  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

4. 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

5. 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
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