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?
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-theservice-station-channel-in-europe.html Report Details Published: July 2012 No. of Pages: 79
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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
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 For more details Contact: sales@reportsandreports.com