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Food Service at the Service Station Channel in Europe
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Food Service at the Service Station Channel in Europe

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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 ...

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'

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Food Service at the Service Station Channel in Europe Food Service at the Service Station Channel in Europe Document Transcript

  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Food Service at the Service Station Channel in EuropePublished on July 2012 Report SummaryConsumers are increasingly demanding food service at forecourts to appease their growing appetite for food-to-go. This trendcoupled with declining fuel margins is stimulating fuel retailers to develop better food service, either under their own brands or throughpartnerships. Specialist food service retailers are also keen to exploit the service station channel to tap the food-to-goopportunity.Develop new marketing ideas and promotion strategies by identifying important customer groups and key trends withregards on-the-move consumption.Benchmark your food service proposition by examining competitors strategies related to productmix, promotions, branding, and partnerships.Identify potential partners for developing a strong food service offer by accessinginformation about key bakery, coffee, and fast-food retailers.Adopt the most suitable route to market by examining the benefits andchallenges involved in private label brands and partnerships for food-to-go.Plan future strategies by examining key developments inthe overall food service industry and potential risks from other retailers.Across Europe, the trend toward out-of-home and on-the-moveconsumption 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 productfrom a forecourt shop.Given rising consumer demand, fuel retailers in Spain, Poland, and Italy have developed their own food serviceconcepts while also partnering with food service specialists. Repsol has partnered with food service chains including Burger King andNespresso. PKN Orlen in Poland and Eni Agip in Italy are also expanding their own food service brands.Specialist food service andcoffee retailers are developing smaller formats suitable for travel retail destinations. Retailers such as Greggs and Costa Coffee havealready entered the UKs service station retail space. Subway is also looking to expand its footprint with a high focus onconvenience-led retail locations including forecourts.Which customers most value food-to-go at forecourts and how are their needschanging How can food service be tailored to better meet these needsWhat is the best way to develop a food service offer What arethe challenges in developing own brand compared to partnering with specialistsWhich food service and coffee retailers and theirformats are suitable for my service station Will they be interested in a partnershipHow are competitors positioning their food servicepropositions/brands and what features differentiate their offersWhat is the potential of food-to-go at service stations and is therebenefit in partnering with fuel retailers to open an outlet at their sites Table of ContentOVERVIEWSummaryKEY FINDINGSConsumer lifestyles are creating demand for food-to-go, especially for breakfastEconomic factors are compelling customers to look for value when eating outOut-of-home consumption will continue rising with 12% meals already had while travellingYoung and single motorists are driving demand for food service at forecourtsMajor oils are developing own brands and partnerships to lock-in high margins on food -to-goSpanish and Polish fuel retailers are using famous fast-food brands to pull customersFood quality and service are critical to improving consumer perception of service stationsFuel retailers are marketing food service in direct competition with fast-food outlets and cafésFast-food and coffee retailers are keen to establish presence at service stationsACTION POINTSFood Service at the Service Station Channel in Europe (From Slideshare) Page 1/7
  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Offer hot meals and achieve differentiation through partnerships and novel recipesDrive regular custom by offering compelling promotions and loyalty schemesImprove consumer perception by investing in shop interiors and ensuring cleanliness at all timesProvide value-added services to increase customer engagementLeverage popular fast-food and coffee brand names through partnershipsCONSUMER TRENDS AND MARKET CONTEXTDefinitionsOn-the-move consumption habits and mealtime occasionsRising out-of-home consumption is driving an opportunity for food service retailersConsumer lifestyles and financial pressures will continue to push on-the-move consumptionBreakfast is the most commonly eaten meal on-the-moveLunch is the most commonly eaten out-of-home meal and is most often eaten at the workplaceThe proportion of dinners eaten on-the-move will rise slightlyMotorists attitudes toward food and drinks to goConsumers regard service stations primarily as a refueling destination rather than a one-stop shopTrend toward consumption on-the-move is driving consumer demand for food service at forecourtsThe need for food service at service stations varies across different consumer groupsMotorists in less developed markets have a latent demand for food-to-go at forecourt shopsFood service at European service stationsFuel retailers using food service marketing to enhance their brandsFood service enhances fuel retailers beleagured marginsService station retailers face stiff food service competition from supermarkets and convenience storesSTRATEGIC ISSUES AND RESPONSESFood service brands and partnershipsDeveloping a credible and successful food service brand is challenging for fuel retailersPartnering with food service specialists is a quick way to develop a strong offerTravel retail locations form an integral part of high street coffee retailers growth plansFood-to-go proposition and product mixService station food service is becoming more meal-orientedSnacks will continue to form an integral part of food service available at service stationsThe focus of food-to-go propositions is shifting toward freshness and qualityService station retailers are regionalizing their food service offers to suit different marketsFood service offer in the context of the physical storeFuel retailers food service propositions need to be flexible to cater to smaller sitesInstore environment and layout help to correctly position the food service offerPromotions and value-added servicesMeal deals and loyalty cards are commonly used at service station shops for promotionsComplementary facilities can help deliver better value to consumersContactless payment technology will improve the convenience attribute of forecourt shopsSERVICE STATION RETAILERS FOOD SERVICE PROPOSITIONSShellShell launches its food service brand Deli2Go for more consistent brand experienceShell has adopted a premium food strategy for the highly competitive UK marketIn the Netherlands, Shells food service concept operates under the Deli2Go brandIn Germany, Shell has a well-developed food service offer under the Break Time bannerIn Norway, Shell has a partnership with NorgesGruppen for the operation of the Fresh concept at its sitesBPBP has invested in building a successful standalone food service brand, Wild Bean CaféFood Service at the Service Station Channel in Europe (From Slideshare) Page 2/7
  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!In the UK, BP has a well-developed food service offer under the Wild Bean Café brandIn the Netherlands, the Wild Bean Café food concept has low penetration and tough competitionBP is expanding the Wild Bean Café concept in PolandIn Germany, BPs food service concept differs by operating under the Petit Bistro bannerTOTALTOTALs flagship food service concept Café Bonjour needs revitalisingIn France, TOTALs food service is dominant but inconsistent, falling under a variety of bannersTOTALs Café Bonjour food service concept is present at only a few sites in the NetherlandsIn Germany, the Café Bonjour brand is present at over half of all TOTAL-branded service stationsEssoEssos food service offer across Europe is fragmented, with numerous partners and different formatsIn the UK, Esso On the Run stores need revitalizing to compete with strengthening competitionEsso has a partnership with Délifrance in the NetherlandsIn Germany, Esso faces substantial competition from Aral and Shell in terms of food-to-goIn France, Elior manages all Esso motorway sites that offer food servicesIn Italy, a small proportion of Esso-branded outlets feature a food service conceptStatoilStatoil has a consistent food service offer across different markets under the Made to Go brandStatoil is adding premium and diverse food products in its food service propositionIn Scandinavia, Statoils major push has been on coffee promotionsIn Poland, Statoil sites accept the Premium Club loyalty cardStatoils focus on its own-brand Made to Go is in contrast to other operators in the regionEniEni operates its food service concept under the Eni Café brand nameItalian foods and traditions form the basis of Enis food service proposition across EuropeEni offers its own loyalty card in ItalyRepsolRepsol has its own food service brand in Spain under the Sprint bannerRepsol has formed partnerships with specialist fast-food and coffee retailers in SpainAt around 200 outlets, Repsol features designated seating areas for eat-in customersOMVOMV has its own food service concept under the Viva brand nameHot drinks are OMVs key focus areaOMV is positioning the Viva food service concept as a high quality propositionPKN OrlenPKN Orlen operates two food service concepts at its premium service stationsPKN Orlen has its own loyalty program for customer engagement in PolandPOTENTIAL FOOD SERVICE PARTNERS FOR SERVICE STATIONSBakery specialists offer hot ready-to-eat food that motorists can eat as a meal substituteUK retailer Greggs is targeting motorists by opening outlets at forecourts and motorway servicesGreggs focus on product freshness and value pricing provides it with a key competitive advantageFornettis franchise-based model and flexibility of format makes it a potential partner for forecourt retailersBrioche Dorée, s food service concept is highly suitable for service stationsPartnering with a coffee specialist is an effective strategy to attract customers to the food service areaCosta Coffee is a major high street coffee retailer in the UK and is fast expanding globallySielaff offers a broad range of coffee vending machines suitable for service stationsSegafredos brand name and franchising model of operation makes it an attractive partner for forecourtsDouwe Egberts is a strong brand name across Europe with a well developed take-away conceptFood Service at the Service Station Channel in Europe (From Slideshare) Page 3/7
  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Fast-food specialists can help forecourt retailers in developing a credible food offerSubway has plans to expand its footprint across service stations in the UK and IrelandNordsee is focusing on take-away trade through its Snack Shop fasciaFoo Go offers a range of pre-packed sandwiches and other food products suitable for eating on the goAPPENDIXDefinitionsMethodologyFurther readingAsk the analystDisclaimerFIGURESFigure: The proportion of meal occasions conducted out-of-home and on-the-move in Europe in 2011Figure: The proportion of meal occasions conducted out-of-home and on-the-move in Europe will increase by the end of 2014Figure: The proportion of meals conducted on-the-move by mealtime occasion in Europe in 2011Figure: The proportion of meals conducted out-of-home by mealtime occasion in Europe in 2011Figure: The share of out-of-home lunch occasions by location in Europe in 2011Figure: The proportion of dinnertime meals conducted on-the-move in EuropeFigure: The importance of various features when choosing a service station in the Euro 8 regionFigure: The proportion of motorists who would like more variety for various products at service station shops in the Euro 8 regionFigure: The importance of fresh fast-food and coffee when choosing a service station by frequency of use of car in the Euro 8 regionFigure: The importance of fresh fast-food and coffee when choosing a service station by age in the Euro 8 regionFigure: The importance of fresh fast-food and coffee when choosing a service station by marital status in the Euro 8 regionFigure: The importance of fresh fast-food and coffee when choosing a service station by country in the Euro 8 regionFigure: The proportion of motorists that place a high level of importance on fresh fast-food and coffee when choosing a service stationby country in the Euro 8 regionFigure: Deli2Go sandwiches and juicesFigure: Deli2Go food products and packaging in the NetherlandsFigure: Deli2Go food service area in the NetherlandsFigure: Shells drive-through food service at a service station in the NetherlandsFigure: Fresh food service areas at Shell service stations in NorwayFigure: BPs Wild Bean Café formatFigure: Wild Bean Cafés hot breakfast menuFigure: Wild Bean Cafés hot lunch menuFigure: The Wild Bean Café loyalty card, The Bean CounterFigure: Wild Bean Café meal deals in the NetherlandsFigure: Arals Petit Bistro food service concept in GermanyFigure: TOTALs Café Bonjour logoFigure: TOTALs Escale des Arômes card for coffee purchasesFigure: Essos different food service brand logosFigure: Statoils Made to Go food service concepts logosFigure: Statoil has launched two sushi menus at selected sites in Denmark on a trial basisFigure: Statoils coffee mug promotion targets men and women with black and pink mugsFigure: Enis You & Eni loyalty card in ItalyFigure: Repsols Sprint Café food service formatFigure: OMVs Viva-branded shop and food service conceptFigure: PKN Orlens Stop Café and Stop Café Bistro food service concepts in PolandFigure: Fornetti counter and kiosk windowFigure: Brioche Dorées smaller format for the travel sectorFood Service at the Service Station Channel in Europe (From Slideshare) Page 4/7
  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Figure: Costa Express self-service coffee machineFigure: Sielaffs Sielissimo hot drink vending machinesFigure: Douwe Egberts Coffee Corner unitsFigure: A Shell-branded service station with a Subway outlet in the UKFigure: A Nordsee Snack ShopFigure: Foo Gos new packaging and redesignFood Service at the Service Station Channel in Europe (From Slideshare) Page 5/7
  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email! Fax Order Form To place an order via fax simply print this form, fill in the information below and fax the completed form to: Europe, Middle East and Africa : + 33 4 37 37 15 56 Asia, Oceania and America : + 1 (805) 617 17 93 If you have any questions please visit http://www.reportlinker.com/notify/contact Order Information Please verify that the product information is correct and select the format(s) you require. Food Service at the Service Station Channel in Europe Product Formats Please select the product formats and the quantity you require. 1 User License--USD 3 450.00 Quantity: _____ Corporate License--USD 8 625.00 Quantity: _____ Contact Information Please enter all the information below in BLOCK CAPITALS Title: Mr Mrs Dr Miss Ms Prof First Name: _____________________________ Last Name: __________________________________ Email Address: __________________________________________________________________________ Job Title: __________________________________________________________________________ Organization: __________________________________________________________________________ Address: __________________________________________________________________________ City: __________________________________________________________________________ Postal / Zip Code: __________________________________________________________________________ Country: __________________________________________________________________________ Phone Number: __________________________________________________________________________ Fax Number: __________________________________________________________________________Food Service at the Service Station Channel in Europe (From Slideshare) Page 6/7
  • Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email! Payment Information Please indicate the payment method, you would like to use by selecting the appropriate box. Payment by credit card Card Number: ______________________________________________ Expiry Date __________ / _________ CVV Number _____________________ Card Type (ex: Visa, Amex…) _________________________________ Payment by wire transfer Crédit Mutuel RIB : 10278 07314 00020257701 89 BIC : CMCIFR2A IBAN : FR76 1027 8073 1400 0202 5770 189 Payment by check UBIQUICK SAS 16 rue Grenette – 69002 LYON, FRANCE Customer signature:   Please note that by ordering from Reportlinker you are agreeing to our Terms and Conditions at http://www.reportlinker.com/index/terms Please fax this form to: Europe, Middle East and Africa : + 33 4 37 37 15 56 Asia, Oceania and America : + 1 (805) 617 17 93Food Service at the Service Station Channel in Europe (From Slideshare) Page 7/7