Petrol giant Shell is working on plans to put fresh produce at the forefront of a brand new store format.
The forecourt retailer is in the early stages of the next phase of plans to tackle the growing threat posed by the supermarkets’ entrance into the petrol sector.
The company is currently trialling two sites of what Shell Foodservice marketing director David Wood called “a local neighbourhood food variant”, where fresh fruit and vegetables, meat, and ready and chilled meals will be prominently displayed in store. Trials are expected to be stepped up in the new year.
Wood told FPJ: “There will be big fruit and veg displays as soon as you walk in. Palmer & Harvey [which already supplies food to Shell] will be supplying us with fruit and veg as well and ensuring the quality is up to the standard of our other new forecourt formats.
“Produce can arrive on the same P&H trucks delivering the other food.”
The new format, which Wood likened to a Spar store with petrol, and based in more residential areas, represents a significant diversion from the consumer market Shell is predominantly targeting.
Wood, who was speaking at an event this week organised by the food, drink and agriculture group of the Chartered Institute of Marketing, had earlier outlined plans to target what he called “road warriors” - customers who spend vast amounts of time in their cars - through a reinvention of its forecourt retailers.
Shell has dubbed its new format ‘Thunderdome’, which features improved shopper flow and ambience, with an accentuation on good-quality food and improving the customer experience. The format features wall-to-ceiling glass frontage, signage to tempt shoppers beyond the tills and improved staff training.
The format is already in 100 locations and will be rolled out to around 250, mainly ex-Total sites by the end of the year.
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