BP Petrol Station Forecourts
Coverpoint were asked to work with BP in the UK, the Netherlands and Spain, where we assisted with the development and delivery of new foodservice formats for the BP brand on forecourts.
Following an initial research exercise carried out in Europe on numerous sites with key members of the BP International Team, Coverpoint established the key parameters, features and messages of the new foodservice concept. This was then translated into the new brand proposition for each country.
Coverpoint initially carried out a full review of selected existing BP operations in the UK, Spain and the Netherlands, to identify the key characteristics of each site, the business volumes achieved, the user base and the customer flow through the units. This work determined the cultural and regional differences that the BP brand had to respond to across different countries.
From our research, Coverpoint prepared a guidance document which identified recommendations for the improvement of the ‘template’ concept in terms of service, menu range and guest interaction.
Following our work in the Netherlands and the introduction of Marks and Spencer Simply Food into BP forecourts, Coverpoint were appointed by BP UK to carry out a detailed review of the Wild Bean Café operations in order to re-align them with the new Simply Food Implants.
In addition, we carried out operational reviews of a number of stores, analysing the operation in detail and identifying the processes used to bake and merchandise product in-store, as well as the menu mix and its sales performance. This research was then used to inform a revised menu mix and product offer that focused on better merchandising, a simpler product offer and an easier to deliver proposition.
The result was a Wild Bean Café menu more able to trade alongside Simply Food with a menu focused on the customer, enhanced levels of customer service and a reorganised café layout to maximise throughput and ease of use.
- European research exercise.
- Operational review of existing stores.
- Brand presentation and format work.
- Development of the ‘Blueprint’ for the new operation.