Shell Café embarks on a rapid expansion
Wpis dostępny jest także w języku: polski
Shell is focusing on developing its non-fuel offer with the launch of the Shell Café brand. Shell Café is a new café and catering concept providing customers with premium coffee and barista service. By the end of 2021 it will be available at all Shell petrol stations in Poland.
Shell has decided to accelerate investment in the Shell Café project, after the first such service outlets opened in the Netherlands in April 2021 and others were tested in Poland this spring. According to a study conducted by the company, customers are increasingly likely to stop at a station for coffee. Therefore, in addition to its fuel offer, Shell decided to expand its food and service facilities by introducing two new coffee blends into the Shell Café and extending the food offer with own-brand products.
Since mid-August Shell Café can be found at 237 of the total 429 Shell stations in Poland and also in selected European markets. Further outlets are expected to be available to customers in the coming months, and by the end of 2021 the new brand is expected to completely replace the current Deli by Shell foodservice offer and appear at all the stations in Poland. In turn, in the entire CEE region, the changes are to cover all Shell sites already by 2023.
According to the target set by the company, half of the margin is to come from non-fuel products and services by 2025. Therefore, the company has decided to introduce many conveniences, such as fresh food and drinks, the possibility to pick up parcels, as well as to purchase car care products. Today, many of the stations offer DHL parcel collection or InPost parcel machines, while truck drivers can use showers and laundry machines at selected outlets. This is expected to change the role of the petrol station, which so far many customers have associated only with a place to fill up the car.
Another big player developing its activities in the non-fuel area is PKN Orlen. The chain plans to invest as much as PLN 11bn in retail operations by 2030. It currently brings in approx. three million a year in profit.
It is worth noting that food service in non-gastronomic outlets is on an upward trend and growing very dynamically, outpacing the HoReCa market, which includes sales in gastronomic outlets.