Convenience is king for the modern shopper, so it’s no surprise that service stations are experiencing a resurgence.
Traditionally positioned in prime locations selected for exposure with adequate parking, petrol stations are a natural tool in the battle for consumer spend. The retail opportunity for petrol stations is now front and centre for smart corporations, and leading the charge is Australian fuel giant Caltex.
In line with evolving consumer demand, increased vehicle efficiencies requiring less petrol and declining oil prices compressing fuel margins, Caltex have shifted their focus to becoming a market leader in complex supply chains and the convenience marketplace.
They have repurposed retail space to meet the needs of modern customers, classifying their diversification under the “Freedom of Convenience” strategy, with the launch of a new concept in convenience ‘The Foodary’.
Image courtesy of Caltex Australia
The Foodary features a high quality, stylish fit out, reminiscent of an upmarket delicatessen or trendy restaurant. Outlets offers a range of healthy items throughout the day, barista coffee, beverages, convenience groceries, ready-made meals and services including dry cleaning, parcel collection and meal kits. Select sites also incorporate offerings from key food partners including Sumo Salad, Boost Juice and Guzman Y Gomez.
It’s with this innovative approach that Caltex continues to reposition the humble petrol station, once renowned for soggy sandwiches and stale sausage rolls to embrace a range of healthy and appealing culinary options.
Caltex also purchased seven Nashi grab and go food bars and recently expanded stores to Sydney. This marked Caltex’s move beyond the petrol and convenience space and into high street retailing. Throughout 2018, Caltex will expand the presence of Nashi by utilising former ticket booths in several key locations across Sydney train stations including Chatswood, Parramatta and Kings Cross.
2017 also saw the opening of Caltex’s first non-petrol store at the Newcastle Interchange train station in New South Wales offering customers an alternative option for barista made coffee, food on the go and other convenience items on their daily commute.
Currently 25 The Foodary sites are in operation across Australia with the aim to continue rolling out this offer nationally in 2018. To add another dimension to convenience, The Foodary also offers a customer app, allowing shoppers to place a food and coffee order before arrival, fill up the tank and collect their prepaid order while skipping the queue.
Caltex’s evolving retail strategy is certainly a fresh take on retail convenience, one that will continue to provide healthier and more diverse options for Australian consumers, which can only be a good thing.