According to the ‘Future of the Forecourt’ report, the increasing presence of electric cars alongside petrol drivers has revealed distinct differences in how these two groups interact with forecourts. This presents new opportunities for operators.
While petrol drivers prefer quick visits, EV drivers are more interested in the facilities, drinks, and food available on-site as they wait for their vehicles to charge.
The study found that an additional 8% of EV drivers would choose a location if it offered quality hot drinks, and 7% more would make a stop if there was a good range of food options available throughout the day.
The report also highlighted that 62% of drivers purchase food to-go from petrol/service stations on a monthly basis. These consumers are known as ‘all day grazers’ as they look for anything from a snack to a quick breakfast or a light meal to replace a missed lunch.
Furthermore, all day grazers tend to make frequent purchases and spend more. This consumer group is skewed towards younger and more affluent individuals, and they often pick up a wider variety of products during their visits, particularly savory and sweet snacks, fruit, soup, and sushi.
The research revealed nine key areas for forecourts to focus on to ensure their readiness for the future. This includes understanding shopper motivations, missions, in-store experiences, and purchasing habits.
Fresh Food For Now, in collaboration with their customers, has embraced these areas of focus to drive future thinking not just in food-to-go, but also within the entire store context.
Anna Bond, senior customer marketing manager at Fresh Food For Now Company, emphasized the importance of forecourt operators evaluating their offering as electric vehicles become more prevalent on the road, particularly with inner city regulations targeting carbon emissions.
“More and more drivers will spend longer periods at forecourts, and therefore, it is essential to provide quality offerings and facilities to create an enjoyable experience,” said Bond.
She added, “Additionally, with the dominance of all-day grazing among shopper missions, forecourt operators should focus on catering to a variety of mealtimes and occasions. Offering a wide range of on-the-go food options, including hot eats, chilled sandwiches, salads, and snacks, will provide consumers with choice and keep them coming back.”
