Forecourts no longer rely solely on petrol to drive footfall
12 June 2014
Forecourt stores are experiencing growth, with a 2.7% increase in store numbers since 2013. This is being driven by the symbol and independent multiples as they look to take advantage of the value that forecourts can deliver from the convenience store aspect.
We have seen “fuel only” shops decline as more and more shoppers are looking to their local forecourt store as a destination for food-to-go and top-up. In fact, 13% of forecourt shoppers we spoke to as part of our convenience research study this year did not even own a car.
Location plays a pivotal role in forecourt shopper missions and usage patterns. Understanding the segmentations of forecourts is crucial in understanding what the right product offer is to meet shopper needs. Transient locations, for example, are destinations for food-to-go and coffee, whilst neighbourhood stores are, in some cases, the ‘local convenience’ store for local shoppers so top-up is the main mission.
Within FTG, the importance of recognised foodservice brands cannot be understated as shopper’s are increasingly looking for quality and value cues and the reassurance that these brands provide.