EG On The Move (EGOTM) is the latest forecourt operator to experiment with a proprietary-branded food to go offer – with four of its sites switching from Delice de France La Bakery to its own Bill’s Bakery colours in the new year.
The Top 50 Indie says that the initiative will see its in-store bake-off proposition simplified with around 20% fewer SKUs, more aligned to Greggs.
The existing Cuisine de France package has only been in place at EGOTM for less than six months, but the operator wanted a “more accessible, less fancy” offer, says its marketing manager Mumtaz Ismail.
“Our customer is white van man,” explains Ismail. “They want to pop in to pick up a pastie and coffee, and the feedback we have received is that they want a complete new rebrand and range refresh,” she says.
The new range will include Bill’s Coffee, made from arabica beans. It will focus on the stores’ “most loved items”, including sweet and savoury lines which will still be supplied by Delice de France. It will feature everyday favourites such as eight-inch sausage rolls, and steak and cheese & onion slices.
It will include limited time offers and new arrivals such as the Chip Shop Chicken Curry Slice, a Beef Chilli & Cheese Slice, and a variety of freshly prepared pizza slices.
The dessert menu has also been enhanced, retaining customer favourites like Belgium Buns and Cinnamon Swirls, while expanding the donut collection with improved recipes and two new flavours: Bubblegum and Cotton Candy. “A timeless classic, the Yum Yum, will also join the line up at launch,” says Ismail.
Significantly, 95% of the sandwich range has been replaced to make way for a new focus on freshly baked filled baguettes, breakfast sandwiches, and filled soft rolls, as well as salad boxes: all prepared in store daily “to ensure maximum freshness and quality”.
The hot snacks and sides range has been streamlined by 70%, making way for “an upgraded selection of customer favourites such as seasoned wedges, chicken tenders and hot sandwiches”, alongside new options including soup, Chicken Curry Balls, Battered Chicken Balls and Breaded Mozzarella Sticks.
Ismail says: “This comprehensive menu reflects Bill’s Bakery’s commitment to delivering exceptional quality, improved freshness, and a more focused range that caters to modern customer preferences.”
It the trial is successful at the initial outlets at Wyberton in Lincolnshire, Stowmarket in Suffolk, City Services in Liverpool, and at Cobalt Business Park in Newcastle, it will be rolled out to another 46 sites which do not currently have bake-off, says Ismail.
Other operators have also been putting their own touch on their food to go range over the past year, with fellow Top 50 Indie Park Garage Group replacing Greggs with its own Bakery 79 brand. While recognising the popularity of Greggs, it wanted to be more in control of adapting its range to its customers, while not having to pay a percentage of every sale to the bakery chain and food to go retailer.
