Forecourt Trader - 30 years at the heart of the fuel retailing community
Subway boost for Fraser Group
Published:  15 July, 2010

The Fraser Group has carried out a refit of its Carterton site in Oxfordshire in a bid to capitalise on developing its food

to go offer.

The retailer, a former Forecourt Trader of the Year, carried out extensive research with The Cog Research and Marketing Ltd in order to determine the best areas to develop in the store. The research also involved discussions with consumer groups from two audiences: RAF personnel from the nearby Brize Norton airbase and local housewives living within a quarter of a mile of the store.

The research discovered that the 24 hour site offered a significant opportunity to capitalise on developing the existing food to go offer and deliver a more focussed approach on meals deals and promotions.

With help from the Development Department at Capper & Co, the store has since got a new layout and introduced as new Subway and associated seating area in the store. In addition, higher gondolas have helped maintain shelf space while upgrading the store imagery helped reflect the latest colour schemes and design ideas. Meal deal activity has also added on frozen foods and take home chilled foods.

According to Capper & Co, store sales performance has shown an impressive 5% increase year-on-year during the six week period since the launch of Subway at the site.

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