Since RoadChef’s forecourt on the M6 toll road opened in December 2003, business has gone from strength to strength as the new road becomes more popular with motorists.

But for the manager of the BP Connect-branded site, Beverley Hollings, it’s converting the main-building customers into forecourt customers that presents the biggest challenge.

“At the moment we’re only converting about 10% but we’re working on lots of things to make sure we get as many main-building customers onto the forecourt as well.

“The petrol station was open for six months before the main building, so when that opened, we noticed a drop in trade.”

Right now the BP Connect site is cashing in on a high-profile Nectar promotion with promotional material in the main building encouraging shoppers to head over to the forecourt.

Beverley, who has been in the motorway services business for 20 years, says fuel volume at the BP Connect site is rising and currently stands at about 300,000 litres a week, while shop turnover varies from £25,000 to £30,000 a week.