More than 100 independent BP retailers have expressed interest in the company’s new Essentials convenience offering, launched at the recent BP dealer convention in Athens. The new offer will operate alongside the Wild Bean Café concession, and form part of BP’s new Advanced Dealer Offer which includes fuel and the Nectar loyalty scheme. The company describes the package as a "market-leading combination of assets". The Essentials brand is designed to enable BP’s independent network to benefit by sharing in the marketing, operational and trading benefits of a more consistent look and feel in-store across the network.
"We don’t believe there’s another branded roadside destination in the market with such a well-integrated set of advantages for both operators and customers," said BP fuel operations manager Pete Molloy. "Convenience shopping continues to grow each year and independent forecasting suggests that the convenience market will grow at the rate of five per cent per annum over the next five years.
"That represents an opportunity fuel retailers really need to be best placed to optimise. BP Essentials provides an option to partner with BP convenience retailing expertise and brand credibility."