Inside Shell’s first Shell Café, Netherlands 

Date : 21 April 2021

Charles Chan

Senior Retail Analyst

We look inside the first Shell Café concept located along the A16 motorway in Hendrik-Ido-Ambacht, Netherlands.

Our view

Fuel remains the primary mission at forecourts, but a relevant food offer can convert ‘just for fuel’ missions to more regular in-store purchases. In Europe, for example, coffee is a very important mission, often an everyday routine purchase, so getting this right is vital.

With visit frequency higher at convenience stores, product range and offers should be more time-sensitive to create a sense of individuality and surprise. The flexibility of the convenience channel means that businesses have a fantastic opportunity to test and develop new formats, reach new types of shoppers and roll-out initiatives at scale quickly.

Shell has redesigned Sandelingen Oost station to focus on fresh food

Source: Shell

A great example of meeting different needs at different times of the day

The food menu takes into account the different times of the day shoppers are likely to visit, offering products such as brioche buns, apple pies, hot meals, rice bowls, luxury lunch rolls, and savoury and sweet snacks.

Source: Shell

Source: Shell

New Shell Café coffee blends, self-checkouts and modern seating area for the future…

Source: Shell

Source: Shell

Source: Shell

Source: Shell

“a place where you want to be, instead of a place where you have to be”

Hilmar van den Dool, Shell’s General Retail Manager for Benelux and France, said, “Guests experience a completely different experience. Not a traditional pump shop, but a modern Shell Café. […] a place where you want to be, instead of a place where you have to be. That is how we see the station of the future […] in the changing world of mobility, the Shell shops will fulfil a different function.”

What next for Shell Café?

The Shell Café format will be rolled out to other motorway locations from Q3 this year. In five years’ time, the retailer expects its key locations in the Netherlands will be trading as Shell Cafés. The retailer continues to invest in fast charging points. At the end of this year, Shell will have around 250 Shell Recharge charging points at its stations in the Netherlands. This is part of Shell’s wider ambition to increase its EV charging points from 60,000 to 500,000 globally by 2025.

More about Fri-Jado

Shell partnered Fri-Jado to launch the Shell Café format. Fri-Jado develops and manufactures solutions for preparing, presenting and preserving hot and cold food products. Its equipment is used by supermarkets, convenience stores, fast-food restaurants, butchers, specialty stores and petrol stations in 70 countries.

Other Shell developments: Malaysia and UK

At a transportation hub in Kuala Lumpur, Malaysia, Shell recently opened the first deli-by-Shell standalone store that focuses on food-to-go (and does not offer fuel). While in the UK, Shell and Costa Coffee have launched an exclusive Black Forest Hot Chocolate.

Want to know more about convenience retail and food-to-go?

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