10 initial BP Stations to be receive the David Jones Food treatment
A partnership between fuel company BP and retailer David Jones will see the former’s service stations adorned in the latter’s branding and stocked with its premium food range.
Over the next six months, 10 sites strategically positioned around major arterials and key suburban regions of Melbourne and Sydney will be converted as part of BP’s convenience retailing transformation strategy.
The new range comprises more than 350 products, “including food-for-now and food-for-later options, as well as a diverse range of fresh items such as sandwiches, sushi and David Jones Food’s top-selling free-range rotisserie chicken, plus pre-prepared meals and long-life groceries”.
“The traditional service station offer of today will not fulfil the retail customer needs of tomorrow,” BP Australia vice president sales and marketing Brooke Miller says.
“Enhancing our brand via strategic partnerships underpins our strategy to deliver market-leading fuels, technology, rewards and convenience offers to Australian consumers.
“The new stores will invite customers to explore the future possibilities of retail convenience in Australia.
“Drawing on the very best of each partner, the contemporary design will be ideal for our customers to shop the fresh, vibrant David Jones Food range or enjoy BP’s Wild Bean café.
“Multiple shopping missions will be catered for and BP’s high-quality offers won’t change; premium fuels will be available on the forecourt, the core range of drinks, snacks and café items will remain, and customers in a rush will be able to use the BPme app or a self-serve kiosk to beat the queue.”
Read about RFNSW’s partnership with BP, here
David Jones Food managing director Pieter de Wet adds: “The launch of this partnership marks an exciting new chapter for David Jones Food.
“Consumer behaviour is changing and demand for fresh, food-for-now and food-for-later options continues to grow.
“Customers expect convenience and quality to go hand in hand, and our collaboration with BP enables us to share the David Jones Food offering with more customers than ever before.”
The partnership is said to reflect the evolution of convenience retailing and global urbanisation trends.
Insights garnered from the initial 10 sites will inform the next phase of development for the partnership, with BP and David Jones aiming to expand the offer to additional sites within BP’s national retail network.