BP has announced the pilot of a new and improved fresh food for now offer, that can be personalised to customers’ tastes, at 10 of its Wild Bean Cafes in the UK.
The new offer is part of BP’s drive for convenience growth, and joins classic Wild Bean Cafe menu items like the sausage roll and cheese & bacon turnover.
“We have been serving customers on the move for decades and are committed to meeting their evolving need,” Jo Hayward, VP convenience Europe, commented.
“As the energy transition progresses, we anticipate shifts in consumer behaviour, with customers spending more time on our forecourts charging electric vehicles. Our research has told us that these customers want great quality, tasty fresh food options and hot drinks when on the go - and that’s what we are giving them, when and where they want it.”
With over 50 per cent of BP’s customers in the UK now visiting its retail sites on a shop only mission, the company said the investment in new food offers is helping to meet the shoppers' changing needs.
This pilot is an evolution of the current Wild Bean Cafe heat-to-eat offer and builds on the learnings from a proof of concept made-to-order food offer that was tested at BP’s retail sites in Holborough and Byron in 2023. The company saw double digit increases in total Wild Bean Cafe food sales in the proof of concept cafes.
The new food to go proposition includes a broader range, improved breakfast offer and expanded lunch menu. It will be available at 10 Wild Bean Cafes in southeast England by the end of April and will continue to evolve throughout the pilot based on customer feedback.
The core hero range consists of the most popular menu items from the proof of concept cafes in Holborough and Byron. These include the fish finger sandwich (available on both white and rye bread), the avocado, halloumi and egg bap, the crispy herby chicken burger and the best-selling big breakfast bap.
The made-to-order breakfast and lunch options are also customisable to customers’ unique tastes, like switching up mild mustard mayo for spicy gochujang ketchup, choosing rye or white bread, or requesting a runny egg yolk.
Convenience is one of BP’s five strategic transition growth engines, along with EV charging, hydrogen, bioenergy, and renewables and power. By 2030, BP aims to double its convenience gross margin with 10 per cent year-on-year growth and increase its number of strategic convenience sites globally to more than 3,500.
