Visiting motorists should be aware of the new range as soon as they arrive at the forecourt. The concept is well-communicated both inside and outside with external signage on pumps, bollards and windows, and posters, bunting and balloons in store. A recognisable face to millions of UK shoppers, Jamie Oliver features heavily in promotional materials helping the new brand to benefit from his trusted reputation for down-to-earth, healthy and tasty food.
In-store presentation
The new range is presented in a counter directly opposite the store entrance (formerly a deli2go counter) and a chiller cabinet nearer the checkouts. The new branding is lighter, brighter and more modern than deli2go which certainly helps to communicate the change in Shell’s food-to-go offering.
The counter was an existing feature of this store so may not be introduced to smaller sites, however here it enhances the perception of freshly prepared food. A selection of hot food-to-go items including traditional pastry goods as well as a premium hog roast sausage roll, new chilli and curry hot pots, hearty wraps and toasties and a range of breakfast items are served from the counter, alongside cakes and pastries.
The Food
Fruit and veg snack pots, salad bowls and even sushi now sit alongside traditional favourites such as the substantial BLT Triple (now with black pepper mayo) demonstrating Shell’s desire to broaden its food-to-go appeal to new customers. Premiumisation, lighter options and new product formats extend into breakfast too, with a new egg, bacon and beans hot pot (also a vegetarian version with eggs, beans, mushroom and spinach), two varieties of porridge and a bacon roll with tomato chutney, amongst other hot and cold dishes.
Traffic light labelling is clearly visible on packaging and according to Shell, 60% of the range is now green or amber rated, helping customers choose healthier options.
