EG Group: higher shop spend after launching new ‘premium coffee’ at 267 Esso petrol stations
EG Group will serve Lavazza’s new ‘premium coffee’ at 267 Esso petrol stations in the Netherlands, Belgium and Luxembourg. With this ‘next step in premium coffee experience’, consumers will be enticed to spend more time at the petrol station, increasing shop spending, according to the company.
EG Group says it wants to take the coffee offering it has in its petrol stations to the next level. To this end, it has developed a new Lavazza brand coffee offering in collaboration with Premium Coffee Group AG and Franke Coffee Systems, among others. Not only has the coffee itself been revamped, the presentations, signage and coffee machines in the filling stations have also been taken in hand. The ‘new coffee experience’, as EG Group calls the result, will be launched in a total of 267 Esso petrol stations in the Netherlands, Belgium and Luxembourg. EG Benelux and Premium Coffee Group entered into a six-year partnership for the project.
Charging
The parties that developed the new coffee say they want to offer a high-quality offering that appeals to and appeals to modern, quality-conscious consumers. “Coffee brings consumers a moment of rest, allowing them to relax and recharge for a while while on the go,” explains Premium Coffee Group’s COO Sjoerd van den Dungen. “Coffee increasingly represents a lifestyle and consumers expect that experience wherever they are. In addition, offering a premium coffee experience entices consumers to spend more time at the petrol station, increasing in-store spending.”
Coffee Kiosk
At Esso petrol station ‘Honswijck’ on the A1 motorway near Muiden, a Go Fresh Lavazza Coffee Kiosk, the first in the Netherlands, has also been opened at the same time as a revamped Lavazza coffee island, as part of the renewal operation.
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