How service stations are becoming retail destinations

Service stations are no longer just places to refuel or visit a restroom. Today, they’re evolving into dining destinations, offering experiences for both time-pressed travellers and those seeking a relaxing stop.

As customer expectations change, they’ve had to adapt, merging quick grab-and-go options with opportunities for a more leisurely dining experience.

Below, we explore some of these exciting changes and how they’re transforming the service station offering.

How EV charging is creating new opportunities

Electric vehicles (EVs) are reshaping service stations, with over 150,000 public charging points added across the EU last year, bringing the total to more than 630,000 – and that number is expected to keep growing, according to ACEA.

With charging times typically ranging from 20 to 50 minutes (depending on the charger type), service stations now have the opportunity to offer more to customers during their wait, including:

• Fresh, ready-to-eat meals – Suitable for those looking for a quick, healthy option before getting back on the road.
• Artisan coffee – Ideal for people looking for a more leisurely visit.
• Dine-in experiences – Perfect for those who are looking to stretch their legs and enjoy a sit-down meal.

In some European service stations, especially in France, customers can enjoy pre-prepared meals like freshly baked croissants or locally sourced delicacies. Larger UK service stations are also embracing this trend, with restaurants like Nando’s now offering full dine-in experiences.

Enhancing convenience with frictionless shopping

When it comes to the majority of those travelling, speed and convenience are everything.

With the increase of cashierless stores and frictionless shopping solutions like Amazon Go™, research from Zebra.com has shown that many retailers are redesigning their stores to accommodate order pick-up.

In fact, seven out of ten consumers now want more mobile ordering options. Service stations can tap into this trend by streamlining their grab-and-go experience, implementing fast, secure checkout systems for a seamless customer journey.

By placing products like cold drinks, snacks and fresh food-to-go in glass door refrigeration units near checkouts, service stations can make it even easier for customers to grab what they need on the move.

Meeting customer needs with layouts

Not all customers visiting a service station are in a hurry. Some may prefer to break up their journey, use Wi-Fi or enjoy a sit-down meal, especially on longer trips.

“In Europe, you will find customers heading to the site very fast, grab the food and return to their roads. In Africa, they spend the whole day, it’s a hangout place,” explains Amgad El Hanbaly, Corporate Head of Retail at OLA Energy.

To meet the needs of both types of customers, service stations should design their layouts to include:

• Impulse purchases placed near the till – Position snacks, chocolate and further incentives within easy reach to encourage last-minute buys.
• Designated areas for fresh food-to-go – Offering spaces for people to relax and enjoy purchased food, catering to those looking for a leisurely stop.
• Marked sections to aid shoppers – Grouping salads, sandwiches and fresh produce together for customers who prefer to browse.

According to Gridserve, 31% of people admitted they would prefer service stations to provide relaxing areas, and 18% are looking for independent cafés and restaurants. This highlights the need for service stations to cater to all types of customers, whether they’re grabbing a quick bite or opting for a more relaxed stop.

The psychology behind service station shopping

Filling up a vehicle is often seen as a necessary but dull chore.

However, when service stations go the extra mile by offering fresh, high-quality food and drinks, they can quickly turn an ordinary stop into a memorable experience. Even something as simple as a restroom break can become rewarding.

In fact, Moneybarn conducted research to rank the best UK service stations by the number of eateries, shops and EV parking, showing that key amenities can impact customer experience.

Investing in reliable commercial refrigeration for both grab-and-go and dine-in options not only ensures food safety but also elevates the overall experience. This encourages customers to stay longer and increases the likelihood of repeat visits.

How True enhances the service station experience

At True, we understand the importance of creating an engaging retail and dining experience.

Our commercial refrigeration and freezer units are designed to boost product visibility while keeping food safe and drinks cool. True’s glass door refrigeration units come with eye-level shelving and high-illumination LED lighting, ensuring key products stand out and encourage impulse purchases.

Whether you need in-aisle solutions like our True TVM range or larger capacity units to fit your floor layout, we offer flexible options to suit your needs.

For dine-in options, True’s flexible Gastronorm pan configurations in our TSSUs maximise space, streamline kitchen workflows, and allow for seasonal or time-of-day menu variety.

Alternatively, our TRCB units, which sit directly under grills and griddles, provide chefs with instant access to refrigerated storage at the point of cooking, making the most of available space.

Make your service station unforgettable with True

As customers expect more from their service station visits, there’s a real opportunity to boost sales, enhance customer satisfaction and create a more enjoyable experience.

Whether you’re aiming to elevate your grab-and-go section or expand your dine-in options, our energy-efficient commercial refrigeration and freezers are designed to make your products stand out, all while ensuring food safety.

Get in touch today to learn how our product range can elevate your service station.