BP pilots made-to-order food offering at select Wild Bean Cafes
BP has launched a trial of a new and improved fresh food for now offering that can be personalised to customers’ tastes at 10 of its Wild Bean Cafes in the UK.
An evolution of the current Wild Bean Cafe heat-to-eat offer, the move 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 and led to double-digit increases in food sales at the sites.
Subscribe to TRBThis latest proposition includes a broader range of food, an improved breakfast offering and an expanded lunch menu which will be available at 10 Wild Bean Cafes in southeast England by the end of April. The range will evolve throughout the pilot as BP in line with customer feedback.
Jo Hayward, BP vice president of convenience Europe, said: “We have been serving customers on the move for decades and are committed to meeting their evolving needs. 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.”
Customers at the stores will benefit from a variety of promotions, including breakfast and lunch, food and hot drinks bundle deals and a sweet treat deal. BPme loyalty card users will also be treated to special offers, including five times bonus points when they purchase the new made-to-order Wild Bean Cafe range.
Convenience is one of BP’s five strategic transition growth engines. The company is aiming to double its convenience gross margin with 10% year-on-year growth and increase its number of convenience sites globally to more than 3,500.
