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BP to invest millions in BP Express upgrade

Nov 8th 2012, 07:32

BP to invest millions in BP Express upgrade

BP, one of SA’s top fuel retailers, has announced that it will be investing significantly over the next three years on its BP Express upgrade project, which will entrench the petroleum company’s position at the top of the retail convenience channel and ensure South African consumers continue to enjoy convenience shopping innovation.

Already an innovator with the successful Wild Bean Café brand, the project will see the introduction of Fresh, a new food range with an emphasis on fresh fruit and vegetables, baked goods, home-meal replacements and grab ‘n go meals for busy commuters. Fresh stores will be located at non-residential BP service stations, while Pick n Pay Express stores will be situated at BP forecourts in residential areas.

Year-on-year, there has been a 25% increase in sales for BP Express stores, which includes the popular Wild Bean Café coffee and confectionary offer. BP is now tracking 7.4% ahead of the national retail convenience sector, and the introduction of its Fresh stores is likely to see this lead increase.

Troy Maidwell, Head of BP Convenience says Fresh is the logical evolution of the C-store.

“Gone are the days when consumers were happy with limited ‘dashboard dining’ – an emphasis on healthy eating and the resurgence of home cooking means they want fresh produce and quality ingredients to be available 24/7, which is exactly what Fresh will provide.”

“One of the aims of the upgrade project is to institute power efficiency wherever possible and to offer our customers Wi-Fi so they can keep in touch no matter where they are,” says Maidwell.

Maidwell believes that the multi-million rand upgrade will have positive spin-offs. “BP Express will become the convenience store that offers the best fresh costumer solution in the industry. We are confident that we will extend our foothold as the most recognised and preferred petroleum brand in South Africa.”

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