BP is piloting a new and improved fresh food for now offer at 10 of its Wild Bean Cafes in the UK.
The new food, which will be available in stores by the end of April, includes a broader range, improved breakfast offer and expanded lunch menu.
The core selection features customisable options such as a fish finger sandwich; an avocado, halloumi and egg bap; crispy herby chicken burger; and its best-selling big breakfast bap.
As over 50% of BP’s customers in the UK now visit its retail sites on a shop only mission, the investment in new food offers looks to help meet changing consumer needs and supports the retailer’s drive for convenience growth.
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The pilot is an evolution of the current Wild Bean Cafe heat-to-eat offer and builds on the findings from a proof of concept made-to-order food offer that was tested at BP’s retail sites in Holborough and Byron in 2023.
The retailer saw double digit increases in total Wild Bean Cafe food sales in these proof of concept cafes.
The cafe’s featuring the new offer include BP’s stores in Cranfield, Boreham, Cranford, Oaktree, Rowley Mile, Godstone Road, Ewell, Haberden, Stonebridge and Breakspear.
BP VP convenience Europe Jo Hayward 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”.
