bp food for now offer

As part of its bid to double its convenience gross margin with 10% year-on-year growth by 2030, BP is piloting made-to-order hot food to go at 10 Wild Bean Cafes in the UK.

With over 50% of BP’s customers in the UK now visiting its retail sites on a shop only mission, and with customers likely to spend more time on forecourts with the transition to electric vehicles, the company recognised that there was a big opportunity to improve its food to go offer. The new breakfast and lunch options have already proved a success at the firm’s ‘proof of concept’ cafes in Holborough and Byron where they were introduced last year. Products include the fish finger sandwich; the avocado, halloumi and egg bap; the crispy herby chicken burger; and the best-selling big breakfast bap. The made-to-order breakfast and lunch options are also customisable to customers’ individual tastes, like switching up mild mustard mayo for spicy gochujang ketchup, choosing rye or white bread, or requesting a runny egg yolk. The new additions will join existing Wild Bean Cafe menu items like the sausage roll and cheese & bacon turnover.

The new proposition will be available at 10 Wild Bean Cafes in southeast England by the end of April 2024 and will continue to evolve throughout the pilot as BP receives customer feedback. Customers who visit these stores will benefit from a variety of promotions, including breakfast and lunch, quality food and hot drinks bundle deals and a sweet treat deal. BPme loyalty card users will also enjoy special offers, including five times bonus points when they purchase the new made-to-order Wild Bean Cafe range.

Jo Hayward, VP 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”.

Convenience is one of bp’s five strategic transition growth engines, along with EV charging, hydrogen, bioenergy, and renewables and power. By 2030, BP aims to increase its number of strategic convenience sites globally to more than 3,500.