Global
grocerant niche growth is one of the undercurrents driving legacy fresh food
retailers to rethink just how they do what they do according to Tacoma, WA
based Grocerant Guru® Steven Johnson of Foodservice
Solutions®. Nowhere is it more
apparent than with Netherlands based Shell Select.
Just in
case you did not know Shell as a brand and its iconic logo is found in more
locations than Starbucks or McDonald’s around the world.
No after testing Shell Select Deli by Shell is setting the bar high
for itself as it pursues increasing the profit contribution of its non-fuel
business to 50 percent.
István
Kapitány Executive Vice President Shell Global Fuel Retail reported that he has until 2025
to reach the 50-percent mark from an undisclosed current figure. He
acknowledges the profit goal is aspirational.
“We are always
adapting our retailing capabilities to the changing world and believe it is a
great opportunity for us because of the scale and size of the business,”
Kapitány
continued. “Some markets are close to the 50-percent goal and some are far
away, but one of the benefits of Shell’s global scale is that we can learn from
each other. Whatever works in one country, we can transfer that knowledge to
another country.”
For one
example, the company operates a service-oriented concept called Shell Select in
The Netherlands that is comparable to Wawa convenience stores in the United
States. Shell’s operating model in the U.S. is different than The Netherlands,
but the company is looking to make changes that would facilitate expansion of
the Shell Select concept in the U.S.
“I would
say that Shell Select in The Netherlands is kind of like the top-end food and
coffee convenience place to go in the market, similar to a Wawa. We’re looking
at how we bring that Shell Select concept to the United States,”
Is your
company Looking A Customer Ahead? How do you plan to expand your business? Are you going to continue to do what you have
always done and do it the same way? How
is that working for you today?
For
international corporate presentations, educational forums, or keynotes contact:
Steve@FoodserviceSolutions.us the Grocerant Guru® at Tacoma, WA based
Foodservice Solutions®. His extensive
experience as a multi-unit restaurant operator, consultant, brand / product
positioning expert and public speaking will leave success clues for all. Visit:
www.FoodserviceSolutions.us for more
information
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