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