Thursday, June 10, 2021

Burger King and Popeyes both begin Installing EV Charging Stations


That’s right, looking a customer ahead, Restaurant Brands Iberia (RB Iberia) is going to install 400 charging points for electric cars at almost 200 Burger King and Popeyes shops in Spain. Later, the cooperation could be extended to Portugal. Now that’s some new electricity.

According to a press release and news reports, “The Spanish energy supplier Iberdrola has reached an agreement with the company.  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, “Restaurant companies need to think like Amazon, everyday is ‘Day One’ Electric Vehicles are here.  It’s time to invite them and the owners into your restaurants.  There is no better welcome than having a EV charging unit available for them.”

Burger King and Popeyes will get a mix of DC chargers with 50 and 150 kW and AC chargers with 22 kW capacity is planned, according to the company. The new agreement is part of Iberdrola’s plan to build a total of 150,000 charging points by 2025, mainly in Spain. The exact distribution of DC and AC chargers is not clear from the announcement. However, with 400 charging points at 200 branches, it is likely that there will only be one charging point per car park with two charging points each – i.e. either AC or DC, probably not both.

Since this agreement that has now been concluded; it is exclusive for the next ten years, meaning that no charging points from other operators may be built at RB Iberia. Iberdrola will take over the installation and operation of the charging points. Customers will be able to use the chargers via the Iberdrola Public Charging App, which will also be used for billing.

According to the Iberdrola announcement, RB Iberia also plans to install up to 100 charging points per year at newly built restaurants. However, the possible expansion to Portugal in a second step is only mentioned in the communication and not backed up with exact targets.

Alfonso Calderón, commercial director of Iberdrola Spain, described RB Iberia as an “excellent ally to move forward in implementing solutions for the electrification of transport”. Are you looking a customer ahead?

How is your brand building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, music, developing brands, unique urban hemp clothing, grocerant positioning, EV Charging Stations fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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