Shell expands non-fuel offer with premium coffee in Europe

Shell is taking the next step to develop its non-fuel offer and is launching the Shell Café brand – a new cafe and gastronomic concept offering premium coffee and barista service. Since mid-August, Shell Café has been available at 237 Shell stations in Poland and selected markets in Europe. More Shell Café points will be opened in the coming months.

“The introduction of a new concept – Shell Café – marks a new stage in the development of the Shell brand and proves our commitment to the development of the network and improvement of the offer. Our goal is to provide our clients with the best possible experience,” says Oleksandr Koliakin, CEO, retail market director, Shell Group.

As part of its development strategy, Shell Retail has set itself an ambitious target, according to which by 2025, 50% of its margin will come from non-fuel products and services.

Shell stations are becoming multifunctional points that allow customers to handle many matters in one place. In addition to refueling the car with high-quality Shell V-Power fuel or trying products from the gastronomic offer, you can pick up a DHL parcel at over 250 stations, and use InPost parcel lockers at 130 points. In selected locations there are showers and laundries for truck drivers, and for parents with children, play areas and changing tables.

A Shell survey of more than 10,000 customers in five European countries found that coffee is one of the top reasons for stopping at Shell stations in some European markets. Changes in mobility trends indicate that customers are likely to look for additional benefits and convenience at the stations. Therefore, the company decided to use and expand its experience in selling coffee by introducing the Shell Café brand.

According to a study by SW Research carried out on behalf of Shell Polska, 86% of respondents drink coffee every day, of which 26% drink three coffees a day. 40% of the respondents drink it in the morning between 6.00 and 10.00. 

Interestingly, as much as 80% lovers of black coffee drink coffee “in the city” of which 41% buy it at petrol stations, 46% of respondents also admit that for this purpose they visit petrol stations at least once a week. The natural consequence is the fact that gas stations expand their café and gastronomic offers and introduce new, improved coffee brands. Especially that quality is more and more important to customers. For 78% of respondents, the most important factor in assessing the quality of coffee is its aroma and aroma, for 76%, taste, and for 37%, type.

Shell Café will test new food and drink options. The first product to be introduced will be Shell Café’s own blends available at selected stations in Poland. The company has obtained two brand-name blends of roasted coffee from the beans:

• ESPRESSO, made up of 80% arabica and 20% robusta, from Southeast Asia and Central South America
• LUNGO/AMERICANO, 100% Arabica, from Central South America

Shell Café is not only about premium coffee. It is also a grocery, with an expanded offering including croissants and own-brand sandwiches. The interior of the station is also changing. The hospitable café environment will provide customers with a comfortable rest before their onward journey.