EG Group is a leading independent petrol forecourt and retail convenience operator who owns and manages an extensive network of circa 6,000 sites across ten international markets in Europe, USA and Australia. The business operates out of Waterside Offices in Blackburn in Lancashire, United Kingdom. The corporate facilities serve as a global shared service centre and the UK market head office.
Founded by siblings, Zuber and Mohsin Issa in 2001, Euro Garages (now known as EG Group), quickly grew from a single site in Bury, Greater Manchester to being a national UK operator with an impressive 400-site network. What followed was an impressive international expansion programme into Europe (France, Belgium, The Netherlands, Luxembourg, Italy and Germany) followed by significant acquisitions in the USA and Australia.
In essence, EG Group is dedicated to serving the convenience needs of today’s busy consumer. Whether it is Grocery and Merchandise, Food Service or Fuel, EG Group is recognised for making products and services accessible from modern site facilities, which provide excellent welfare to users – ample free parking, washroom facilities, disabled support, free wi-fi, seating areas, security, well lit and signed facilities.
To support this consumer centric approach, EG Group set out to introduce a self-serve, world-renowned coffee brand available around the clock. The coffee category is integral to the convenience offer expected by transient customers. Given sites are very busy, with large footfall, speed of service was a vital factor in choosing the branded coffee offer solution.
Starbucks™ ‘We Proudly Serve‘ concept was the perfect fit for EG Group and as one of the worlds most recognised brands, it complimented and added value to EG Group’s existing in store brand partnerships. The self-serve machines, calibrated to Starbucks’ own specifications, meant that consumers received the same consistent, great tasting premium beverage they would experience in a Starbucks™ store, without the need for a barista.
The Starbucks™ machines offer over 100 drinks per day, with the speed of service required to deal with peak rush-hour periods, when sites are typically most busy. The concept is easy to clean and maintain, which makes it perfect for EG Group sites to maintain daily and allows the service to run smoothly.
The drinks menu includes all the traditional Starbucks™ beverages and the option of two beans; the Starbucks signature dark roast and the lighter more mellow Blonde Roast. Consumers can add an additional shot of coffee or flavoured syrup to their beverage, customising the drink to their personal preference. Seasonal drinks are also offered throughout the year, such as the Toffee Nut Latte at Christmas, served in the iconic red Starbucks™ Christmas cups. Iced coffees are also available as the perfect cool down in warm weather.
Specially designed furniture units create the look and feel of a Starbucks™ store, on a unit that makes maximum use of limited floor space. It also allows for the machines to be placed in the ‘fast-lane’ between the consumer entrance and the till point.
Selecta™ have supported EG Group with a team of Coffee Ambassadors providing daily support on a site-by-site basis. In addition to auditing the machines, the team of nine ambassadors ensure that staff are trained to operate the machines and stay in regular contact with Area and Site Managers to solve any issues.
With all the Starbucks™ machines linked to telemetry, the Selecta team can manage stock levels, sales performance and machine issues in real-time, with all machine maintenance carried out by Selecta’s own in-house technical team.
Over the last 5 years, the EG Group and Selecta partnership has seen year on year growth in sales, in addition to expanding the number of Starbucks™ ‘We Proudly Serve’ machines to circa 400 sites across the UK. More recently, we have worked in collaboration to increase the percentage of consumers who come onto site to buy a Starbucks™ beverage, through several data-driven initiatives.
In 2019, EG Group and Selecta worked in partnership to create the ‘EG Coffee Club’ loyalty program. After a successful in-store launch, the EG Coffee Club now has over 125k members, all receiving their 6th drink free in addition to bespoke offers and a number of competitions throughout the year.
In 2020, EG Group served over 6.8 million cups of great tasting Starbucks™ to its consumers.