Booker is bidding to grow its Premier symbol fascia into a £1bn business by targeting the forecourt sector with a dedicated format.

The fascia, the biggest in the UK with 2,735 stores, currently turns over around £800m.

Although Premier already has around 100 stores on forecourts, this is the first time the fascia has launched a format specifically for the sector.

The new look includes a new strapline ‘food & fuel’ as well as a toned-down cream colour for the inside of the store. Booker has also introduced a ‘forecourts best sellers’ range, new meal deals for breakfast, lunch and dinner, as well as value and price-marked lines.

The first store with the new look has been trialled for the past eight weeks by Falcon Sharma Group at its Ward End BP-branded petrol station in Birmingham. Owner Kumar Sharma said that since the relaunch, sales had increased by 60%. The group has 10 sites, and Sharma said he now planned to roll out the Premier fascia across his estate, with three set to be refurbished by Christmas.

“The feedback from shoppers has been good,” he said. “They are buying more items and a greater mix of products. Before, sales were geared towards cigarettes, but now they are shopping all the way around the store.”

Head of Premier Martin Swadling added that Booker had decided to launch Premier on to forecourts because forecourt shoppers were increasingly looking for value.

“The market moved to us,” he said. “Before, forecourts were able to charge a premium for products, but now shoppers are looking for value and strong promotions.”

Value will be emphasised throughout the forecourt format with promotional information on the forecourt, at the pump and throughout the store.

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