Wild Bean Café, BP&'s coffee counter, will eventually appear outside the company&'s forecourt stores, a senior executive has predicted.
Andrew Davis, trading manager at BP Retail, claimed research showed few customers realised that Wild Bean Café was a BP own brand. This meant the concept could be successful in its own right in other environments.
He added: &"Most people we have talked to think Wild Bean is a franchise.
&"I love the fact that they think it&'s got nothing to do with us. I think it&'ll end up outside BP.&"
Davies also said there was potential for further tie-ups with other retailers to enhance BP&'s in-store offerings.
&"If we wanted to target the market for late gifts, we could talk to Next about having a Next-branded display. Or we could put the WH Smith brand on news. This is something we already do with Halfords
on car care.
Andrew Davis, trading manager at BP Retail, claimed research showed few customers realised that Wild Bean Café was a BP own brand. This meant the concept could be successful in its own right in other environments.
He added: &"Most people we have talked to think Wild Bean is a franchise.
&"I love the fact that they think it&'s got nothing to do with us. I think it&'ll end up outside BP.&"
Davies also said there was potential for further tie-ups with other retailers to enhance BP&'s in-store offerings.
&"If we wanted to target the market for late gifts, we could talk to Next about having a Next-branded display. Or we could put the WH Smith brand on news. This is something we already do with Halfords
on car care.
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