Good start for Fareplay
The new Fareplay concept for forecourt convenience stores launched by Statoil Ireland has already generated increased food sales at these stations.
A total of 33 forecourts across the Republic now have Fareplay shops, and this figure is set to rise to more than 50 during 2001.
Over the next four years, the company is due to invest more than IEP 80 million in the new concept.
Advertising campaigns have been run by Statoil to promote the Fareplay launch this autumn.
Public affairs manager Martina Byrne says that hot food sales increased by over 11 per cent in the month after the public launch of Fareplay. All Fareplay shops are performing above target, in some cases as much as 40 per cent.
According to Tony Murray, managing director of the Irish subsidiary, the Fareplay concept represents an effort to "think outside the box" and offer customers what they want – not just what the company was used to giving them.
The new stores represent a modern variant of the convenience shop, and their range includes a broad array of hot food, sandwiches and groceries. They are primarily located in large cities and towns.
Statoil currently has more than 300 stations in Ireland, including 230 operated by dealers and 70 owned by the group. The latter include the Fareplay forecourts.
A total of 500 new employees have been taken on by the station network so far this year.