BP and David Jones Food launch new retail partnership

The department store chain is bringing its premium food range to a select number of service station sites in newly minted partnership

BP and David Jones have announced a new partnership that will see the retailer’s ready-made meals and fresh produce available at 10 BP service stations in Sydney and Melbourne.

The arrangement will bring together David Jones Food’s exclusive, high-quality range of more than 350 products which includes food-for-now and food-for-later options such as sandwiches, sushi and its popular free-range rotisserie chicken, plus pre-prepared meals and long-life groceries at select sites.

The new food offering will be rolled out over the next six months at strategically positioned sites around major arterials and key suburban regions of Melbourne and Sydney, with additional sites in BP’s network planned for a second phase. The retailer sees the partnership as a new chapter taking its premium food range into new markets to meet changing consumer behaviour increasing demand for convenience food as well as meals for later.

“Customers expect convenience and quality to go hand in hand, and our collaboration with BP enables us to share the David Jones Food offering with more customers than ever before,” said David Jones Food managing director, Pieter de Wet.

The service station chain is looking to anticipate the changing needs of customers around meal times and the increasing demand for food convenience. It’s part of enhancing the brand through strategic partnerships which “underpins our strategy to deliver market-leading fuels, technology, rewards and convenience offers to Australian consumers,” said BP Australia vice-president sales and marketing, Brooke Miller, in a statement.

According to the service station chain, studies show 48 per cent of consumers visit petrol and convenience stores for eating, drinking or snacking options between meals, meaning small-format convenience stores are playing an increasingly important role in the changing shopping habits.

“Multiple shopping missions will be catered for and BP’s high-quality offers won’t change; premium fuels will be available on the forecourt, the core range of drinks, snacks and café items will remain, and customers in a rush will be able to use the BPme app or a self-serve kiosk to beat the queue,” Miller said. 

David Jones and BP want to reflect and cater to the trend towards shrinking household sizes, more frequent shopping trips and varied mealtimes.  

“We are committed to the ongoing development of the range and together with BP see an opportunity to deliver an experience that fits with the busy lives and changing needs and preferences of our customers,” said de Wet.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.   

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