Threshers pushes petrol station business
operations in the petrol station forecourt sector, part of its move
into a wider range of markets which also includes leisure centres
and students' unions.
With legislators clamping down more heavily than ever on drink driving in the UK, the news that leading drinks retailer Threshers is to open more than 30 petrol station forecourt outlets by the end of the year is likely to receive a mixed reaction.
Petrol station stores have become increasingly sophisticated and widespread over the last few years, with food retailers such as Tesco, Sainsbury and Budgens all moving into this lucrative business area in a big way.
Petrol stations now play a dual role for many consumers, offering not only the chance to fill up with fuel, but also the ability to top up the weekly shopping with an increasingly broad selection of products.
It was only a matter of time, therefore, before these outlets began to stock alcohol alongside confectionery, newspapers, milk and sandwiches - although the road safety implications of such a move are far more widespread.
Threshers, at least, is undaunted by any potential concerns, and has in fact been operating on 185 BP petrol station forecourts for some time. The latest partnership, with forecourt operator Snax 24, will add a further 30 outlets to this increasingly important part of Threshers' business, which also includes railway stations, student unions and leisure sites across the UK - some 250 in total.
Maureen Gilbert, head of strategic partnerships at Thresher, said that the move into this, and other, retail areas was part of the company's strategy to broaden its consumer base and move away from traditional high street locations.
"Threshers is a very consumer driven business. Exploring the opportunities that lie away from the brand's traditional home in the community is something we are increasingly focusing on as part of our development. Existing partnerships are working very well and we hope to be able to announce more interesting moves for the consumer, offering a more rounded offer, in the near future."
In reality, the drink drive implications of selling alcohol on petrol station forecourts are no different than selling it through any other store. So many retail outlets are out-of-town these days that consumers are obliged to take their car there in the first place, and no-one would suggest that this had implications for drink driving.
What this move does show is that the lines are becoming increasingly blurred between the supermarkets and specialist retailers, with many of the latter beginning to encroach on the one-stop shop format so successfully pioneered by the multiple grocers.
Threshers now offers ready meals and video cassettes alongside its traditional alcohol and snacks range, and has taken an innovative - and thus far successful - approach to the convenience store sector which other niche players would do well to emulate.
