Southern Coastal NSW and South Australia are next in Caltex’s sights, as the company prepares to launch its sixth and seventh Foodary outlets in Holden Hill and Bomaderry this week.
The Holden Hill site in South Australia will launch this week on Thursday in the newly made-over Foodary form, while the new Bomaderry site will open on Friday on its Princes Highway location, taking in tourist and professional traffic.
The new outlets will be partnered with Boost Juice in store, in keeping with the Foodary formula for entering into partnerships with various fresh food chains at each store.
Bomaderry sits inland on the Shaolhaven River, near the tourist town of Nowra, while the suburb of Holden Hill is NW of Adelaide City.
This month Caltex opened its fifth Foodary site, the first franchisee outlet in the chain, in Horsham, Victoria.
C&I Week recently spoke to a spokeperson for Caltex to find out more about the Caltex Foodary mobile app, and how it can bring a bricks and mortar store to the customer and improve their overall retail experience.
How does The Foodary mobile app bring the retail experience to the customer?
Essentially by making it quicker and easier to pay for fuel and order coffee and food via The Foodary app.
After downloading and registering on the app, linking it to their credit card, customers can put in their coffee or food order as they leave home, setting the time they wish to pick it up, drive by Caltex and fill up with fuel.
How does it stand out in comparison with other retail apps?
One element unique in the Australian market is the ability to seamlessly pay for fuel at the pump via the app. Nothing to scan or a code to enter, customers simply open the app, enter the pump number they are using then press pay and leave, the receipt is sent via email.
In terms of food, the customer can order ahead or on the spot to miss the queue. Like a good barista, it remembers your previous food and beverage orders for easy re-ordering. It also has a store locator.
Is the app leading the way for other C-store app designers? What example does it set?
Caltex used an agile approach to develop the app, while this isn’t especially different, the team was also disciplined on their focus on what the compelling ‘event’ is for the customer, one that really helps their day.
That focus carried through when the app was developed for use using Human Centred Design, the observations and insights from the initial phase that used a basic prototype. This was quickly brought to market and tested during the pilot phase.
While some of the functionality already exists in various ways in the Australian market, the fuel pay element is the first integrated and seamless experience for local consumers.
Are there plans to develop the app further?
Yes Caltex has plans to develop The Foodary app further to ensure the experience for the customer is even more straightforward and integrated with elements like the Star Card.
It will be rolled out more widely with the expansion of The Foodary concept by Caltex.
For retailers who want to develop their own app, any advice?
The team at Caltex began with the customer and what they need, they also linked the app’s development and rollout to convenience, a key element of the company’s vision and strategy that is being brought to life for Australian consumers with The Foodary convenience stores.