A first for the convenience industry, fresh food is on the menu at bp Merrifield in Melbourne’s North, as the resource giant launches healthier, made-to-order food at their Wild Beans Café.
Located 40 minutes north of Melbourne, the Mickleham site is the first to be selected to feature the new Wild Beans menu, delivering on the promise of “real food, real good, real fast”, says Matt Elliott, Vice President of Mobility and Convenience for Australia and New Zealand at bp.
“Out of our 1,400 stores across Australia, we chose Mickleham to trial our new menu for a number of reasons. It has a strong sense of community, its residential and commercial development is growing, and it’s close to major highways.
“Our new food offering is designed to have wide appeal to people in the area, whether they’re tradies wanting a hearty lunch, busy parents needing to refuel on the go, or Aussies needing sustenance before heading off on a road trip,” says Elliott
Freshly prepared food isn’t the only new thing on the agenda at bp Merrifield, with new interiors featuring white tiling and wooden accents unveiled to reflect the fresh, café-style atmosphere.
The simple menu will include sourdough toasties, loaded fries, and roast chicken with a choice of salads, all to be freshly prepared on-site.
“That’s our aim – to offer freshly prepared, quality food that’s value for money and easy to eat for busy people on the go,” says Elliot.
The pilot program will run for six months at Merrifield before bp rolls out the new menu across its nationwide network. Elliott says bp is constantly driving change in the highly competitive convenience sector.
“Getting our food offering right is an important part of our growth strategy and it’s great to see Mickleham playing a role in our future plans.
“The feedback we’re getting from Merrifield will help us to create the next generation of bp stores, with retail innovation at the forefront,” he says.
To stay up to date on the latest industry headlines, sign up to the C&I e-newsletter.