Metro Petroleum unveils new Mr Whippy concept store

Metro Petroleum has unveiled its new-look site at Birrong, featuring prominent pink colouring and Mr Whippy branding.

When choosing the location, Andrew Sylvester, Buying Group Manager at Metro, said the site was selected due to its close proximity to numerous schools, with three within walking distance.

“We took a calculated risk that this location would be successful based on the demographic. We were not relying on the previous performance of the site as the look and feel has change substantially since Metro Petroleum has taken over.”

Metro Petroleum Birrong is a redeveloped location that is new to the Metro network. It has undergone a substantial upgrade and the site, which features a distinctive Mr Whippy look and feel, is expected to be a permanent addition.

“Metro Petroleum is the fuel focus under the canopy, and we maintain the Metro Zone branding on the shop. Our Petit Coffee offer and our Mr Whippy Slush offering is also available. The colour of the external and internal is such that it ‘draws’ people to the Mr Whippy offering.  

“We have also integrated new technology into convenience with the addition of the digital screes built into the bulkhead that entices consumers to purchase the advertised products and services,” explained Sylvester.

As the owners of Mr Whippy in Australia, Sylvester said Metro wants to rekindle the childhood memories of the older generation, whilst generating fun and excitement with the young.

“Mr Whippy is all about fun and good times and we are here to make that reality.”

This latest addition comes hot on the heels of Metro’s collaboration with Frucor Suntory in creating a V Energy concept store at Greenacre, with Sylvester hinting there could be future partnerships on the card.

“Between the Mr Whippy store and our V (Frucor Suntory) store at Greenacre we have a lot of companies wanting to partner in the future. We need to make sure that if we do further concept stores, it provides a return for all parties involved.”

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