Increasingly Brand Driven

Frequently given by government- related organisations, motorway locations are more and more becoming the territory of multi-national foodservice players. And they have been facing an ever-increasing challenge for several years now. Not only because motorway service areas represent largely mature markets that call for growth on existing sites. But also - and more so - because competition from the foodservice sections of filling stations and truck stops, which are frequently cheaper, mean they must polish up the mostly not-so-good image of the motorway facilities and make them fit for the mobile future. How? In particular, by un-compromisingly branding their outlets and the integrated facilities, most of which are fast-food stores and coffee bars they either run themselves or (increasingly) leave to outside brands. Also important: modern finger-food products and a more complete service for travellers. Part 2 of a pan-European survey. Part 1 has been published in issue 2/2004 and covered Germany, Italy, Spain, Switzerland and the USA.

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AU: Top Players

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