Case Study

Creating the food service business of the future

We built an entirely new food service venture with the consistently high standards of the Wild Bean Café with BP.

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The results:


weeks of trading


customers served


pieces of feedback received


dishes served

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The challenge:

With vehicle usage changing significantly, and electric vehicles destined to become “the norm” in the UK in the next few years, BP needs to rethink its forecourt strategy and evolve today’s “Wild Bean Café” offer, suited to drivers on the move, into something new and invigorating, catering for drivers who have to wait around for up to an hour.

With this challenge comes the opportunity to create a whole new food service offer for the customer of tomorrow!

What we did:

We’ve embarked on an ambitious journey with BP to build a whole new food service venture – one that’s built on attracting new and different customers whilst still serving today’s loyal customers who have come to expect high standards of the Wild Bean Café.

To test our ideas safely, we opened “The Cafe” – a brand new cafe concept in Bluewater, Kent. The Cafe operated for 3 months as an experimentation pop-up, allowing us to be free of the brand and operating constraints of today’s forecourt and really test and trial a whole raft of new things – from food and coffee menus to store design and staffing. This was all done with the plan of receiving as much customer feedback as possible!

“We’ve got so much great customer feedback. It’s been a great journey so far, and the start of something amazing.”

- Paul Smith, VP of Innovation

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