F&B Masterplan for 500+ Gas Stations
Led a strategic consulting engagement for a 10-year F&B roadmap. Stakeholder workshops. Executive presentations.
Role & Context
Role
Service Design & Strategy, Network Planning, Concept Development, Visual Design
Client
Certas Energy France | Esso / Esso Express
Scope
500+ station network (2019–2029 roadmap)
One-liner
National F&B masterplan transforming forecourts into multi-service hubs with segmentation, formats, and phased rollout.
The Challenge
A 500+ location fuel station network needed a 10-year transformation strategy. Mobility patterns are shifting. They needed cross-functional alignment and a clear framework for multi-million euro investment decisions.
What I Did
Stakeholder Work
- Facilitated workshops across operations, marketing, and leadership
- Aligned diverse perspectives on network transformation priorities
- Built consensus on segmentation criteria and investment prioritization
- Presented business cases and ROI models to executives
Strategic Analysis
- Built segmentation models mapping customer journeys against site context
- Created site typologies for different investment levels and formats
- Developed prioritization engine to identify high-impact conversion candidates
Implementation Planning
- Designed phased deployment (pilot, learn, scale) with clear milestones
- Identified ~100 priority sites for first-wave conversion
- Created capex-aware playbook balancing ambition with feasibility
- Defined store formats from compact coffee kiosks to full convenience footprints
Key Results
- Delivered clear, costed playbook linking strategy to execution
- Identified ~100 priority sites for first-wave conversion
- Established KPI frameworks (basket uplift, dwell time, attachment rate, NPS)
- Created service blueprints for operations, queueing, payment, cleaning