F&B Masterplan for 500+ Gas Stations

Designed a national F&B and non‑fuel masterplan for a 500+ station network in France, transforming forecourts into multi‑service hubs. Built a segmentation model, site typologies, and a phased rollout (watch → start → accelerate → scale), then translated strategy into store formats, partner options, service standards, and a capex‑aware playbook for priority conversions.

The task was simple to state and complex to execute: take a legacy fuel network and make it relevant for the next decade of road travel. I started by mapping the customer journeys (commuter, long‑haul, family, professional) against each site's context: urbanity, proximity, competition, and turnover. From this we built a living segmentation and prioritization engine to identify high‑impact candidates for early conversion.

With focus sites identified, I defined store formats—from compact coffee‑led kiosks to full convenience + fresh food footprints—each with clear assortment, back‑of‑house, and operational standards. I produced the brand‑agnostic partner options (e.g., convenience retail, coffee, upgraded sanitation, click‑&‑collect/lockers) and the service blueprint for queueing, payment, cleaning cycles, and late‑night operations.

On the design side I delivered layout guidelines, zoning, circulation, VM, and façade upgrades, while keeping feasibility front‑and‑center: standardized fixture families, low‑capex refresh paths, and measurable KPIs (basket uplift, dwell time, attachment rate, NPS/cleanliness). The plan staged deployment in phases (pilot → learn → scale), with a practical goal of converting ~100 priority sites in the first wave, then iterating formats as data came in. The result was a clear, costed playbook that linked strategy to buildable stores and daily operations.

🛠️ Takeaway Skills

🎯 Service & Network Design

Multi‑site segmentation, journey mapping, typology & format systems, customer experience design

🏪 Commercial Design

F&B mix design, convenience assortment logic, services stack (washrooms, lockers, car care)

⚙️ Operationalization

Capex/opex modelling, staffing & cleaning standards, SOPs, vendor briefing, KPI frameworks

🤝 Partnerships

Shortlisting & evaluating retail/F&B concepts (convenience, coffee, sanitation, click & collect)

🎨 Design Delivery

Planograms, circulation, signage/wayfinding, façade refreshes, VM and lighting cues

📊 Program Execution

Pilot‑to‑scale rollouts, KPI dashboards (basket, dwell, attachment, NPS), continuous improvement

💬 Communication

Executive decks, cross‑functional stakeholder alignment, clear design rationales

Quick Links

• Certas Energy Retail France: https://www.certasenergyretail.fr/a-propos/
• Esso Express network (France): https://carburant.esso.fr/fr-fr/stations
• SPAR Express format: https://spar-international.com/aboutus/store-formats/
• 2theloo toilet concept: https://2theloo.com/solutions/toilet-concept