Pioneering BP forecourt operator David Charman says customers shopping at his refurbished Parkfoot Garage store in West Malling, Kent, are likening it to Fortnum & Mason. But those in the industry would most likely consider it more akin to some of the leading petrol stations in Northern Ireland, known for excelling with in-house food preparation.
However, whatever the 3,000sq ft Spar store reminds you of, one thing for sure is that Charman’s almost £900,000 renovation, which completed on March 15, is a success. It will also, he believes, future-proof the third-generation business, which has been in his family since 1948, for the next decade and beyond.
Another objective was to showcase his impressive made-on-site own-brand food range. The last time the 7mlpa business with 37 nozzles had a significant shop facelift was 12 years ago. Charman was aware that after the busy Covid trading period the site was, in his eyes, beginning to get a bit “tired”.
The 24-hour business, which since the refit has seen a 20% uplift in shop sales to more than £100,000 a week, boasts the latest in shop design. It might not have the on-trend glazed frontage – this was an interior change which was completed while the shop remained open – but inside oozes with upmarket personality.
This is achieved with lots of bespoke touches in the Spar design, such as individual wall tiles to highlight three key areas: the new addition deli counter; the newly branded Parkfoot Eats food to go bakery, and the in-house butcher’s serve-over counter, which was one of the first to be included in a UK forecourt when Charman introduced it 13 years ago.
The Pastorfrigor fridges, freezers, metal ceiling with recessed lighting, and all-black shelving create a premium feel, and there are large ceramic beige floor files adding to the impression of quality.
The space is arguably split in two. The first half, which you enter through automatic double doors, is dominated by the range of food made on site, either in the prep area behind the butcher’s counter, or in the upstairs kitchen which replaced the company’s boardroom last year.
Food prepared on site now accounts for around 50% of the store’s sales. And for Charman the refit was largely about showcasing his own-brand range with a layout and merchandisers specifically chosen for the job.
The second part of the store is more everyday ambient grocery, with local bakery products, the extensive chilled alcohol section, and the checkouts. There are many high-end elements, such as an ice cube cabinet, five Cook freezers, and a ‘premium selection’ wine display with locked cabinets to house the most prestigious lines such as Taittinger Champagne Millesime at £62.99.
Examples of upscale lines include South African biltong at £4.67 for 100g, artisan sourdough L’Ombrello Pizza, Hugh Lowe strawberries – the brand used by caterers at Wimbledon – and Black Truffle Howling Hound organic vintage cheddar.
The first half of the store follows a similar format to many forecourts across the Irish sea. Straightaway you can see the butchery at the back of the store, with a run of refrigeration housing the Parkfoot branded range of barbecue meat and meal components.
The impressive own-brand line-up includes spatchcock chicken, minted breast of lamb, and salt & pepper pork belly for alfresco eating. And for more everyday meals for tonight the Parkfoot labelled range includes ready to cook Hunter’s Chicken, Katsu Chicken Curry, garlic & herb marinated sweetcorn, jerk halloumi sticks, and parmesan & chorizo potato wedges.
Before you get to this, on the left, there is a bespoke flower counter of premium blooms with daily deliveries and including bunches of lilies, for example, for £25. On the right are two Lavazza coffee machines. Centrally there is a chiller of sandwiches, to be own-brand in the next six months, and poke bowls. Then there is a large display of locally-supplied Plaxtol Bakery cakes including Eccles, syrup tarts, and marshmallow cornets.
Next to the coffee area is the new concept Parkfoot Eats bakery/food to go counter, which includes hot items like sausages and bacon to put inside bread products, sausage rolls and Cornish pasties. It currently focuses on breakfast and lunch, but Charman has ambitions to introduce hot evening meals and to offer an accompanying delivery service.
There is also a chiller full of Parkfoot branded pies, embossed with the company’s new emblem – which is also featured outside on the dual-branded Spar fascia. Made in-house in the on-site kitchen, the range includes sweet and savoury options such as steak & stilton, and chicken, ham & leek.
Next to an extensive fresh produce area, there is also a Zumex fresh orange squeezing machine.
Tech-wise there are three CBE supplied self-service checkouts – a first for Charman who is encouraged by 35% of the store’s transactions going through these bays rather than the two staffed tills. Rather than a reason to reduce employee numbers though, he wants to redeploy checkout staff to help customers in the store and keep things ticking over.
Also installed is the latest multi-coloured electronic shelf edge labelling, and with the “cheaper than Tesco” messaging being used to highlight certain lines.
Everything has been carefully curated, from the zig-zag aisles designed so that customers can see the alcohol section as they pass through, to the use of wicker basket merchandisers adding a softening element to the store. There’s also wooden boxing built into the fresh produce and premium wine display, which also has dramatic imitation wine bottle hanging lighting.
Tweaks are still being made, as everyone gets used to the new format, says Charman, who plans to have an official celebration to mark the relaunch on May 17, with giveaways and plenty product sampling.
Charman is clearly delighted with the outcome, despite busting his £750,000 budget. He wanted to create a “wow” factor and has certainly done that while managing to continue trading throughout the eight-week floor-to-ceiling development. “It looks classy and like a place where you would want to come and shop and I am most pleased about that,” he says.
Asked about the most indulgent addition, he says the metal ceiling with recessed lighting was up there in terms of financial outlay. Also, he adds, the jury is still out on the effectiveness of the 11 digital advertising screens he has throughout the store.
However, he adds: “Everything was an indulgence really, but it had to be done. The shop is our future and we need to make sure that it works as a standalone store.”
