From farm shops to fast chargers – inside Roadchef’s journey to next-level service

Global Convenience speaks to Kevin Whitehouse, retail, procurement & supply chain director – Roadchef.

Leading UK motorway services operator Roadchef is enhancing the customer experience at its sites with a tie-up with Co-op Wholesale, the launch of a Farm Shop and a collaboration with Chaiiwala. The retailer is also investing in new tech with self-serve kiosks and digital ordering and installing EV charging across its portfolio.

It’s a competitive marketplace – How does the business differentiate its offer from the competition to ensure travellers stop at a Roadchef site versus a competitor?

Kevin Whitehouse, Roadchef

Our strong people centric culture, exceptional customer service, and diverse brand portfolio, is what sets us apart.

Our portfolio includes well-known names like WH Smith, McDonald’s, Costa Coffee, Leon, Cornish Bakery, and more recently Co-op, giving us a clear advantage. We are actively monitoring the performance of up-and-coming brands. The introduction of Chaiiwala at Watford Gap reflects our ongoing commitment to evolving with customer needs and catering to niche opportunities.

Additionally, people are at the heart of everything we do, shaping how we operate and the experience we deliver. We always strive to go the extra mile for our customers, offering not just great products but outstanding service, removing pain points, and giving them more options. Additionally, investing in our teams, we see a direct and positive impact on the quality of service our customers receive. We take great pride in the experiences we create, and the regular positive feedback we receive is a true reflection of the dedication and passion of our people.

Please tell us about your own partnerships with fuel, EV, retail and food & beverage brands, including (drive thru) in roadside retail? Are there any plans for new brand partnerships?

Consumer expectations and preferences are constantly evolving. At Roadchef, we prioritise offering a diverse range of choices to our customers and giving them more options by partnering with leading brands across the UK. Our collaboration with Co-op Wholesale, which strengthens our grocery offer, is a clear example of this commitment. This partnership marks a key milestone for Roadchef in enhancing the customer experience through greater choice, convenience and quality.

Additionally, our sites feature some of the most recognisable and trusted brands in the world that truly set us apart, including McDonald’s and Costa Coffee with drive-thrus available at several locations to ensure travellers get great food on the go.

These choices invite travellers to pause their journey, take a break and recharge during that all-important pitstop on their journey when travelling. Looking ahead, we continue to invest with a strong focus on enhancing customer service, convenience and quality.

Why did you choose to partner with the Co-op and what are the future roll out plans for stores across the Roadchef network? Please can you tell us about the offer?

The complete offer from Co-op Wholesale really resonates with what we’re trying to achieve at Roadchef, and we chose to partner with them due to the strength of their own brand range, distribution network and their focus on sustainability. Our customers are looking for great quality products on the go, and this is exactly what we’ll be able to offer through Co-op Wholesale. Co-op’s own-brand range is highly regarded for its quality, and their strong distribution network ensures we can reliably bring these products to our sites.

Through this multi-year partnership, Co-op’s offering has now been introduced in eight grocery stores across our network. These new stores feature an extensive range of Co-op own-brand products, providing our customers with more choice and quality at key motorway service locations. We are able to provide a fantastic range of Food On The Go, Food For Later and some great treats for those on the move.

This partnership marks an important milestone in our ongoing investment to modernise our sites and enhance the customer experience by offering greater choice, convenience and quality. We are excited about the future of this collaboration, as Co-op Wholesale’s flexible wholesale model allows us to tailor the proposition to the needs of each location, ensuring the best possible offer for our customers.

Can you talk to us about Roadchef’s latest tech in terms of customer engagement/digital interfaces and solutions eg app, digital ordering, self-serve kiosks/checkouts etc. How does Roadchef enhance customer experience at service areas?

At Roadchef, technology and digital innovation play a central role in enhancing the customer experience and empowering travellers to engage with our services in the way that suits them best. Motorway services cater to a diverse range of customers, so combining the latest technology with our dedicated teams allows us to meet the needs of everyone who visits our sites.

Our ongoing investment in digital interfaces, such as self-serve kiosks and digital ordering systems, provides customers with flexible options to order food and services quickly and conveniently. For instance, our Coop and WHS stores have self serve checkouts and electronic shelf edge labels (ESELs), digitalising as much of the customer journey as possible. We are also adapting our offer based on who’s on the road and the average distance still to travel, using mobile phone insights. These enable us to tailor products and services to better meet the needs of customers at different stages of their journey.

In addition to connectivity, we are focused on supporting the growing number of electric vehicle drivers. We were early adopters of EV charging technology and have installed chargers at almost all of our sites, demonstrating our commitment to building a sustainable future.

What inspired Roadchef to introduce a Farm shop at Sedgemoor Services and how does it reflect your long-term retail and brand strategy?

We launched the Farm Shop at Sedgemoor Services to respond to growing customer demand for authentic, local experiences and to support regional producers. Showcasing premium artisan products from over 40 Somerset suppliers, the Farm Shop invites travellers to pause and truly appreciate the rich culinary heritage of the area, rather than simply passing through.

By shifting the motorway stop from a purely functional break to a more engaging and enjoyable experience, the Farm Shop encourages visitors to extend their stay and indulge in quality local offerings. It also provides a valuable platform for local artisans, ranging from Beaus Bakehouse’s cakes to Sedgemoor Honey Farm’s honey and Nutts’ handmade Scotch eggs, helping to celebrate and sustain the region’s unique food culture.

This initiative fits seamlessly with our long-term retail and brand strategy, which prioritises enhancing customer journeys, supporting sustainable sourcing, and championing local communities. Partnering with local businesses allows us to create a distinct, desire-driven experience that aligns with our commitment to environmental and social responsibility.

What are the biggest challenges facing the retail industry currently, and how are businesses innovating to overcome them?

The retail industry is currently facing several significant challenges, including shifting consumer behaviours, supply chain disruptions, rising costs, and increasing competition. Customers now expect seamless, personalised experiences both online and in-store, which requires businesses to continuously adapt.

To overcome these challenges, we are embracing innovation through technology such as digital ordering and self-serve kiosks to enhance convenience and speed. We are also focusing on, sourcing locally, and offering unique products to meet growing consumer demand for ethical and authentic shopping experiences. Additionally, investing in staff training and creating flexible, people-centred environments helps us improve service and build customer loyalty in a competitive market.

How is Roadchef preparing for future trends such as electric vehicle charging, changing travel patterns, and evolving convenience retail demands?

At Roadchef, we are enhancing the overall experience at our service stations. Our partnership with Co-op is helping us boost the customer experience through greater choice, convenience, and quality. Additionally, the launch of the Farm Shop at Sedgemoor reflects our commitment to encouraging travellers to spend more time at our sites, moving beyond purely convenience-driven stops to offer a richer, more enjoyable experience. By showcasing premium local products and artisan goods, we provide visitors with a unique reason to pause, explore, and connect with the region’s food heritage.

This approach aligns with evolving consumer expectations for more meaningful and authentic retail experiences. We continue to innovate by blending convenience with quality and choice, ensuring our service stations meet the changing demands of modern travellers who seek both speed and substance during their journeys.