Caltex unveils new Melbourne ‘concept’ store0

Convenience World Editor
January 23, 2019
Caltex has revealed a new petrol and convenience concept store, The Foodary, in a Melbourne suburb.
According to Caltex, The Foodary in Derrimut “provides a glimpse into the future of the Australian service station”.
Customers can pre-order through a smartphone app and pick up locally roasted and barista-made coffee and fresh food without waiting. Alternatively, says the company, they can settle in to enjoy free wifi and a new diner-style kitchen serving made-to-order meals.
Customers also have access to what Caltex claims are Australia’s best service station bathroom and shower facilities.
“Our customers have been telling us that service stations have forgotten about service,” Caltex General Manager of Convenience Development Helen Moore said. “We’ve been listening.
“We also know that a good bathroom on the road can be few and far between, if available at all. It’s why we’ve taken a leap with this new store and enlisted the talents of Alisa and Lysandra, best known for their bathroom designs when they won The Block in 2013.
“They’ve designed bathroom and shower facilities that will change customer perceptions of what to expect when they visit this store.”
‘Fresh and inviting’
Lysandra Fraser says the design and feel draw on elements common in household kitchen and bathroom interiors.
“We’ve used modern design features such as forest greenery to create a fresh and inviting feel aimed at encouraging customers to take the time to relax and enjoy all that The Foodary offers,” Ms Lysandra said.
“The bathrooms and showers are the centrepiece of this. They bring Scandinavian interior design elements that are very different from what you would expect at a service station.
“We’re proud to have worked with Caltex on this project. The new store shows how interior design can be used to improve the customer experience. It will challenge perceptions of what to expect in this part of the retail sector.”
Focus on customer service
Ms Moore suggests The Foodary is aiming to give consumers a more holistic and inclusive experience.
“It’s no longer just about being able to refuel,” she said. “It’s also about providing the convenience of fresh food, high-quality barista-made coffee, as well as other services.
“Access to great shower and bathroom facilities is another way we’re putting the focus back on service for our customers.”