Рart 1. The secret of success are not the coffee beans, but the type of coffee machines and proper setting
Much has been written about the gas stations — it is a unique segment of the market, interest in which won’t disappear as long as there is a need to fill cars with the fuel. According to the standard classification businesses of any gas stations network are divided into two main categories — fuel (fuel) and non-fuel (nonfuel) ones.
«Cafe at the gas station» not only creates the «atmosphere» of the gas station, but also has a huge business potential that has yet to open on the Russian market. Indicative is the experience in Europe, where sales of non-fuel products account for about 60% of the overall gas stations’ profits. The Russian players have this figure in the range between 5 to 20%. There is some work to be done.
Interestingly enough, gas station is the only place where the business linked with the global product №1 (oil and oil-based products) is closely related to the business linked with global product №2 — coffee. So it is not surprising that these two businesses, each in their category are the main sources of profits for gas stations. Without going into the intricacies of stock prices and the prices of green coffee beans, we decided to discuss the development of this category in the domestic market and to answer the question of how the modern Russian gas station managers might enhance the effectiveness of coffee-related businesses of their chains.
This round table was attended by:
Alexander Kuzmin — an expert who has spent more than 20 years in non-fuel businesses in Russian and foreign gas station networks;
Ksenia Van de Kamp — managing partner of BMS (USA);
Artem Astafurov — Managing Partner, Senior Vice president of DataArt (USA);
Moderator — Dmitry Petrov;
Dmitry Petrov: Today we have a rather unusual audience to talk about coffee – there are no famous barista or traditional suppliers of coffee grounds for HoReCa market among us. Instead we have an expert on non-fuel businesses for gas stations, innovative marketing specialist and IT-manager of a global level company, a rather peculiar team of participants to discuss a business, traditionally surrounded by an aura of mystery and magic of coffee aroma. Don’t you think?