All three parties see significant growth potential in the coffee ‘to go’ market and believe this relationship offers a strong strategic fit as it offers Shell Motorists high quality coffee products on the go.
Coffee Republic’s beans are roasted in Milan and now this premium product will be offered alongside Shell’s current shop assortment to enhance the customer experience. The range will include premium coffee products such as caffe latte, cappuccino, and flat white, and all the espresso-based drink varieties that are also available in premium Coffee Republic outlets. Customers can get their first taste of Coffee Republic products at Shell stations from today.
Melanie Lane, Shell Retail General Manager UK, said: “The Shell and Coffee Republic relationship presents a very attractive offer for our customers. Shell’s quality fuels and competitive pump prices together with Coffee Republic Premium Coffee will appeal to customers who spend time on the road and require quality fuel and premium coffee on the go.
Mark Heron, Managing Director of MyCoffee, said; “This new partnership offers Shell’s customers the exceptional Coffee Republic products in a self-serve format. Uniquely, Coffee Republic’s coffee beans are roasted in Milan and produce high quality coffee specialties.”
Coffee Republic CEO Tariq Affara said; "This is a new way of reaching our customers and an exciting first for the Coffee Republic brand. The launch of Coffee Republic To Go has not been possible until now as this standard of bean to cup technology has simply not been available. We have worked hard with MyCoffee to ensure the taste is just right, and the flavour of our Milan Roasted coffee is not compromised. We are now looking forward to rolling out Coffee Republic To Go in Shell stations across the country."
Today’s announcement demonstrates Shell’s focus on building on its strengths in the forecourt sector through new formats with new offers. Following the success of a number of trials Shell and MyCoffee have identified the potential for more than 400 locations for the Coffee Republic format.
The new relationship is in line with Shell’s strategy to grow through strategic relationships and alliances which provide greater choice to customers. Similar collaborations include an alliance with 7-Eleven in Singapore and Scandinavia, Circle K in Indonesia, Tesco in Hungary and Migrol, a market leader in convenience shopping in Switzerland.