The right time for food-led retail

Today’s travelling consumer needs a new type of convenience retail offer 

SSP has been operating food-led convenience stores in travel locations for decades. The company runs more than 200 retail units globally, working with leading retail brands including Marks & Spencer, and in its last financial year, retail sales generated approximately 15% of its revenue.  

But the retail environment is shifting, and SSP’s consumer insights have pinpointed game-changing evolutions in the way customers think and behave when they shop for food on the go. Travellers who don't consider the eating experience as a crucial aspect of their travel experience prioritise food and drink that is quick and convenient. In addition, as many airlines continue to cut back on onboard service, customers also want products that are easy to take onto a flight. With this in mind, some are choosing to purchase their food and beverage at a convenience store, but they still expect the same value, high quality, and freshness they would get on the high street.  

When it comes to how travellers buy their food, the lines between convenience retail and F&B are blurring. A one-stop-shop where they can pick up travel essentials as well as something to eat will have considerable appeal.  

SSP’s Point brand, which was created in 2006 in Norway specifically for the travel market, has always provided an attractive blend of convenience and food items. With SSP’s expertise in F&B, it has featured a strong freshly prepared hot and cold food offer since day one. 

Now the brand is being further developed and rolled out across more territories, and a new design will make its debut in the new year. Crafted to attract the contemporary travelling consumer, the pristine new look and feel will feature fresh colours and modern natural finishes, taking a different tack from the original Scandinavian aesthetic, and making it ideal for the international market. The addition of digital elements such as eye-catching digital signage and self-checkout facilities will make it even easier for passengers to ‘grab and go’. Local products and foodie souvenirs such as Norwegian salmon at Oslo help to create a sense of place. Easily adapted, the brand can work as a small convenience kiosk, or a larger store serving hot food.  

Earlier this year, SSP won contracts to open one Point store in Tenerife, two in Zurich and seven in Bangkok. But its plans don’t end there, and Point is a brand that’s likely to be a hit in many travel locations in the future.