September 26, 2006
Fuel, food, and outsourcing come together at Shell
When you visit a gas station, it is no more a mere matter of filling up your vehicle. The modern marketing technique has taken over, and you should not be surprised if you get several fringe services to go with the fuel.
For instance, you could walk into the food outlet that is invariably a part of fuel stations these days, and bite into an appetizing snack.Thus, fuel and food go hand in hand these days. However, managing the food outlets at fuel stations is an important cog in the wheel.
In Bulgaria, Shell has 85 filling stations, and the company has now decided to outsource the management of the food outlets in at least 60 of these stations to the ice cream company Jimmy's. Under a five-year contract, Jimmy's will add the jest for food at the select Shell outlets across the country. According to a news report:
The management of the Select outlets, the brand under which Shell operates its food service stations, would represent a new business experience for Jimmy's. The company has so far operated as an ice cream producer and owner of a chain of ice cream parlours.
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