20/20 delivers retail concept

Motorway service operator Granada Hospitality has unveiled a new retail store concept designed by 20/20.

“Our aim has been to untap the latent retail potential that exists across the Granada network – which is currently visited by around 70 million passengers each year,” says 20/20 creative director Bernard Dooling.

“The key issue we set out to address in the new concept has been to ensure that the stores, which average 140m2 in size, respond to `fast-track’ and `browsing’ frames of mind,” says Dooling.

The concept segments the store into distinct areas, each with its own unique character and branding. The front of the store is “easily accessible to the `fast-track’ customers and is the Fresh Express sandwich, fruit, snack and soft drink area … with the appropriate sensation of high- speed delivery,” says Dooling.

The concept is being monitored at the pilot Chieveley site on Junction 13 of the M4, but Granada plans to roll out to all its 28 service areas. The stores will sit alongside the new Pentagram-designed coffee shops (DW 31 March).