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Famous Brands will simultaneously retain its current agreement with Total South Africa to supply the Mugg & Bean brand as the exclusive coffee offering across the petroleum business.
Famous Brands’ Group CEO Kevin Hedderwick said Famous Brands had been invited by Total South Africa to collaborate with them in designing and developing a completely new retail model for their upper-end LSM service stations centred on a high quality grocery offering.
The existing Bonjour retail shops, which form part of their national service station offering, will continue to serve all other sites in the Total South Africa network with convenience, commodity-type essentials.
Total South Africa’s general manager sales and marketing Qetello Zeka said the convenience factor for shoppers in today’s busy world has become paramount.
"We looked long and hard at various options before finally deciding and we are of course delighted that Thrupps has come on board in this exciting venture. This is taking retail convenience to another level," said Zeka.
"We are piloting this project and will then identify other sites that complement the Thrupps LSM range so that we ensure a perfect fit. Total has recently embarked on a retail network revamp with a fresh and modern new look to our service stations as well as a brand revitalisation and this partnership just puts the proverbial cherry on the top of our plans.”
Hedderwick explained the main concept of this new model centres on consumers’ in-store experience paired with the offering.
The Thrupps forecourt stores will have a unique market-place feel with an element of "theatre" in the presentation and serving of the food.
The premium merchandise on offer will be complemented by a modern take on the Thrupps brand and include a Mugg & Bean On the Move coffee offering with seating area for customers, and free Wi-Fi and charge-up facilities, in an aesthetically pleasing ambiance.
In terms of the roll-out programme, the group is on track to open its pilot Thrupps, Mugg & Bean model at an existing Total site in Senderwood, Bedfordview, in Gauteng at the end of October.
“The project will strengthen our existing strategic alliance with Total South Africa; it offers a new revenue stream for Famous Brands; and depending on its success, might give us the appetite to take Thrupps to market as part of our new deliberate strategy to expand our business into the broader leisure market, which includes the retail sector,” said Hedderwick.
