Lekkerland has been part of the REWE Group since 2020. The convenience division is a wholesaler, logistics provider and service provider and operates a business that is changing rapidly. We visited the petrol station shop with Area Sales Manager Michael Ruhl.
Lekkerland's business - on-the-go consumption - is growing strongly and at the same time undergoing far-reaching changes. Area Sales Manager Michael Ruhl and Sales Department Manager Kerstin Meier are working to ensure that both succeed: Growth and change.
Lekkerland's smart store solutions are used in charging parks and hospitals, among other places.
Michael Ruhl is enthusiastic. "This is what an attractive petrol station shop looks like," says the area sales manager from the Lekkerland sales force. He is standing in the sales room of a petrol station in Reichshof in the Bergisches Land region. Wood-panelled walls, a light-coloured tiled floor, several fridges with drinks on the wall, small shelves with sweets and other items in front of them, as well as an ice cream freezer. The centrepiece is a bistro counter that offers customers sandwiches, various baked goods, hot snacks and coffee. On-the-go catering has been Lekkerland's speciality for more than 60 years. In addition to petrol stations, its customers also include kiosks, convenience stores, specialist drinks markets and coffee shops. More than 52,000 sales outlets between Flensburg and Munich work with Lekkerland.
Bistro is becoming increasingly important
The petrol station shop in Reichshof not only obtains the majority of its product range from Lekkerland and is supplied twice a week by the company.
Area Sales Manager Michael Ruhl
Sales representative Michael Ruhl is also an important advisor for the petrol station operator when it comes to trends and the further development of the shop. The remodelling was carried out on his recommendation and the design of the new bistro area was also carried out by Lekkerland experts.
The fact that the bistro area has gained in importance in the new sales area is not an isolated case - but a reflection of the development of on-the-go consumption. The segment has been growing continuously for years (with a small dip during the coronavirus pandemic) and faster than the food retail sector. Experts expect this trend to continue.
Aral also wants to continue to grow with attractive petrol station shops. REWE To Go plays an important role in this. The convenience format can now be found at around 900 Aral petrol stations across Germany. More are to be added in the coming years - and REWE To Go is to be further developed at the same time.
As part of the mobility turnaround (see "Growth and change"), Lekkerland has begun to develop new business segments and broaden its positioning. The company wants to significantly expand the number of REWE To Go locations outside of petrol stations and charging parks. These stores, which Lekkerland operates itself or has operated by franchisees, are often located at railway stations and airports.
In addition, Lekkerland has built up a portfolio that is unique in Germany in the area of so-called smart stores - i.e. fully or partially automated shops.
On-the-go consumption is growing because it is benefiting from several trends. The most important growth driveris consumer demand for takeaway meals, snacks and drinks. The growth in on-the-go consumption is also being fuelled by demographic developments such as the growing number of single households.
At the same time, on-the-go consumption is changing because mobility is changing.
the "end of the combustion engine" and the mobility turnaround have far-reaching consequences for petrol stations and therefore also for Lekkerland. Lekkerland has therefore started to reorganise its business model. Existing customer channels such as kiosks and petrol stations play an important role in this. At the same time, the company is developing and expanding new business segments , such as smart stores and its own REWE To Golocations.
There are no fewer than five different store concepts available, which focus on different shopping experiences and technologies, from self-checkout to an approach similar to REWE's Pick&Go. These technologies are currently being used in hospitals and charging parks.
They will also soon be available at universities, railway stations and petrol stations. Some under the REWE To Go brand, others under the still young REWE ready brand. The smart store experts at Lekkerland and REWE are working closely together to pool expertise and benefit from each other's experience.
Kerstin Meier looks after the customer Aral for Lekkerland, which operates REWE To Go shops at around 900 petrol stations. In the one_Interview, she talks about the petrol station of the future, new opportunities and a very fruitful cooperation.
