How to increase customer usage and spend at motorway service stations

Task:
Pragma were asked by Autogrill, the world's largest travel dining company, to examine how they could increase customer usage and spend at motorway service stations

What we did:
Pragma conducted the following work in Spain, Belgium, France, Germany, Austria, Switzerland and Holland:

• Focus groups and quantitative research
• Competitor review
• Trading data analysis and financial modelling
  

Result:
Pragma were able to identify seven distinct customer segments at motorway service stations and the opportunity for different service stations an opportunity to enhance Autogrill's roadside café / restaurant and retail offer more effectively, based on a detailed understanding of the different user groups.

These findings formed a basis for planning the offer in different locations, and also for incorporating in the design and branding of new outlets.