In the world of roadside retail, Tankerford Ltd has taken a bold step forward with the launch of its first Refuel Market-branded store at Ardleigh South Service Station. This milestone follows the success of their Nisa Local-branded store at Ardleigh Village Service Station.
Reimagining roadside retail
When Tankerford began thinking about the Refuel Market, their goal was clear: to transform the roadside shopping experience. Traditionally, convenience stores at service stations have been functional, but often uninspiring. Tankerford wanted to change that by creating a space which felt modern, inviting and full of fresh, high-quality options for local customers, busy commuters and truckers. Jamie Wheeler, Retail Sales Director at Tankerford Ltd, summed it up nicely: ‘We want to create inviting, modern spaces that encourage people who might have driven past to stop and see what we have to offer. Today, that’s exactly what’s happening with Refuel Market.’
Launching Refuel Market
The journey to set up Refuel Market wasn’t without its challenges. The Ardleigh South site had already seen significant investment, with expansions and the introduction of a Wild Bean MicroMart. But despite these efforts, sales plateaued. Jamie saw an opportunity to inject fresh energy into the location by offering something different. ‘We partnered with Nisa, whose backing and high-quality Co-op products have been instrumental in shaping Refuel Market. This partnership allowed us to stock premium yet accessible products, offering an elevated alternative to the standard drinks and sandwiches set-up. By focusing on freshness, variety and innovation, we’ve created a shopping experience that stands out from the competition’.
A fresh, premium experience
So, what makes Refuel Market special? The collaboration with suppliers like Simply Lunch and Co-op own-brand products has made it possible to bring both quality and value to store shelves. Imagine grabbing sushi, locally sourced baguettes or other high-end options on the go! Tankerford’s premium meal deal has also been a big hit.
Jamie continued to explain, ‘For many of our customers, a quick stop is part of their daily routine, so we wanted to make it enjoyable and affordable. They have responded enthusiastically, with sales climbing and feedback exceeding expectations’.
One of the standout features of the store is the ‘Flavours of the World’ section, where you’ll find snacks and beverages from the US, Europe and Japan. It’s an experimental addition that has struck a chord with adventurous shoppers looking to try something new. And it’s proof people love a bit of variety, even in a quick-stop store.
The role of partnership
The collaboration with Nisa has proved a game changer. Not only does Nisa provide access to Co-op’s exceptional product range, but it also lends its trusted brand name to the Refuel Market experience. Jamie noted, ‘The Co-op branding adds credibility and quality to Refuel Market, and we’re confident it’s one of the reasons customers are responding so well. And our partnership extends beyond products. With Nisa’s guidance, we’ve been able to refine our offerings and focus on what matters most to our customers. It’s a true collaboration, and we’re proud to have such a strong ally in this venture.’
Nisa’s Head of Retail, Taranjit Singh Dhillon, also expressed enthusiasm for the partnership and Tankerford’s innovative approach. ‘Tankerford’s vision with Refuel Market aligns perfectly with our goal of delivering fresh, convenient options to communities across the UK. We’re proud to be a part of this journey and support the Refuel Market’s growth with our Co-op product range and dedicated service. We look forward to seeing the Refuel Market brand expand and resonate with even more customers.’
What’s Next for Refuel Market?
The early success of the Ardleigh South store has been an inspiration. Which leads to the question – could Refuel Market expand to other locations? ‘Absolutely,’ said Jamie – ‘but only if the site aligns with the brand’s values and appeal. Each location needs to reflect its community, just as Ardleigh South does.’
‘This is a trial, but we’re very optimistic,’ concludes Jamie. ‘If Refuel Market continues to perform well, we’ll look into bringing this unique shopping experience to other locations. For now, our focus is on fine-tuning the experience and ensuring that we deliver on our promise of quality and convenience.’
The road ahead
At its core, Refuel Market is about challenging the status quo. It’s about proving convenience retail doesn’t have to be uninspired or expensive. Tankerford has helped to create a space where fresh, high-quality products are accessible and where stopping for a quick bite can be an enjoyable part of the day. This journey has only just begun, but the early signs are promising.