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First David Jones BP opens in Melbourne

Just a week after Woolworths opened its first Metro at the servo with Caltex, David Jones and BP have today unveiled their first store collaboration, in Bayside, Melbourne.

The new high-end convenience store, first flagged in August, offers over 400 high-quality products under its dual-branded roof, with food-for-now and food-for-later options including pre-prepared meals and groceries from David Jones Food’s exclusive range.

The 24-hour store has been designed to create a seamless shopping experience, utilising BP’s expertise in convenience retailing, with self-service checkouts and ample parking.

In keeping with BP tradition, some popular features including Wild Bean Café remain.

Five more partner stores are are set to open in Melbourne between December and March next year. These stores will pop up in Ringwood, Glen Waverley, Brighton, Clarendon and Greensborough.

Five sites have also been earmarked for Sydney in Rozelle, Artarmon, Kingsford, Ashfield and Mosman, with these stores set to open from February to April 2020,

The retailers will use insights and customer feedback from the initial 11 stores to inform the next phase of development, with plans to add more stores in 2020.

“Our Bayside BP and David Jones Food Store offers customers a glimpse into the future of shopping on our Australian forecourts – aiming to deliver an outstanding retail experience with the highest quality fresh food at great value,” Brooke Miller, BP Australia vice president sales and marketing said in a statement on Wednesday.

“The store design has been carefully planned to cater to the expectations of busy, urban customers while still providing BP’s usual high-quality offers such as the Wild Bean Café.”

She said the opening is an important step in BP’s strategy to transform convenience retailing in Australia.

“It’s been a real pleasure to work with David Jones to develop this partnership and both companies are excited about offering Australian consumers something fresh, delicious and different,” she said.

Pieter de Wet, managing director David Jones Food, said the opening represents an exciting new chapter for David Jones Food.

“The carefully curated product range showcases David Jones Food’s enduring focus on quality, innovation and taste. As consumer behaviour changes and demand for fresh and accessible food-for-now and food-for-later options continues to increase, we’re excited to present a new concept to Australian consumers that’s set to change the way they shop for food,” he said.

The retailers will be hoping to make their mark on the $4.7bn convenience sector. The “premiumisation” of convenient fast food provides a major growth opportunity, with IbisWorld forecasting revenue growth of 4.7 per cent through 2018-19 to A$7.6 billion.

The new BP Bayside, is located on the corner of North Road and Nepean Highway.

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