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PKN Orlen has launched a new and rebranded convenience retail store
with food services in Warsaw that represents a new concept for the
company.
Joseph Bona, president of CBX's retail division, said the concept
includes strategic brand positioning and revamped corporate identity
program. "PKN Orlen sought to raise the design and merchandising bar in
c-store retailing and, in turn, leapfrog the competition," Bona said in
a released statement. "To that end, motorists using the site's fuel
islands will find the adjacent Stop Cafe Bistro' convenience store hard
to miss. Bold colors and backlit columns on the store's exterior
provide a powerful visual statement both day and night."
The new design, explained Bona, features a vibrant grid of product and
people photography incorporating "PKN Orlen's iconic shade of vivid red
as well as darker and lighter reds, to highlight the overall
foodservice area," he said.
"Inside, we designed a layout that drives more customers through a new
and improved foodservice offer to generate higher sales and profits,"
Bona said in a released statement. "Coffee to go, a new and expanding
category, is located near the entrance, immediately enticing customers
with the sight, sounds and aroma of freshly brewed coffee. A
well-stocked newsstand with periodicals also tempts customers to spend
a moment browsing."
Foodservice customers travel the length of the store to pay for their
purchases at a centralized paypoint positioned at the rear of the
selling space, where they will also find the grocery section. Light
wood-trimmed shelving holds a wide range of items that makes Stop Café
Bistro a destination for everyday kitchen staples as well as prepared
foods.
CBX's design team devised a vibrant grid of product and people
photography incorporating PKN Orlen's iconic shade of vivid red as well
as darker and lighter reds, to highlight the foodservice area, which
includes a grill station for made-to-order hotdogs. Sandwiches and
other to-go foods are displayed in sleek glass cases with light-wood
trim. 'Our intent was to create a 'stage' or a bit of theater around
the food offer,' Bona explained, 'while also allowing for ease of
operations.'
PetrolWorld 160508
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