IMAGINE - THE PERFECT SERVICE STATION
They have become bywords for poor, overpriced food, family rows and snapshots of mankind at its least appealing. But all is about to change for the hard-shoulder hells that are Britain's motorway service stations.
Growing intolerance of poor standards and service and "rip-off" prices have prompted the Highways Agency to start a public consultation on motorway services. It is to publish a paper this week in which it will urge consumers to have their say.
People are being asked, for the first time, to describe the sort of place that would tempt them to take more frequent breaks - and therefore reduce the number of accidents related to fatigue.
The Highways Agency believes that there are lessons to be learnt from the Continent, where service stations are used to promote tourism and regional delicacies.
However, the sale of alcohol remains off-limits and the Government does not feel that alcoholic drinks should be sold at restaurants, shops or hotels at motorway service areas.
Some outlets have already shown signs of change in recent years, with the introduction of comfortable coffee lounges instead of canteen-style diners stocked with chipped plastic trays. And there is clearly demand for better quality, healthy food instead of fast food and pre-cooked meals kept warm all day.
A report from Mintel, the market analysts, predicts a slump in the service station industry from £530 million to £512 million within five years.
Roadside catering companies are already attempting to fight the decline by demanding freedom from the tough constraints that govern their operations.
Many would like to increase their size and space, open more shops, such as discount stores or hypermarkets, allow alcohol to be served at on-site motels; or open a betting shop on the premises.
Elements of this wishlist are controversial and the Government is concerned that service areas should not become destinations in their own right, leading to an increase in traffic.
Stephen Ladyman, the Roads Minister, has ordered the public consultation to ensure proper public input.
There is already a proposal in the Road Safety Bill, currently before Parliament to introduce more French-style picnic areas that will encourage drivers to take a break. These are usually in restful, parkland settings with outdoor tables and a lavatory block. The plan is for a pilot site to oen on the M5 near Bristol by 2008.
Such moves have provided a fillip to what is considered the best services in the country - the Tebay area on the M6 outside Penrith. It is run by the family company Westmorland, whose farm shop and delicatessen provide an incentive to stop.
Other recommended service stations include Gordano, on the M5 near Bristol; Stafford, on the M6 heading north; and Hopwood Park, on the M40 near Birmingham.