WELCOME TURNAROUND
Motorway service stations and the food they offer travellers did not have the best of reputations when the new millennium dawned. But change has been taking place...
Motorway service stations and the food they offer travellers did not have the best of reputations when the new millennium dawned. But change has been taking place. Les Leonard speaks to Rod McKie, the man spearheading the turnaround for one of the major players - Welcome Break.
Welcome Break is beginning to reap the rewards of a major £6 to 7 million re-branding venture led by an upgrading of a wide range of services including the chain's restaurant facilities.
And evidence of the investment paying off comes as the overall business - featuring forecourts, hotels, food venues and retail outlets - now boasts an annual turnover of £630 million .... which is rising with like-for-like growth up 6%.
Rod McKie chief executive officer of Welcome Break, admits that when he joined the company seven years ago it was one of the three motorway service operators all "tarred with the same brush" with the public generally critical of what was on offer, especially the food.
"We have tried to modernise our operations and the upgrading 18 months ago of our 26-strong estate - including the two latest at Cardiff Gate and the Eurotunnel complext at Folkestone - has greatly refreshed our image and hopefully shown what we offer in a better light".
Rod says that with some 80 million travellers passing through his company sites annually it is imperative to attract them to sample what's on offer by making sure it is fresh, appealing and of the highest quality.
And the 'back to basics' formula to overcome the former reputation of "high prices for poor quality food" appears to be working with research now showning that around two-thirds of the visitors spend itme and money at one of the varied outlets.
"One of the advances we have made to ensure good quality food at the right price is the launch of Culinario, an innovative food heating system from Switzerland which overcomes the old day offering of a dried up meal served ona hot plate.
"This means that for the thousands upon thousands of breakfasts, lunches and evening meals, we can guarantee food is the right quality ranging from chicken kept crisp, dry and moist, to curries and lasagne kept hot under a heat, however, that won't dry them out."
BID TO ATTRACT DINERS
During quieter times of the day when it's not practical to display the full range, the kitchen team will freshly cook orders for customers within minutes.
In a bid to attract diners to sample this system, they are urged to call in and find out for themselves when it is hoped they will "fully realise that the archaic opinions of motorway food are jus tthat!"
But having got the food right it has also been essential to ensur the front of house staff idsplay the right attitude.
"Again going back seven or eight years a motorway sergvice station was not considered a good place to work with a high staff turn orund but now our employees feel that it is a fun location and they report back to us that they are enjoying their work.
In the early days we were acting like a bus srvice ferrying people to our sites but now they get a decent wage and can afford their own trnapsort to come to work.
"When we have millions of visitors we have to make sure that we are prepared to receive them, giving them what they want - a quality offering - when they want it. We are constantly striving to make improvements."
And a number of promotions give staff the incentive to achieve top targets. Manager shave won Mini Cooper cars, trips to Italy to improve their barista skills and a visit to the Michelin-starred Le Manoir Aux Quat' Saisons.
The majority of staff are British, hailing from towns and cities near the motorway locations but the workforce, especially for the seasonal sessions, is boosted by East Europeans and college students.
* Prior to joining Welcome Break in 2001, Rod McKie was managing director of Coffee Republic. In the early 1990s he joined Pret a Manager helping the company founders on their nutritional crusade.
He began in the industry in 1986 with Whitbread developing the TGI Friday's concept as it was brought across the Atlantic from the USA.
Rod who lives with his wife and four year old daughter in Beaconsfield, admits to being a "classic car freak" visiting shows with his family.
MOVE TO IRISH M'WAYS AND BRITISH 'A' ROADS
Welcome Break has operated restaurants on mtorway service areas since the first opened at Newport Pagnell in 1959. But the group is now looking to develop its formula-winning concept on A roads.
"We are currently trialling test models with further activities by the end of this year and into early 2009 - so watch this space."
Welcome Break is also bidding to provide its facilities at new service stations that re planned on motorways in Ireland over the next two or three years.
So 35 years on from the days of Julie's Pantry, The Granary and Food Connections, the motorway operator with a multi-million pound turnover, now features Eat In which was described when launched as "a new and exciting transition".
The company then said: "Its bold and contemporary look complements are modern restaurants and projects our confidence in our food offering - thanks to a dedicated food team who continue to revolutionise motorway food."
In addition the company has a number of well known high street brands which it operates, paying a franchise fee.
These include Burger King restaurants featuring at 19 motorway locations adding to the 11,100 worldwide in more than 65 countries from a venture that began with one restaurant in Miami in 1954.
"As a Burger King franchisee we are able to let diners 'have it their way' at these destinations across the country." says Rod.
UK FAVOURITE
Welcome Break has been a licensee of another American inspired favourite for UI diners, KFC for many years, and now operates 24 units across the etate.
"Although employed and trained by us, these teams hold the same values and principles expected from KFC. Eat in or takeaway customers find the same menu as they would on the High Street providing the Colonel's secret recipe chicken."
Working in partnership with companies like Ginsters and Bake and Bite has led Welcome Break to develop a chilled and hot bakery range - freshly baked on site giving customers on the move a quick hot snack.
There is also a healthy fruit and smoothies range along with extensive drinks options including all the essential energy dirnks and quality coffee tastes.
Welcome Break introduced its branded 'Coffee Primo' in 2002 providing customers with 'quality coffee on the go'. Due to its growing success the group now operates 28 units across its network from the M5 in the West Country to the M74 in Scotland.
Trained baristas serve a range of Italian coffee - from Cappuccino to the short, intense shot of Espresso - backed by premium snadwiches and wraps (including the authentic Italian Deli products), as well as indulgent muffins and cakes.
"Over the years we have felt privileged being compared to major players in the world of coffee, such as Caffe Nero & Starbucks, and we came 25th out of the 'Top 50 Coffee Shops' across Europe. The group was nominated by the Beverage Service Association for providing the 'Best Beverage Experience' at Hopwood Park, Birmingham."