The petrol station forecourt operator is seeking to elevate the on-site customer experience at 267 sites in Belgium, the Netherlands and Luxembourg
EG Benelux has partnered with Premium Coffee Group AG to launch a Lavazza-branded coffee solution across 267 Esso service stations in Belgium, the Netherlands and Luxembourg (Benelux).
Global petrol station forecourt operator EG Group launched in the Benelux region in 2007 and currently manages over 700 forecourt outlets across the three markets – predominantly in the Netherlands.
In a joint press release, EG Benelux and Premium Coffee said the rollout will transform the customer experience by offering barista-level coffee in a convenient, on-the-go setting. The six-year partnership will see Franke Coffee Systems and Hillewaert BV supply and service the self-serve bean-to-cup professional coffee machines, with Bluespresso BV, the exclusive distributor of Lavazza in the Benelux region, supplying coffee beans.
“With this partnership, EG Benelux is taking a next step in bringing the premium coffee experience to consumers in petrol retail stations, supporting a positive brand experience and increasing shop revenues,” said Sjoerd van den Dungen, Chief Operating Officer, Premium Coffee Group AG.
UK-based EG Group currently operates 808 forecourt foodservice outlets across Europe and the US. It licensed brand portfolio in Europe includes Starbucks, Coffee Fellows, Ditsch and BackWerk.
However, EG Group’s foodservice revenue fell 41% year-on-year in 2024 after it sold most of its UK foodservice business, including 1,000 food-to-go locations and 80-store food-to-go and coffee chain LEON, to supermarket group Asda for £2.27bn ($2.8bn).
