How Ukraine's WOG changed their foodservice offer

Significant qualitative changes are occurring in the development of food service at petrol stations in Ukraine. Customers now have greater confidence in the food offered at petrol stations, while also demanding a wider range of options. This trend has encouraged companies to expand and introduce more interesting gastronomic offers and new products.

When comparing Ukraine with European countries, the level of food service and assortment range in petrol station chains is comparable to that of European markets in many ways. However, differences do exist due to consumers' preferences and habits, which must be considered.

Irina Sokolovskaya, Director of the Directorate of Public Catering and Intercity, discussed the development of the gastronomic offerings at the WOG network.

An ideal food product at a petrol station should be of high quality, delicious, and convenient for consumption, whether in a café at the station or in a car.

WOG was one of the first petrol station networks to introduce the sale of coffee and hot dogs. These initial steps marked the introduction of food services at petrol stations. With positive feedback from customers, the assortment was expanded to include desserts and sandwichs. This contributed to the establishment of a food culture at petrol stations. Today, the menu includes main dishes, salads, breakfast options, a wide range of desserts, and snacks. The company continuously strives to cater to the different gastronomic preferences of its customers.

How Ukraine's WOG changed their foodservice offer — © WOG

During the coronavirus pandemic, people became highly sensitive to the way dishes were served. WOG had to find solutions for individual packaging of each dish, ensuring a higher level of protection and minimal contact with products. In addition to implementing safety standards such as the use of sanitizers and masks, the café seating area was closed, and takeaway services were provided.

"Due to the full-scale war outbreak, some of our suppliers ceased operations. We had to find replacements. While not all suppliers met our requirements for product quality, finding alternatives was not a significant challenge. Our company has been in the market for a long time and maintains active relationships with numerous suppliers in our segment. Some new suppliers even took the initiative and offered us their products," says Irina Sokolovskaya. "People have now adapted to the realities of war and expect the same service and assortment they were accustomed to before the invasion at our petrol station cafes."

Experience in catering development has shown the application of the Pareto principle – where 80% of sales come from hot dogs, burgers, and coffee, while the remaining 20% is derived from meals, snacks, etc. Nevertheless, customers like to choose from a variety of dishes on the menu rather than from a limited selection.

“Therefore, we are expanding the assortment in each category of dishes. For example, we recently added croissants with jamon and feta, as well as a vegetarian burger. We reintroduced shrimp and expanded our dessert line. We are also testing decaffeinated coffee, which is rarely seen in petrol station chains. Moreover, we launched a line of cold drinks, including cold coffee drinks and lemonades. Our goal is to surprise customers with a diverse range and variety of tastes," says Irina Sokolovskaya.

Quality is a fundamental aspect for WOG. The quality control process begins with audits at supplier factories, as the petrol station network only initiates cooperation after this step. Subsequently, the quality of products received at distribution centers is monitored, with strict adherence to temperature regulations during storage and transportation. Each facility has checklists outlining detailed parameters for incoming control, which are followed when accepting products at the site. It is also used for pre-sale marking and marking at the time of displaying the goods on the display case.

“We are focused on expanding the range of food and beverages offered to customers. A few months ago, a pilot project for the sale of decaffeinated coffee was introduced at 26 filling stations in the Kyiv region. In this short time, we have attracted several customers who specifically come to us for this drink. To cater to vegetarians who are fasting or love exploring new tastes, we introduced a veggie burger, which has gained its own fan base. We have also expanded our menu of light salads," says Irina Sokolovskaya.

Starting from June 1, they have rolled out an updated menu across our network of filling stations. These changes have affected almost every category, and WOG announced a new product – the kebab hot dog. Additionally, customers can now have steamed vegetables as breakfast and main course options. The WOG team has worked on this menu to ensure that individuals with dietary preferences can find dishes that suit their tastes and preferences.

"We constantly analyze the calls to our hotline. Many clients share their proposals with us, and we carefully consider them for implementation. For instance, the addition of a vegetarian burger to our menu is a direct response to our customers' feedback. We targeted their needs and decided to offer vegetarian dishes at our filling stations. Of course, we also take into account regional preferences. When developing our assortment, we strive to find solutions that are relevant throughout the country," explains Irina Sokolovskaya.

WOG is actively considering the use of alternative types of milk for coffee drinks, including plant-based options, in line with the modern global trend. The company plans to expand the assortment of fresh food items, as well as cater to the preferences of their customers in other categories. They continuously introduce new combinations of flavors and seasonal novelties.

As part of their commitment to digital innovation, they implemented WOG PAY BOX self-service terminals at select filling stations. Customers can conveniently place their orders through these terminals, which automatically appear on the operator's tablet or in the kitchen, depending on the specific filling station. The team prepares the dishes, and as soon as they are ready, they are served to the guests based on their check number. Through the PRIDE application, customers can also use the WOG PAY function to pay for their coffee purchases and prepare their favorite drink on the coffee machine. Fast, convenient, and without a queue.

When it comes to promoting new catering products, an integrated approach is the best way. This includes providing additional discounts for cross-promotion of food and drinks, immediate-use discounts for gastronomic offerings, welcome discounts, repurchase offers, and complex offers such as combos. Personal communications also play a vital role. Only through the comprehensive use of these promotional tools can they achieve the maximum impact. However, the ultimate marketing tool in the catering industry remains the quality and variety of dishes. This is what guarantees repeat purchases.

Written by Igor Vazhynskyi, Editor-in-Chief at superstation.pro- a Ukranian-based digital magazine about gas station networks and roadside service in the world