Dull, monotonous brick and mortar structures. That is not the Upper Forecourt. It is a place of architectural evolution. The Upper Forecourt is more than just a park. It’s a space that reflects the changing needs and desires of the community.
The Upper Forecourt has undergone frequent transformations over the years. Major oil companies own almost all sites. They revamp the architecture every decade or so. The typical American gas station architecture has seen its fair share of brutalist designs. Art Deco and minimalist designs have also been incorporated. Even futurist designs were used.
Early gas stations were built outside pharmacies. General stores and hardware shops also housed them. Blacksmith shops offered hand-operated fuel filling. They dispensed kerosene and lamp oil. The world got its first drive-in gas station in 1913. It was the Auto Row in Pittsburg. The building architecture included a distinctive canopy. Spacious rows of dedicated fuel pumps completed it.
1938 brought affordable automobiles to the affluent. The service stations matched the game. Glamour became an important architectural expression. The Fiat Tagliero station in Eritrea exemplifies this. It showcased futurist design at the heart of Africa.
The 1960s ushered in foundation architecture for modern-day petrol filling stations. Mobil employee Eliot Noyes contributed significantly. He designed over 20,000 gas filling buildings worldwide. They feature refined designs and compact spaces. Before this, petrol stations were eclectic. Simple pumps were installed outside houses. Petrol stations were more of a domestic entrepreneurialism. Their designs featured multifarious ad-hoc structures. Cottages, sheds, stables, and outhouses were decorated with logos and commercial signs.
Leading architects continue to make subtle renovations. They avoid significant changes. Foster & Partners experimented with standard petrol canopies. Instead of the traditional design, they created an inverted pyramid canopy. These canopies use corporate colors. They accentuate the trademark.
Forecourts are positioning themselves as convenient shops. They directly compete with traditional convenience stores. Most shoppers visit forecourts by car. Forecourts can tap into a customer base that convenience stores often cannot. This is because of the location of the convenience stores. They are often in city centers or main roads. These often lack parking.
In 2005, M&S partnered with BP. Shoppers began to treat forecourts as normal convenience stores. As a result, they were more prepared to do a normal shop. Retailers and suppliers must understand forecourts. Forecourts are not just petrol stations anymore. They are convenience stores that also sell petrol. This opens the opportunity for food suppliers. They can offer a better selection. This will appeal to convenience forecourt shoppers. It sets them apart from the standalone convenience shopper.
The main mission for shoppers visiting a forecourt is to purchase food to go. The percentage of forecourt shoppers buying food to go over-indexes the average convenience shopper. It is important to note that shoppers are still purchasing fuel. However, their main reason for visiting has changed. The main missions that have increased are Top Up and Treat missions. This has a large impact on the ranging recommendations for suppliers. They can tap into a growing market and opportunity.
Ensuring shoppers visit the forecourt is essential. Friendly and helpful staff is the main factor driving shoppers to a store. Shoppers want a good range of products and good prices. However, the in-store experience is really important.
Price may not be of primary importance to forecourt shoppers. Even so, shoppers’ expectations on price are not being met. Forecourts are seen as more expensive than average convenience stores. Retailers and suppliers see price premiums as a positive. However, this is a negative for shoppers that needs to be addressed.
Shoppers purchasing fuel regularly purchase shop items. Cleanliness of pumps and queue time for pumps are most important. Factors vary based on whether it is a managed or symbols forecourt. Shopper demographics and location also alter behavior. They also change what is important to the shopper. The Upper Forecourt adapts. It caters to the evolving needs of its visitors.