Royal Dutch Shell Plc  .com Rotating Header Image Shell to install Jimmy’s food stands in Bulgarian petrol stations

25th April 2007
By Clare Watson

Oil giant Royal Dutch Shell is reportedly installing food corners in 58 of its 102-strong network of Bulgarian petrol stations in partnership with Bulgarian ice cream company Jimmy’s, according to local publication Dnevnik.

The five-year agreement will see Jimmy’s install food stands to provide ice cream, sandwiches, snacks and beverages to Shell’s fuel retail customers, Dnevnik said.

The publication cited Teodora Koleva, the oil giant’s commercial director, as saying that the move comes as part of Shell’s aim to focus on its fuel retailing activities by passing on the management of the non-core operations across its fuel network to outside companies.

This expansion into new retail options is also reportedly part of Jimmy’s operational strategy, and Dnevnik reported that, in 2006, the ice-cream company started to supply take-away products to a number of filling stations.

While Shell’s strategy will widen the offerings available to its Bulgarian retail customers, the company may need to heed advice from Andrea Taylor, trade relations manager at Masterfoods, recently quoted by Forecourt Trader. “Consumers might not expect to find ice cream in a forecourt store, so retailers need to use point of sale material to draw people in,” she explained.

Nevertheless, selling ice cream on petrol station forecourts is being seen as a successful way to capitalize on the market for adult-focused high-quality food products. and its sister websites,,,,, and are all owned by John Donovan. There is also a Wikipedia article.

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