Steering in a new direction

Customers are frequently guided by the food on offer at highway service stations when considering where to stop on their journeys. The strength of the Steers brand, which carries greater equity, recognition, loyalty and expertise than the current Whistle Stop brand, will be a key driving force in enticing customers to choose Shell as the place to refuel, relax and grab a bite to eat. This means major benefits for all parties involved, according to the press release issued.

"We wanted to offer a dining experience that was unique and exclusive to our Shell Ultra City network, but also wanted a restaurant partner that has a high brand share of preference. We were extremely happy when approached with the concept of the Steers Diner as this new format is unique and exclusive to Shell Ultra Cities and carries the Steers Superbrand status. The new Steers Diner with its superb menu range will enhance the customer experience when travelling on the national routes around South Africa," says Keith Dilkes, Shell's format category manager.

"In addition to leading the way in fuels technology and service, Shell is first once again in offering a true diner experience, which includes a scrumptious breakfast range, backed by the prestigious Steers brand, demonstrating once again our on-going commitment to our customers," added Wayne Kingwill, Shell's regional retail manager, Southern Africa.

Design elements

The integration of the existing Steers quick service image and the casual dining restaurant, have also retained the design elements of the Steers brand. The familiar purple and orange have been incorporated into all the casual dining elements, including the signage, uniforms and in-store décor.

The diners will cater for both quick service customers as well as those who want to sit down. To ensure operational efficiency, separate entrances for these different customers have been built into the design to reduce congestion during peak periods.

"The Steers Diner concept shows once more that the Steers brand is committed to meeting the demands of its customers," says Steers' managing director, Kevin Waite. "The Steers partnership with Shell at its highway Ultra City sites now affords the traveller an opportunity to enjoy the traditional Steers offering, but with a whole lot more added to the normal Steers menu."

In keeping with Steers tradition, the entire menu range has been designed to cater for everything from the early morning traveler looking for a wide range of breakfasts, to the lunch or dinner time traveler looking for a choice of grills. The latest coffee machines have been installed too.