Penny on the Move has achieved a substantial uplift in like-for-like sales of its Food to Go Offer at its Scorton store, which has driven the strategic enhancement of its in-store bakery offer across the whole of its forecourt estate.
As part of a continued focus on elevating the customer Food to Go proposition, Penny on the Move transitioned its bakery range to Country Choice nine months ago. The objective was clear: to improve in-store execution, strengthen product range quality, and deliver a more commercially effective Food to Go solution—without adding operational complexity
While overall product volume remained broadly consistent, the enhanced depth, consistency, and versatility of the Country Choice range has delivered strong performance across both breakfast and lunchtime missions. The range integrates seamlessly into meal deals and complements Penny on the Move’s established Costa coffee offers, further increasing customer engagement and basket spend.
Customer response has been overwhelmingly positive, with consistent feedback highlighting improved quality, greater choice, and increased satisfaction. This has translated into strong repeat purchases, particularly among local customers, directly contributing to the category’s impressive sales growth of over 100% like for like in Scorton.
This performance has been underpinned by a highly relevant, quality-driven product range aligned to the needs of the Food to Go shopper, combined with an engaged in-store team focused on driving sales.
Operational efficiencies have also been a key outcome of the transition. Store execution is now simpler and more consistent, replenishment processes are faster and more reliable, and Store Leaders are better equipped to maintain availability during peak trading periods. These improvements have supported tighter gross profit control and enhanced confidence in delivering a consistently strong Food to Go offer.
The success of this transition has been further reinforced by Country Choice’s collaborative partnership approach. Comprehensive training, strong product availability, and proactive account management have been complemented by valuable market insights, helping to shape a proposition that is both commercially robust and scalable across a multi-site forecourt environment.
Commented Sam, Store Manager, “The Country Choice range is better as is the quality of the products. The training offered was excellent and the equipment very easy to use and navigate. It’s a win-win because on top of all that the customers have also said that there’s more choice and products are so much nicer too!”
Country Choice is now a core partner in Penny on the Move’s strategy to build a high-quality, scalable Food to Go platform—combining a compelling product range, competitive minimum order values, reliable delivery schedules, and a deep understanding of the forecourt retail model.