Road Trip Insights: Evaluating FreshStop Stores
Road trips have long been a favoured pastime in South Africa and are currently a notable trend globally. Amidst the bustling flow of travellers, an opportunity arose to embark on an insightful journey along busy routes, each adorned with FreshStop stores. The purpose was to conduct a comprehensive evaluation of these stores from a customer-centric viewpoint, meticulously examining factors ranging from site location and signage to offerings and overall customer experience. Additionally, engaging with on-site owners presented a chance to delve into specific challenges and opportunities while extending the season’s greetings.
Journey Highlights and Evaluations
The journey commenced from Cape Town at 5 am, setting off towards Bela Bela in the Limpopo Province. The initial stop in Caledon, an established highway site operational for nearly seven years, offered a quick refuel coupled with Seattle Coffee and freshly made doughnuts, approximately 120 kilometres outside Cape Town. Subsequent brief stops in Riversonderend and Heidelberg preceded a visit to Riversdal, where a new FreshStop was underway. Continuing through Mossel Bay and George, the R62 route was chosen to circumvent heavy traffic on the N1. Stops at competitor sites along this route revealed substandard offerings, while the Windmill site near Port Elizabeth, featuring Spar and Shell, stood out with its well-curated infrastructure and diverse Quick Service Restaurant (QSR) and coffee offerings.
Engaging with FreshStop Owners
An overnight stay in Makhanda/Grahamstown preceded visits to Port Alfred, where both Andy’s and R72 sites, managed by Jason, Noma, and Justin respectively, displayed well-stocked shelves with enticing promotional displays and special offers for customers. Departing early from Makhanda, the journey continued to Komani/Queenstown, pausing at Alan Hahn Motors, where owner Dane, alongside the forecourt and store manager, catered to a bustling crowd of travellers and locals seeking coffee and breakfast options. Discussions on driving sales and profitability ensued with the owners of Bell Motors and Frontier Motors, The Fisher Brothers.
Exceptional Service and Vibrant Atmospheres
The next stop was Aliwal North, where owner Denzel and his mother warmly welcomed visitors amidst the bustling activity of restocking and preparing Crispy Chicken. After a revitalizing break, the journey pressed on to Bloemfontein, with a stop at the Sunny Hill FreshStop on the N1, boasting recent renovations and a vibrant atmosphere managed by Sekwale, serving Crispy Chicken within 4 minutes. Following a restful night in Randburg, the journey resumed from FreshStop Christian de Wet in Bela Bela, ensuring a swift service facilitated an early departure to evade morning traffic.
Insights and Future Strategies
After enjoying cherished moments with family in Bela Bela, the return journey to Cape Town commenced, with stops at various competitor and FreshStop sites along the N1 route, including Colesburg, Richmond, Beaufort West, and Laingsburg. Insights gleaned from these experiences were thoroughly discussed during a strategy session with leadership, with plans to integrate findings into presentations for future meetings.

Above:Leslie Fisher and his brother Julian Fisher with Joe @ Bell Motors

Above : Jason, Justin from EC Port Alfred Andys

Above :Joe Boyle with Dane Van Westhuyzen from Alan Hahn

Above: Alan Hahn

Above: Paul, Noma, Gerrit from EC R72 Port Alfred