Tankerford Ltd raised the bar for roadside retail with the launch of its first Refuel Market at Ardleigh South Service Station in late 2024, building on the success of its nearby Nisa Local site. Since then, the business has continued to grow, now operating 11 forecourt locations with further expansion planned during 2026.
Reimagining roadside retail
Refuel Market was created to move beyond the traditional service station offer, delivering a more modern, welcoming space focused on fresh, high-quality food for customers on the go.
Jamie Wheeler, Retail Sales Director at Tankerford Ltd, explains:
“We want to create inviting, modern spaces that encourage people who might have driven past, to stop and see what we have to offer. Today, that’s exactly what’s happening with Refuel Market.”
Following earlier investment at the site, sales had levelled off. Refuel Market introduced a stronger, more distinctive proposition centred on freshness, variety and innovation.
Elevating the offer
Working with Co-op Wholesale has been key, giving access to Co-op own-brand products alongside premium food-to-go ranges. The result is an offer that combines quality and value, supported by strong meal deal performance and a focus on fresh, convenient options.
The addition of features such as the ‘Flavours of the World’ range has also brought variety and a encourages customers to try something new.
The role of partnership
Co-op Wholesale has played a central role in shaping the proposition, providing both a trusted product range and ongoing support to refine the offer.
As Jamie notes:
“The Co-op branding adds credibility and quality to Refuel Market, and we’re confident it’s one of the reasons customers are responding so well. And our partnership extends beyond products. With Co-op Wholesale's guidance, we’ve been able to refine our offerings and focus on what matters most to our customers. It’s a true collaboration, and we’re proud to have such a strong ally in this venture.”
Looking ahead
With strong early performance, Tankerford continues to build momentum, working closely with Co-op Wholesale across multiple sites and planning further expansion. Improvements in own-brand range, chilled supply and promotions have supported performance, with food-to-go and chilled remaining key growth areas.
As the business grows, Refuel Market is helping redefine expectations of roadside retail - proving it can be both convenient and high quality, with clear potential for the future.
