MFG – Food to Go and Bakery Concept Rollout

Motor Fuel Group partnered with SmithBrewer to reimagine the in-store Food to Go and Bakery experience across its forecourt estate.

The ambition was to elevate the customer journey through a refreshed category treatment system, upgraded signage, and premium pelmet solutions that would modernise the environment while remaining commercially viable for rollout at scale.

Designed for both new-build knock-down rebuild sites and retrofit applications within existing stores, SmithBrewer was appointed as the end-to-end partner, responsible for concept development, engineering, manufacturing, print, and installation.

The objective was clear: create a more competitive, premium retail experience that could be implemented consistently across the MFG estate.

The project carried significant weight: it was the very first execution of a new concept we had been developing with MFG, and it had to be delivered in just four weeks. The store required a total design overhaul, including the development of a new category treatment system, a full suite of reimagined retail graphics, and stand-out category headers that would enhance navigation and create a more premium customer experience.

Everything needed to be engineered for durability, printed in-house, and manufactured with absolute accuracy, all with an immovable deadline.

SmithBrewer developed a commercially intelligent concept system designed specifically for the operational realities of forecourt retail.

Working across both retrofit and new-build applications, the team created a scalable design approach that enhanced the existing environment without requiring fundamental layout changes, reducing disruption, installation time, and rollout cost.

The uplift programme introduced:

• A new category treatment system with clearer visual hierarchy
• Improved customer navigation throughout the store
• A more premium and contemporary visual language
• Reimagined Food to Go and Bakery zones
• A complete new artwork and graphics package
• Durable, high-impact category headers and pelmet treatments

All graphics were produced in-house to maintain complete control over colour accuracy, consistency, and programme speed.

The category headers and signage elements were engineered and manufactured internally, ensuring every component was robust enough for a demanding retail environment while delivering a significant uplift in perceived quality.

Beginning with the successful launch at Gatwick North, the concept has since rolled out across seven locations by Q2 2026, ranging from 1,000+ sq ft full-store uplift programmes through to targeted drop-in unitary upgrades.

The new concept has delivered a clear visual evolution for MFG, introducing a more premium retail aesthetic that strengthens customer perception and helps differentiate the brand within a highly competitive forecourt sector.

By combining concept design, engineering, manufacture, print, and installation under one roof, SmithBrewer enabled MFG to move from idea to rollout quickly, efficiently, and with complete confidence.