The big interview: Roadchef

While the nation’s foodie scene has undoubtedly been turbocharged in recent years, there is one sub-sector that has remained in the slow lane. Unfortunately, the worst motorway service areas (MSAs) continue to combine the worst of all worlds: captive-audience-inspired high prices with an offer that often eschews any semblance of actual effort.

One operator, however, is certainly bucking this trend as, as we reported in our last issue, Roadchef recently launched a new concept based on a type of establishment that is synonymous with quality and the highest possible standards. The MSA specialist, which operates in 31 locations across the UK, welcoming up to 50m visitors a year, opened its first Farm Shop outlet, at Sedgemoor Services on the M5 southwest of Bristol.

As Roadchef acknowledges, the move marks its first venture into showcasing premium local artisan produce. The idea is that, instead of getting in and out as quickly as possible, visitors can instead pause their journeys and discover some of the finest food, drink and craft gifts that the local area has to offer.

It’s something of a departure for a company that is better known for its work with a portfolio of brands that includes huge names such as McDonald’s, Costa Coffee, Leon, Co-op and WHSmith. It is all part of a carefully considered move to leave necessity-based motorway shopping in the rear mirror and move to a more desire-driven experience, encouraging visitors to extend their stays, all while helping out local businesses. 

“We launched the Farm Shop at Sedgemoor Services to meet growing customer demand for authentic, local experiences and to support regional producers,” explains Kevin Whitehouse, retail, procurement and supply chain director for Roadchef. “Showcasing premium artisan products from over 40 Somerset suppliers, the Farm Shop invites travellers to pause and enjoy the region’s rich culinary heritage rather than simply passing through.

“This initiative aligns with our long-term retail and brand strategy, which focuses on enhancing customer journeys, supporting sustainable sourcing and championing local communities. By partnering with local businesses, we have created a distinct, experience-led offer that reflects our commitment to environmental and social responsibility.”

Whitehouse certainly speaks from a position of some experience, having been employed in the retail sector for over 20 years with leading brands such as the aforementioned WHSmith and English Heritage. He joined Roadchef in 2023 to oversee its retail operations and develop new innovations such as the Sedgemoor Farm Shop. So how has the latter been going so far?

“The response from customers has been fantastic,” Whitehouse enthuses. “From the very first day, there was real intrigue, interest and excitement from visitors with strong sales figures to match. There is a really strong appetite for local, high-quality produce, and as we move into new seasons, we are excited to evolve our range and build on the fantastic momentum from our launch.”

Part of this success has clearly been down to Roadchef’s policy of building relationships with local suppliers. Indeed, when I ask Whitehouse what the biggest lesson he has learnt so far is, he clearly knows which side his bread is buttered.

“The producers are everything,” he says. “Building the offer around local growers, farmers and artisans is key to success. Working closely with them and learning about their amazing products has been a privilege, and seeing our customers enjoy those products is incredibly rewarding.

“We always believed there was an appetite for this kind of offer, but the response has exceeded expectations. The engagement from customers has given us real confidence in this model.”

Some 48 of the producers sourced are from within a 40-mile radius of Sedgemoor, alongside 14 regional ones from within 60. Among the featured local artisans are Beaus Bakehouse, offering artisan cakes; Sedgemoor Honey Farm, providing authentic Somerset honey; and Nutts, an artisan producer based out of Weston-super-Mare that makes handmade scotch eggs.

“All of the products in the Farm Shop are from UK suppliers,” explains Whitehouse. “We are passionate about working closely with local producers as it is what makes the Farm Shop special. We have already built brilliant relationships with artisans, farmers and growers, and it has been a pleasure to showcase their incredible work.”

And it’s not just provenance that has been prioritised. As is often the case with this kind of strategy, sustainability is also extremely high up on the agenda.

“It is a key part of our policy,” Whitehouse says. “Across the business, we are focused on reducing energy consumption and carbon emissions, and supporting the transition to electric vehicles with high-powered charging facilities. The Farm Shop complements that approach by providing locally sourced, sustainable products while supporting regional producers and reducing food miles.”

Roadchef’s dedication to getting these kinds of aspects right has been emphasised by the involvement of Appetite Me. The countryside diversification specialist helps transform rural areas into thriving retail and hospitality spaces.

“Appetite Me has been a fantastic partner,” Whitehouse says. “Its expertise, insight and deep understanding of the farm shop sector guided us through the process, helping us avoid common pitfalls and connect with local producers. Its support was instrumental in bringing the vision to life.”
It’s probably fair to say that the company’s first move into this territory has been a somewhat daring one. Is Whitehouse confident that this, the original outpost, will continue to succeed?

“Definitely,” he asserts. “We launched the first one here specifically as we recognised that growing demand. The location is, of course, key to the success of the offering, and Sedgemoor in the heart of Somerset, with such wonderful local produce in the region, makes it a perfect site for a Farm Shop.

“Additionally, its position on the M5 lends itself well to this kind of offering, with lots of visitors making their journey down to the South-West for UK holidays and get-aways. We are seeing real demand in this area and it’s definitely an area of growth for the business.”
So, with the Sedgemoor site really getting into gear, does he think there is a growing demand for this kind of innovative outlet, particularly in the MSA space?

“Right now, our focus is on evolving the range as the seasons change,” Whitehouse concludes. “We have had a great summer, and we are now working closely with local producers to ensure the offering remains fresh, seasonal and reflective of the best Somerset has to offer.

“Beyond that, we are looking to build on the success of Sedgemoor by exploring potential new sites. We are taking a careful and considered approach, ensuring we choose the right locations with the right ecosystem of local producers to support and showcase.”

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