UK forecourt operator EG On The Move has launched a new in-store bakery concept, Bill’s Bakery, as it looks to strengthen its foodservice offer across petrol station locations.
The quick-service bakery brand, which opened earlier this year, is now operational at four forecourts in Stowmarket, Cobalt, Wyberton and City Services Liverpool, employing around 20 staff across the sites. The concept is designed to cater primarily to early-morning customers, particularly tradespeople seeking a quick breakfast, coffee and takeaway lunch options.
Food at Bill’s Bakery is prepared fresh on-site daily, with offerings including baguettes, filled rolls and salad boxes, alongside hot food available via self-serve heated cabinets. The menu also features sweet bakery items such as cinnamon swirls, Belgian buns and doughnuts.
Junaid Manjra, Director of Retail and Foodservice at EG On The Move, said the concept is built around convenience and quality: “The traditional bakery concept with a freshly made in-store food offer has resonated with our customers a decent, quality coffee that they can order and be on their way quickly, is a winning formula.”
He added that the brand focuses on “exceptional quality” and a “fresh bakery” range tailored to its target audience. Following initial performance, the company plans to expand Bill’s Bakery to additional forecourts across its network.
Founded in 2023 by Zuber Issa, EG On The Move operates more than 150 petrol forecourts in the UK and continues to grow its foodservice portfolio through owned and franchised concepts.
The rollout of Bill’s Bakery reflects a broader strategy among UK forecourt operators to enhance food-to-go offerings and drive higher customer spend through fresh, on-site prepared formats.
