Co-op and EG On The Move are pushing ahead with their forecourt partnership, opening a new roadside service station in Wyberton, Lincolnshire this week. The site, which goes live on Thursday 18 September, brings together EG On The Move’s fuel offer and Co-op’s food convenience store under one roof, creating a 24-hour destination for drivers and local residents.
The two companies have been working together since last year, testing the model and fine-tuning it. Earlier this summer, in July, they launched a similar “new to market” site in Stowmarket on the A1308 Needham Road. The Wyberton opening shows the partnership isn’t a one-off – it’s starting to build momentum.
A Full-Service Site for Motorists
Wyberton Services is located on The Quadrant, Coney Way. It includes six fuel islands with two lanes set aside for HGVs, as well as two jet wash bays and air and vacuum points. Open around the clock, it’s designed for motorists who need quick service, and for local people who want an extra food-to-go option nearby.
Inside, the Co-op convenience store runs 24 hours a day. Shoppers will find bakery goods, self-service Starbucks coffee, chilled drinks, pizzas, sandwiches, and hot snacks. The offer leans on Co-op’s core promise of fresh, chilled, and healthier lines, alongside everyday essentials and meal deals. Co-op’s backing of British farming also comes through strongly – all its own-brand meat, poultry and dairy, whether fresh or frozen, is 100% British.
The site also adds extra foodservice partners, with Delice de France – La Bakery and Roll Over hot dogs giving drivers more on-the-go options.
Voices from Co-op and EG
Martin Rogers, Co-op’s Director of Partnership Development, said the opening is about bringing together fuel and food in a way that really works for customers: “The Wyberton service station is focussed on meeting the fuel and food needs of motorists and those who live in the surrounding area, and we are delighted to again partner with EG On The Move on the launch of this latest new-to-market site. We are focused on scaling our franchise business – sharing our convenience expertise with quality partners.”
EG On The Move CEO Zuber Issa added: “We are focused on growing our network and delivering enhanced customer experiences that reflect the fuel and retail demands of those who travel or live nearby. We are delighted to collaborate with Co-op on our latest site… and we look forward to continuing to grow our relationship with Co-op to create a fuel and food destination.”
Growing a New Model
This Lincolnshire site is part of a bigger trend. Last year the two firms trialled their partnership, and now they are clearly confident to keep rolling it out. It matches Co-op’s wider franchise strategy – rather than building every store itself, it shares its food retail expertise with selected partners who can operate the locations. For EG On The Move, it strengthens their roadside business by offering more than just petrol.
Why It Matters for Forecourt Retail
Forecourts today are no longer just about filling the tank. Shoppers expect quality food, coffee and a proper convenience store experience. EV charging is another factor changing the shape of roadside retail. By teaming up, Co-op and EG On The Move are trying to get ahead of that curve, creating sites that feel more like destinations than simple pit-stops.
Looking Ahead
For Wyberton locals and drivers passing through, the new site means a modern service station with fresh food and essentials any time of the day. For Co-op and EG On The Move, it’s another step in building a long-term partnership that could reshape parts of the UK forecourt market. More openings are likely, and each one will test how far the fuel-plus-food model can grow.
