deli by shell

Meeting customers’ needs


To support Shell Deli2Go’s customer-facing workforce in better understanding their local customer food needs and preferences.  

As Deli by Shell reviewed its approach to the food options offered to its local customers, we identified an opportunity to upskill all customer-facing employees.

Equipping them with the right skills to identify changes in food preferences, and projected demand for food-on-the-go trends.  

How We Supported

We wanted to really understand what support was needed and the best way to deliver it.

So, we sat down with Deli by Shell and got into the nitty-gritty of: 

  • The customer and what they looked for in their local Deli by Shell. 
  • The Shell Deli2go offer, and business objectives. 
  • What a day in the life of a Customer-facing employee looks like. 

Once we felt we had a real understanding of all the above, we crafted a series of bespoke workshops aimed at upskilling the customer-facing workforce as ‘deliMasters’.  

Each workshop equipped the local deliMasters with the knowledge they needed to analyse their local markets, understand their local customers’ preferences, and offer a more customised approach for their ‘food-on-the-go’ offer. 


This more customised approach to local demand has resulted in a positive increase in food-on-the-go purchases.

Being able to choose from a variety of food options, specifically chosen with local customers’ preferences in mind, has increased customer satisfaction, supported the business ambitions of improved local sales and, as importantly, a reduction in food waste and increased sustainability

With increased and more consistent sales, the business ROI has benefited further from being able to reduce local audits from monthly to quarterly. 

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