The future of on-the-go charging: How F&B retailers are driving mainstream EV adoption

The growth of the electric vehicle (EV) market has presented an opportunity for food and beverage (F&B) operators. The convenience of F&B locations means these brands are perfectly suited to meet the growing demand for on-the-go charging facilities and directly impact mainstream EV adoption. By bridging the largest obstacle to mass adoption, a lack of publicly accessible EV charging infrastructure, these destinations will not only enhance their customer experience but also elevate the overall EV experience for current and future EV drivers. This blog post will consider how F&B brands can take advantage of this shift in consumer behaviour, to improve the customer experience, align with sustainability goals and ultimately gain a competitive advantage.

Improving the customer experience for EV drivers

As well as providing an essential service for on-the-go EV drivers, charging facilities can encourage drivers to stop and make the most of the services F&B locations offer.

EV drivers can top up their range by 70% in as little as 25 minutes by using a 120kW rapid charger, which is ample time for drivers to take full advantage of an outlet’s conveniences. The speed of rapid charging means charge time aligns with customer dwell time to ensure an excellent customer experience.

Aligning with sustainability goals

Following growing pressure for businesses to decarbonise, providing EV charging facilities will allow retailers to align with their sustainability commitments.

Established F&B brands such as Starbucks have recognised this development opportunity and are actively decarbonising their operations through EV charging, acknowledging the infrastructure as an essential amenity for their customers.

Café Fortune, the Starbucks franchise operator, is turning its sustainability commitments into impactful actionable steps. Discussing the impact of the addition of EV charging, Ian Gill, Property Director at Café Fortune said:

 “The addition of EV charge points to our sites gives customers an added reason to visit and aligns with our commitment to being a greener company. There is a strong synergy between these uses and we look forward to this site being the first of many.”  

Creating a competitive advantage for F&B brands

F&B retailers can experience the competitive advantages of EV charging, such as attracting new customers, establishing brand loyalty, and improving a brand’s perception. Research illustrates how destinations can increase visitor numbers simply by having EV charging facilities for customers. An astounding 97% of EV owners can be influenced to visit a retail destination if a brand offers EV charging facilities on-site (Zest-commissioned CACI research, 2023).

The perception of a retail destination can also be drastically affected by the presence of EV charging, as 38% of consumers perceive F&B retailers with EV charging to be more environmentally friendly. This is an excellent way to capture the attention of customers and reap the benefits of increased customer dwell time revenue opportunities.

F&B brands should take full advantage of the opportunities EV charging can present and gain a compelling, competitive advantage in the market. Adopting essential EV charging infrastructure allows outlets to stay ahead of the curve by easing the transition to mainstream EV adoption and ensure they’re taking active and measurable steps to decarbonise their operations. This will not only drive positive customer perceptions of a brand but also set an industry standard and lead the path to mass EV adoption.