Making Every Good Count

Cheers and ExxonMobil unveil brand new service station lifestyle concept

Published on
22 November 2016
  • In-line with the Government’s Food Services and Retail Industry Transformation Map (ITM), the new format uses innovative technologies to deliver greater value and convenience
  • Revamped concept brings new on-the-go lifestyle experience with ready-to-eat meals offered by TCGC Pte. Ltd. and includes brands such as The Soup Spoon, Pastamania, &Will and Udders

SINGAPORE, 22 November 2016 – Cheers, NTUC FairPrice’s convenience arm, and ExxonMobil Asia Pacific Pte. Ltd. today launched a revamped convenience store format for Esso service stations. The store refresh is another achievement for the alliance between FairPrice and ExxonMobil, since it was formed in 2003, to offer motorists greater convenience, quality products and value-added services at Esso service stations. In alignment with the Government’s recent Food Services and Retail Industry Transformation Maps (ITM), the revamped stores will feature a wide range of ready-to-eat meals and additional services driven by innovation and technology.

Mr Seah Kian Peng, CEO, NTUC FairPrice said: “Today’s consumers are time-strapped and this means a greater demand for convenient solutions. We are proud to unveil our revamped service station concept, transforming FairPrice Xpress and Cheers stores at Esso service stations into lifestyle destinations that deliver greater value and convenience. Through this development, we are able to create new growth opportunities with innovative business formats and technology. This also generates more vibrancy for our customers, and provide convenient access to services that are tailored around their lifestyle.”

The refreshed retail format will debut across five Esso service stations in Singapore and will be progressively rolled out to all 62 service stations island-wide over the next two years.

Jimmy Fong, ExxonMobil, Retail Fuels Sales Manager for Southeast Asia and Hong Kong, said: “Last year, ExxonMobil launched an improved petrol formulation, with more additive, so that motorists can enjoy improved engine performance. And now, the alliance is bringing to Esso service stations a whole new food and service experience for our customers. ExxonMobil and FairPrice will continue our quest to leverage our expertise and provide our customers with innovative offerings, more choices and better experiences.” 

Quality Food Choices

To enhance consumer offerings in the Ready-to-Eat meals space, Cheers partnered TCGC Pte. Ltd. (TCGC), a newly formed consortium to provide convenient and delicious food options to all consumers including Ready-to-Eat meals. TCGC offers quality, value-for-money locally-produced food at good value to make lives better for consumers. A new line of Ready-to-Eat products, under a newly created brand called “The Common Good Company”, will be available exclusively at the refreshed stores.

Food offering under TCGC Pte Ltd will feature the following prominent local brands:

  • The Soup Spoon, will serve its fresh, flavourful and nutritious soups;
  • Pastamania, will present its delectable pasta dishes;
  • &Will, started by Chef Willin Low, will retail quality heritage dishes, such as Nasi Lemak;
  • Udders, Singapore’s largest ice-creamery, has all its products made locally, designed to please the local palate with the use of premium ingredients.

Various Ready-to-Eat meals sold at the refreshed convenience stores will utilise vacuum skin packaging (VSP) technology which preserves flavour and colour, keeps portions fresh and unmixed, while extending shelf life and retaining nutrition.

Separately, to complement the mix, the stores will also feature a specially selected range of snacks imported from Japan to cater to the changing cosmopolitan tastes of consumers. Fresh produce and frozen meats, a feature that differentiated FairPrice Xpress and Cheers convenience stores at Esso service stations, will continue to remain available along with other daily essentials like rice and bread.

In a survey conducted last year with over 600 drivers and convenience store shoppers, the top products that they purchase include Ready-to-Eat meals, snacks and beverages. 7 in 10 also expressed interest in new product offerings such as hot food, breakfast options, desserts and gourmet coffee. 

Self-service technologies

Aside from the new food offerings, the stores will feature enhanced value-added services. These will include NETs self-service kiosks that provide convenience to consumers with a wide range of financial services such as bill payments and top‐ups.

Consumers can also arrange for delivery and pick-up of packages through the DHL Self-Serve app, complemented by U Collect Lockers for automated self-collection. Payment to DHL can be made electronically through NETs kiosks, lightening the load on service staff.  

The survey also revealed over 6 in 10 drivers and convenience shoppers are more likely to visit the store if parcel collection services are available.


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