EG Benelux introduces Lavazza coffee at Esso Stations
Published on: Jun 13, 2025
New partnership with Premium Coffee Group AG aims to redefine forecourt convenience with high-quality coffee in 267 locations.
EG Benelux has partnered with Premium Coffee Group AG to launch a Lavazza-branded coffee solution across 267 Esso service stations in Belgium, the Netherlands, and Luxembourg.
The rollout marks a strategic push by EG Benelux to transform the customer experience by offering barista-level coffee in a convenient, on-the-go setting. This six-year agreement will see the introduction of a fully integrated Lavazza Premium Coffee Experience, signaling EG's ambition to set a new benchmark for food and beverage offerings at fuel stations.
“Coffee brings consumers a moment of rest, enabling them to relax and reload their senses while taking a break from being on the road. Offering a premium coffee experience entices consumers to spend more time in the petrol station, increasing spending in the shop,” said Sjoerd van den Dungen, COO and co-owner of Premium Coffee Group AG.
The coffee solution combines high-end technology, design, and ingredients to deliver consistency and quality. Franke Coffee Systems and Hillewaert BV are supplying and servicing professional-grade machines, while Bluespresso BV ensures a supply of certified Lavazza coffee beans. Design elements tailored to elevate the in-store ambiance are being delivered by ITAB BV.
EG Benelux sees this initiative as a cornerstone in its broader strategy to enhance dwell time and increase in-store spending by turning coffee into a driver of customer engagement and brand loyalty.
