Vicio opens its first service station restaurant in Spain at Moeve Getafe

The burger chain is expanding beyond its urban strongholds and testing a new channel in mobility hubs.

Spanish mobility player Moeve has partnered with burger chain Vicio to open the company’s first restaurant inside a service station. The new outlet launched this week at Moeve’s site in Getafe, south of Madrid, marking a step in the retailer’s strategy to turn forecourts into destinations rather than mere stopovers.

The announcement is part of Moeve’s “Positive Motion”, a strategy aimed at making service stations places for convenience, innovation and leisure, not just refuelling.

The addition of a Vicio restaurant fits into this model. Known for its disruptive approach to fast food, Vicio has gained a strong following in Spain since its launch in 2020, largely through delivery platforms and a distinctive brand identity. By partnering with Moeve, the burger chain is expanding beyond its urban strongholds and testing a new channel in mobility hubs.

Vicio, often described as Spain’s leading smash burger brand, has built its reputation on high-quality fast food paired with a bold image.

Across Europe, service stations are increasingly seen as potential food destinations, with operators investing in restaurant partnerships to adapt to new customer behaviour. As electric charging extends dwell times and traditional fuel demand declines, the opportunity to capture drivers with high-quality food and hospitality is becoming more significant.