The integration focuses on translating granular performance data into actionable tasks for site managers. By automating the analysis of customer interactions, the Serve First platform allows staff to prioritize service improvements without the burden of administrative overhead. Junaid Manjra, Director of Retail and Food Services at EG On The Move, noted that as their locations evolve into sophisticated, multi-service destinations, maintaining a uniform standard requires a shift toward tech-enabled execution.
Erol Ayvaz, CEO and Co-founder of Serve First, emphasized that the collaboration is designed to provide a competitive edge in a rapidly changing retail landscape. The platform’s ability to process real-time feedback is intended to support the company’s objective of raising performance benchmarks across its entire UK footprint. This move signals a broader industry trend where traditional fuel retailers are increasingly relying on specialized digital tools to manage the complexities of modern, high-traffic service hubs.
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