Forecourt operator EG On The Move has unveiled a new in-store QSR concept, Bill’s Bakery, at four of its petrol stations.
The new brand is said to be focussed on a value-driven offering without compromising quality. Its range includes freshly baked baguettes, filled soft rolls, savoury pastries, and salad boxes prepared daily on-site, along with hot food items available via hot-hold cabinets for self-selection.
There are also classic sweet treats like doughnuts, cinnamon swirls, and Belgian buns. The menu is designed to attract the early morning tradesperson on their way to work, it said.
Bill’s Bakery has been launched at sites in Stowmarket, Cobalt, Wyberton and City Services Liverpool, employing a total of 20 new staff members. EG On The Move is predicting a further roll out of the concept at more of its forecourts nationwide.
The Blackburn-based business currently operates 160 UK forecourts stretching from Aberdeen down to St Austell in Cornwall – 98 of these came from its acquisition of Applegreen’s petrol filling business in early 2025.
“The traditional bakery concept with a freshly made in-store food offer has resonated with our customers, and our market research has confirmed that a traditional, hearty range including things like sausage rolls and freshly baked baguettes – but also a decent, quality coffee that they can order and be on their way quickly, is a winning formula,” commented Junaid Manjra, director of retail & foodservice at EG On The Move. “So, that’s what our new Bill’s Bakery concept has been created to deliver. We’ve focused on exceptional quality, fresh bakery items and hot food that will appeal to our target group.”
The launch of the new bakery brand follows EG On The Move’s exit from two different bakery businesses last year. In September, it closed all 12 of its Cinnabon franchises across the UK, and a month later completed the sale of Northeast bakery chain Cooplands back to its Yorkshire-based management team.
EG On The Move has also made strategic partnerships with a wide range of retail brands, among them Greggs, Subway, and Starbucks, while egg-free cake specialist Cake Box opened its first forecourt site with the group last summer.
In March 2025, fellow forecourt operator Park Garage Group converted all 12 of the Greggs franchises at its petrol stations into its new brand, Bakery 79, with plans to also extend the rollout further across its estate.
Other bakery chains expanding via new sites at forecourts and service stations include Wrights, which opened its ninth franchise at The Stage Services in Wigston last month, and Warrens, which recently unveiled its sixth outlet in partnership with SGN Retail at a Frenchay forecourt near Bristol.
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