NEW YORK – MOL Group has launched a new convenience store prototype created by its internal retail group and CBX. Based in Budapest, Hungary, MOL operates a network of more than 1,900 fuel centers in 11 countries across central and southeastern Europe.

The first 28 locations under the Fresh Corner brand opened over the summer in Hungary, Croatia, Romania, Serbia, Slovakia and the Czech Republic. The initial store footprints range from 500 to 2,000 square feet.

CBX created the retailing concept and prototype to reflect the diversity of the company’s distinct national markets. In addition, with its expansion driven by acquisitions, MOL’s network currently incorporates a number of different nameplates and footprints. Consequently, CBX developed guidelines to help the company determine which store size and product assortment would be right for particular markets and locations.

Fresh Corner stores have an emphasis on hot beverages and food-to-go, which could be applied with modification across all of the company’s national markets. “We felt the convenience assortment needed to do three things,” said Joseph Bona, CBX president of branded environments. “First, increase shopping frequency. Second, increase the basket size and third, provide items that people need on a regular basis, not for a roadside emergency.”

The new design features a large graphic of Fresh Corner-branded coffee to reinforce the message that food is available at those locations. “The external design communicates immediately that we moved away from the traditional forecourt shop towards a retail outlet where customers can make their daily top-up shopping, as well as buy hot beverages and food for the road,” said Lars Höglund, senior vice president of the MOL Group Retail.