Serve First, the AI-driven customer experience and performance management platform, today announced a new partnership with UK forecourt and convenience retail operator EG On The Move, adding to its growing list of retail clients (The Body Shop, The Sushi Co, Topps Tiles, Spud Bros).
Through the partnership, Serve First will help enhance customer experience across EG On The Move’s 187 UK sites.
The news comes almost three months after Serve First announced that it has secured £9.5 million in investment in the last 13 months, almost doubling annual recurring revenue to over £2 million.
The EG On The Move partnership includes plans to conduct over 1,200 mystery shopping visits per year, assessing customer experience at the forecourt level and within concessions, providing staff with the structured, actionable insight needed to deliver a consistent standard of service across every site.
Junaid Manjra, director of retail and food services at EG On The Move, said: “Our partnership with Serve First reflects wider shifts in the forecourt sector, as sites become increasingly sophisticated multi-brand, multi-service destinations. As this complexity grows, so does the challenge of delivering a consistent customer experience across large estates, placing greater emphasis on data-led insight and execution at site level.
“Serve First’s AI-powered analytics platform stood out for its ability to translate complex data into clear, prioritised actions for our teams. Crucially, the platform has been designed for rapid adoption at the site level, enabling our forecourt managers to stay focused on performance rather than administration.
“Serve First’s deep experience across the forecourt and wider retail sectors gave us confidence that we’re working with a partner who understands our operational challenges and can support us in consistently delivering the high-quality customer experience our customers expect.”
Erol Ayvaz, CEO and co-founder of Serve First, commented: “EG On The Move is at the leading edge of forecourt retail evolution, where consistency of customer experience is critical, not just for the forecourt operators but for the brands they operate. As sites become more complex and dynamic, the ability to measure, understand and act on performance in real time becomes a real competitive advantage.
“EG On The Move has clear ambitions to raise the bar across its estate, and Serve First is proud to support that journey by delivering the insight and tools needed to drive measurable improvements in both performance and customer satisfaction.”
