Rompetrol Downstream launches “hei Truck Caravan”, a new concept aimed at promoting the hei brand and creating a “mobile laboratory” for the gastro segment in Rompetrol gas stations. Depending on customer preferences, selected assortments could be found nationwide.
“This is a premiere for Romania, being the first initiative of its kind by a company specialized in fuel distribution. Customers have the opportunity to find us at street food festivals, concerts, and events, and, in addition, they can contribute to the development of menus in the gastro area of gas stations by testing new assortments proposed by a chef with over 10 years of experience in international cuisine”, said Baurzhan Nugumanov, General Manager of Rompetrol Downstream.
The “hei Truck Caravan” concept includes a fleet of three food trucks equipped at the highest sanitary and safety standards, ensuring a quality culinary experience.
The first truck focuses on reinvented street food products, with a diversity of tastes inspired from around the world. The second truck is dedicated to coffee lovers and quick snacks that cover a wide range of preferences, while the third truck has a logistical role, being used to store food in a controlled environment, ensuring the freshness and quality of the products.
Developed in partnership with a major company in the HoReCa sector, the concept benefited from the insights of famous chefs who contributed to a nutritionally balanced menu, combining authentic Romanian flavors with influences from international cuisine. Rompetrol Downstream put the accent on the use of quality products, including ingredients with a controlled designation of origin and protected geographical indication, which guarantees the quality and traceability of the products.
Thus, customers have at their disposal a wide range of products, from panini with pork confit, a Romanian specialty, to Peking Duck Bao or Prague-style sausage. Among the available products is also New York Pastrami, a symbol of American gastronomy, which originated in Romania and was taken overseas by immigrants at the end of the 19th century.
Also, the caravan includes Mortadella Focaccia or Schnitzel Panini, some of the dishes being available in Rompetrol stations as well.
Until now, “hei Truck Caravan” successfully participated in nine major events, and in the coming period, it will be present at events in Cluj and Bucharest. Based on the feedback received from food truck customers and careful analysis, certain assortments may also be found in gas stations, with Rompetrol Downstream’s strategy including an important component of service/product development in the gastro sector.
Rompetrol Downstream started a general rebranding campaign in fuel stations in 2013, with the exterior design significantly modified. At that time, the Mogoşoaia station was Rompetrol's “laboratory” where new product recipes were developed, and high-capacity solar panels were installed for the first time.
Then, in 2017, the first hei restaurant outside a gas station was opened at the headquarters of the KMG International (Rompetrol) Group in Bucharest. This aimed to identify and test new assortments in a dynamic environment before being introduced into the retail distribution network.
Through the 12 stations opened in 2023 on the A1 (Sibiu-Nădlac section), Rompetrol Downstream introduced a new “umbrella” concept with distinct service lines - hei coffee & gourmet for assisted service with restaurant-type dishes and hei & coffee for coffee, pastry, and sandwich products.
The “hei coffee&gourmet” concept emphasizes freshness, naturalness, and taste, pillars found both in the design and in the varied menu of drinks and dishes. The restaurant was created using natural materials, neutral colors, and discreet lighting, for a unique gastronomic experience, from Romanian culinary dishes to international specialties.
At the same time, “hei&coffee” offers an incursion into the world of senses, from pastry products to a wide range of coffee-based drinks, supported by the 7 origins assortments (Guatemala, Brazil, Mexico, Honduras, India, Rwanda, Ethiopia) or the authentic Single-Origin Rwanda taste with its citrus and floral notes.
Corporate Communication and Public Relations
KMG International