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WHAT PRICE MAC'S CAFFP

20th March 1964, Page 70
20th March 1964
Page 70
Page 71
Page 70, 20th March 1964 — WHAT PRICE MAC'S CAFFP
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Which of the following most accurately describes the problem?

WHEN 1 discussed the changing pattern of transport catering with Mr. K. Hall, chairman of Motor Lodge Developments Ltd., a subsidiary of Forte's (Holdings) Ltd., he emphasized that despite their interest in a wide range a clientele they would still like an opportunity to enter into the business of providing overnight accommodation for transport drivers using the motorway should a change in ministerial policy make this possible.

As the first caterer on the Ml, Forte's have now had three years' experience. They have found that there was a definite demand by many transport drivers to seek out a higher standard of catering. It seemed reasonable to assume that they would adopt the same attitude for overnight accommodation if the caterer was allowed to provide hostels adjacent to service areas. Even now the use made of the 24-hour service they gave in providing toilet, shaving and shoe-cleaning facilities substantiated such a belief.

In conversation with transport drivers using their motorway facilities it became clear, Mr. Hall said, that there was an increasing proportion who were prepared to pay a realistic price for something better than "Joe's Caff ". It is pertinent to this attitude to comment that with the higher standard of living generally enjoyed by wage earners in this country in post-war years, the standard of both comfort and food available in a lorry driver's own home has risen appreciably over the past decade or so. It is logical to realize that, increasingly, standards associated with the more limited facilities of some transport cafés would become no hanger acceptable.

Indicative of their belief in this trend the new motorways' café at Sharlock Richards, on the M6, which Forte's has recently put into service, was of even higher standard than that provided on the Mi.

Further indication of belief in the future, for a higher standard of catering for transport drivers, was revealed in a discussion with Mr. Donough O'Brien, an executive of Top Rank Motorways Services division of the Rank Organization.

Following their venture at Farthing Corner on the M2 which, whilst having no separate accommodation for transport arivers, does provide special meals, a more ambitious motorway service area was opened last November by Top Rank at Knutsford, Cheshire, concurrent with the opening of a 33-mile stretch of the M6.

Special considerations have been given to the requirements of commercial transport at Knutsford and, in preparing plans for this site, trade organizations and unions were consulted. There is parking accommodation for 24 buses and 96 lorries, whilst the private and commercial filling stations have a totalof 48 petrol and diesel pumps.

Believing transport drivers to be one of the motorways most important users, the Knutsford café, provides a special and fast service for them by use of microwave cooking. An additional facility is the provision of a 24 hour guard of uniformed security men on duty in the parking areas.

Elaborating on future plans, Mr. O'Brien said that the additional motorway service area on the M6 at Forton, four miles south of Lancaster, was due to be opened by Rank in 1965. It would again be provided with a separate café for transport drivers with similar facilities to Knutsford. But additionally, from experience learned at existing service areas, more food-vending machines would be provided for the convenience of those in a hurry and at peak holiday periods when the total facilities offered by the service area were more than fully utilized. The separate transport drivers' café will be elevated and provide commanding views. It is also intended to provide rest rooms and shower baths which can be used by drivers free of charge. Incidentally, this latter provision will be incorporated in any future service area provided by the Rank Organization.

From TV to Caffs Finally I asked an executive of the Granada Group why a theatre and TV group should now be taking an interest in lorry drivers' cafés. He replied that experience they already have is of advantage in the provision of motorway services. There are similarities in the nature and problems of their existing business in that they already provide for a wide range of clientele. Thus, a theatre might be in an exclusive West End area or, alternatively, in an industrial district. In both cases a high standard of organization is required, whilst service to the public is relevant to both.

Granada's " first motorway venture-. the Toddington service area on the Ml seven miles north of LUton—is due to be opened this spring. Significantly, the commercial vehicle section will be opened first, followed later by facilities for private motorists.

Granada's catering experience already extends to 13 sites, including the TV centre at Manchester. Here again there are similarities of conditions with motorway services, including long hours and rapidly changing conditions.

The Toddington site will differ, in providing, identical facilities on both sides of the motorway with separate accommodation for 116 lorry drivers in each.

Replying to criticism of slow service at some of the existing motorway cafés, Granada say they have gone carefully into this problem. Bearing in mind that a lorry driver had in any case to adhere to statutory breaks, they consider that the majority of drivers, if they had the choice, would prefer to wait a few extra minutes for a freshly cooked meal rather than have more rapid service with a pre-cooked one. To that end breakfast and high tea would be freshly cooked, whilst the continuous service normally required at lunch time would result in a virtually freshly cooked meal being served.

As to whether or not the commercial vehicle driver wants, and indeed, is prepared to pay for a better catering service, it would be a mistake to conclude that motorway services had initiated any such upgrading. An executive of Granada has personally used many traditional transport cafés in recent months and he was impressed by the substantial improvement already made in the service provided by them. This was in line with the higher standard already existing in lorry drivers own homes compared with a few years ago. Because of the number of cafés available drivers have a considerable choice, which must, ultimately, determine the standard available.

Another similarity between Granada's existing type of work and motorway services is the long and irregular hours involved. Where extended periods of usage apply, meticulous attention to cleanliness is imperative and here again their theatre experience will prove invaluable.

The Toddington site will be the largest motorway service area so far, with an ultimate overall seating capacity of 1,000 and an area of 141 acres. There will be 60 fuel pumps in all with 10 dery and 10 petrol pumps for commercial users. Indicative of the procedural timetable, Granada's tender to the Ministry of Transport was accepted in June, 1962, and the commercial section of the site will therefore be opening approximately two years later.

Manning the service area 24 hours a day requires a staff of around 450, so presenting a transport problem of its own for solution, because of the relative remoteness of the area. For the present, Granada will operate their own I4-seater buses for some of the work and hire local p.s.v. operators for the balance. To ensure rbat the organization all systems go is Complete, there will be, an initial trial run before the site is open to the public.

Throughout their assessment of the problems arising from the provision of motorway service areas, Granada maintain that they have endeavoured to apply new thinking throughout. It seemed out of keeping with' modern trends to expect a lorry driver and his fatnily, to enjoy one standard of catering in an existing Granada theatre restaurant, and another by the driver during his working day. They had no doubt that increasing numbers of commercial vehicle drivers are already requiring these higher standards Miring their working hours as well, and Granada believe that this trend will continue.

At Toddington there will be, in addition to fuelling points, recovery, tyre and emergency repair services, and an effective security force will be available throughout the 24 hours. As an additional assurance to commercial drivers, the separate cafés provided for them on both sides of this MI service area will overlook the commercial vehicle car parks.

Granada's future motorway plans include a service area at Frankley, Longlaridge, near Birmingham on the M5. The lease was awarded to them in September last year, and the site will again offer separate commercial transport facilities.


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