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Since launching Shell Café in 2021, Shell has been focused on making our customers’ journeys better by providing a consistently great cup of coffee and a café experience that is worth stopping for at a growing number of locations globally.

While the recipe for a cup of espresso-based coffee is seemingly simple – take freshly ground coffee and add water under pressure and, optionally, steamed milk – the process to deliver a high-quality cup of coffee consistently across thousands of locations takes significantly more effort.

One of the main reasons for this is the complexity of the international coffee market: the supply chain is fragmented with many players involved in the chain from growing the coffee beans to the cup used to serve them.

Each stage of the supply chain has its own economic, environmental, and ethical sourcing challenges, as well as opportunities to innovate and improve.

Shell Mobility & Convenience Chief Marketing Officer Carol Chen said: “Our private label Shell Café food and drink offering has been designed to compete on taste and quality with the best in the market.”

“But to deliver a consistent coffee experience that our customers can depend on, the journey from bean to cup requires coordination and collaboration across many partners and suppliers internationally, as well as locally where the coffee is sold to the customer.”

In Europe – where Shell Café is available across a dozen countries – Shell’s Global Food Service and Supply Chain teams work hand-in-hand to improve how Shell Café beans, cups, coffee machines, barista training and services are sourced.

The teams carefully engage and listen to each country’s Shell team to understand their needs and local market requirements – ultimately, it means developing a consistent Shell Café view for coffee sourcing and operations across Europe. Based on those combined requirements, Shell has partnered with industry-leading suppliers for each category to help ensure we provide a consistently high-quality coffee experience at all of our Shell Cafés.

Consistency is an important consideration for customers, with Shell's annual Driver Survey in 2025 finding that around 60% of drivers only buy coffee from service stations when they know it is good quality.

Beyond great food and coffee, Shell also aims to provide customers with a familiar and comfortable physical environment wherever they visit our Shell Cafés.

With every Shell station having its own unique footprint and set of design challenges, Shell’s Global Shop Formats team also leverages collaboration, combined with data and analytics – plus the latest AI and digital tools – to deliver a welcoming experience for customers at every Shell Café.

The Shell Café format has successfully expanded to over 30 countries worldwide, including operations managed by Shell and as well as Shell brand licensees. As Shell Café continues to grow to new markets and locations, the Global Shop Formats team collaborates closely with local Shell and partner teams to tailor each Shell Café layout to meet local conditions, tastes, and requirements.

With the growth of electric vehicle ownership creating demand for Mobility & Convenience products and services in more areas, the team has also developed innovative standalone Shell Café formats, such as a Shell Café shipping container format that is not attached to a service station and can be easily transported to new locations.

Carol Chen reflected: “We’re delighted by the growth and innovation of Shell Café as we continue to bring exceptional experiences to customers around the world.”

For more information about Shell Café in markets where it is available, visit the Motorists section.