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Ferrybridge and Stafford North both closed - Thurrock still holding on to its EDC logo on Moto website but expect this one has closed too
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{{Infobox
{{Infobox
|name = Eat & Drink Co.
|name = Eat & Drink Co. (EDC)
|colour = #232020
|colour = #232020
|image = EDC Ferrybridge 2019.jpg
|image = EDC Thurrock 2020.jpg
|locations = 1 [[Moto]] site
|locations = 33 [[Moto]] sites
|associated = [[Costa]]
|accompaniedby = [[Costa]]
|usedby = [[Moto]]
|introduced = 2008
|introduced = 2008
|removed = 2019
|removed = 2021
|predecessors = The Fork in the Road, Fresh Express, [[Granada Country Kitchen Restaurant]]
|predecessors = The Fork in the Road, [[Fresh Express]]
|successors = [[Arlo's]], [[Chow]], [[Ernie's Fish and Chips]], [[Greggs]], [[Harvester]], [[M&S Simply Food]], [[West Cornwall Pasty Co]]
|successors = [[Arlo's]], [[Chow]], [[Ernie's Fish and Chips]], [[Greggs]], [[Harvester]], [[M&S Simply Food]], [[West Cornwall Pasty Co]]
|country = UK
|country = UK
}}
}}
__NOTOC__
__NOTOC__
'''Eat & Drink Co.''' is [[Moto]]'s [[Own brand|own-branded]] catering option. It is possibly their last restaurant design that carries no particular theme: instead it tries to cater for everybody who doesn't want a takeaway.
'''Eat & Drink Co.''' (originally shortened to just '''EDC''') was [[Moto]]'s [[Own brand|own-branded]] catering option. It was possibly their last restaurant design which carried no particular theme: instead it tried to cater for everybody who didn't want a takeaway.


===Fresh Express===
EDC was introduced to replace the poorly-reputed [[Fresh Express]] branding in 2008. While it had a new name and a new colour scheme, fundamentally EDC was exactly the same as its predecessor. In fact, the new brand was so bare, some believe Moto had introduced it on as little a budget as possible. It used a bland black-and-white colour scheme and carried very little imagery.
[[File:Doncaster Fresh Express.jpg|250px|thumb|right|An old Fresh Express restaurant.|alt=Doncaster Fresh Express.]]
The name '''Fresh Express''' was created by [[Granada]] in 1996, as part of their plans to shake-up their catering options.  


Taking advantage of some new brands they had acquired, Granada introduced a food court to their services where [[Little Chef]], [[Harry Ramsden's]] and [[Burger King]] could usually be found. Fresh Express existed to fill any remaining gaps in that offer, by providing a number of simple, quick meals.
As part of the change, [[Caffè Ritazza]] was replaced by [[Costa]]. The new EDC branding was also extended to the previously unique Fork in the Road restaurant at [[Leigh Delamere]].


None of these new restaurant options featured the Granada name, which was one of many steps they took to try to refresh the image of motorway catering. It may have worked for a while, but Fresh Express was managed directly by Granada and quickly came under criticism. Critics called for the state of Fresh Express to be investigated "as a matter of urgency".
EDC had to tackle a continuing trend facing service stations, where restaurants were making considerable sales during breakfast time but very little after that. As a result, many restaurants began to close after 14:00. Voucher codes and mobile discounts were offered to customers.


In response, Granada argued they couldn't invest fully in their catering because of the restrictions placed on their industry.
With sales continuing to dwindle, restaurants were refurbished to give more space to Costa, as well as other facilities such as [[Greggs]] and [[M&S Simply Food]]. In some cases this was enough to push EDC out entirely, even if this left a large area unused.
 
The Fresh Express name was kept when Granada became Moto. Under Moto, many Little Chefs and Harry Ramsden's closed, but [[Caffe Ritazza]] was introduced to all restaurants. A 'pick and mix' facility for children and a refund guarantee for dissatisfied customers were introduced.
 
The first Fresh Express logo used a cursive font, with a chequered sign. This was quickly replaced by the plate on wheels, which was removed in 2007. At some services, the restaurant area was named just "Restaurant", with few Fresh Express signs within it.
 
===EDC===
In 2008, Moto removed the poorly-reputed Fresh Express, and replaced it with Eat & Drink Co. While it had a new name and a new colour scheme, fundamentally EDC was exactly the same as its predecessor. In fact, the new brand was so bare, some believe Moto had introduced it on as little a budget as possible.


As part of the change, Caffe Ritazza was replaced by [[Costa]]. The new branding was also applied to the previously unique Fork in the Road restaurant at [[Leigh Delamere]].
When Moto took over the restaurant at [[Leeming Bar]] in 2014, they surprisingly rebranded it into an EDC, but barely applied any actual EDC branding. This was short lived and the restaurant closed shortly after the minor rebrand.


EDC had to tackle a continuing trend facing service stations, where restaurants were making considerable sales during breakfast time but very little after that. As a result, many restaurants began to close after 14:00. Voucher codes and mobile discounts have been offered to customers.
===Resurgence===
While EDC appeared to be in a state of decline, Moto were experimenting with how their restaurants worked. New own-brands such as [[Arlo's]] and [[Chow]] were given much more investment, and looked set to push EDC out the picture.


With sales continuing to dwindle, restaurants were refurbished to give more space to Costa, as well as other facilities such as [[Greggs]] and [[M&S Simply Food]]. In some cases this was enough to push EDC out entirely, even if this left a large area unused.
In reality, EDC was part of that experiment. It was refreshed in 2018, with a new, cursive logo that used its full name: '''The Eat & Drink Co.'''. Although often smaller (or working part-time with another restaurant brand taking over in the afternoon), the remaining counter were refurbished with a level of style that they could have only dreamed of a few years ago.


When Moto took over the restaurant at [[Leeming Bar]], they surprisingly replaced the restaurant with EDC, but barely applied any EDC branding. The restaurant closed shortly after the minor rebrand.
Despite this, in autumn 2019, the remaining EDCs began to close in favour of snack-based catering options. By the end of 2019 only one EDC unit remained, [[Thurrock]], which catered for truckers and hotel guests. Following the closure of the Travelodge hotel at Thurrock in 2021, Moto stopped supporting EDC and closed their last remaining EDC unit.
 
Despite the slow decline of EDC in favour of new own brands such as [[Arlo's]] and [[Chow]], in late 2017, the Reading eastbound and Tamworth units were refurbished and introduced with a brand new EDC logo.
 
In Autumn 2019, more EDCs began to close in favour of snack-based catering options.


==Locations==
==Locations==
Eat & Drink Co. operate at one Moto service stations.
* [[Thurrock]] (M25/A13/A282)
===Former Locations===
Eat & Drink Co. used to be found at:
Eat & Drink Co. used to be found at:


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* [[Doncaster (North)]] (M18/M180)
* [[Doncaster (North)]] (M18/M180)
* [[Donington Park]] (M1/A42/A50)
* [[Donington Park]] (M1/A42/A50)
* [[Dover Port]] (A20)
* [[Dover Port]]
* [[Exeter]] (M5)
* [[Exeter]] (M5)
* [[Ferrybridge]] (M62/A1)
* [[Ferrybridge]] (M62/A1/A1(M))
* [[Frankley]] (M5)
* [[Frankley]] (M5)
* [[Grantham North]] (A1)
* [[Grantham North]] (A1)
Line 74: Line 58:
* [[Reading]] (M4)
* [[Reading]] (M4)
* [[Southwaite]] (M6)
* [[Southwaite]] (M6)
* [[Stafford (North)|Stafford]] (M6) ''(northbound only)''
* [[Stafford (North)|Stafford northbound]] (M6)
* [[Stirling]] (M9/M80)
* [[Stirling]] (M9/M80)
* [[Tamworth]] (M42/A5)
* [[Tamworth]] (M42/A5)
* [[Thurrock]] (M25/A13/A282)
* [[Toddington]] (M1)
* [[Toddington]] (M1)
* [[Trowell]] (M1)
* [[Trowell]] (M1)
Line 84: Line 69:
* [[Woolley Edge]] (M1)
* [[Woolley Edge]] (M1)


{{bottomnav|comments=Moto}}
[[Category:Former Brands]][[Category:Moto]]
[[Category:Brands]][[Category:Moto]]

Latest revision as of 20:12, 25 August 2024

Eat & Drink Co. (EDC)
Eat & Drink Co. (EDC)
Camera icon
Camera icon
Many more photos in the gallery
Locations:33 Moto sites
Often accompanied by:Costa
Used by:Moto
Introduced:2008
Removed:2021
Predecessors:The Fork in the Road, Fresh Express
Successors:Arlo's, Chow, Ernie's Fish and Chips, Greggs, Harvester, M&S Simply Food, West Cornwall Pasty Co

Eat & Drink Co. (originally shortened to just EDC) was Moto's own-branded catering option. It was possibly their last restaurant design which carried no particular theme: instead it tried to cater for everybody who didn't want a takeaway.

EDC was introduced to replace the poorly-reputed Fresh Express branding in 2008. While it had a new name and a new colour scheme, fundamentally EDC was exactly the same as its predecessor. In fact, the new brand was so bare, some believe Moto had introduced it on as little a budget as possible. It used a bland black-and-white colour scheme and carried very little imagery.

As part of the change, Caffè Ritazza was replaced by Costa. The new EDC branding was also extended to the previously unique Fork in the Road restaurant at Leigh Delamere.

EDC had to tackle a continuing trend facing service stations, where restaurants were making considerable sales during breakfast time but very little after that. As a result, many restaurants began to close after 14:00. Voucher codes and mobile discounts were offered to customers.

With sales continuing to dwindle, restaurants were refurbished to give more space to Costa, as well as other facilities such as Greggs and M&S Simply Food. In some cases this was enough to push EDC out entirely, even if this left a large area unused.

When Moto took over the restaurant at Leeming Bar in 2014, they surprisingly rebranded it into an EDC, but barely applied any actual EDC branding. This was short lived and the restaurant closed shortly after the minor rebrand.

Resurgence

While EDC appeared to be in a state of decline, Moto were experimenting with how their restaurants worked. New own-brands such as Arlo's and Chow were given much more investment, and looked set to push EDC out the picture.

In reality, EDC was part of that experiment. It was refreshed in 2018, with a new, cursive logo that used its full name: The Eat & Drink Co.. Although often smaller (or working part-time with another restaurant brand taking over in the afternoon), the remaining counter were refurbished with a level of style that they could have only dreamed of a few years ago.

Despite this, in autumn 2019, the remaining EDCs began to close in favour of snack-based catering options. By the end of 2019 only one EDC unit remained, Thurrock, which catered for truckers and hotel guests. Following the closure of the Travelodge hotel at Thurrock in 2021, Moto stopped supporting EDC and closed their last remaining EDC unit.

Locations

Eat & Drink Co. used to be found at: