Traditional and regional food products as the example of marketing innovations in the petrol station sector in Poland

Purpose: The principal aim of the article is to present changes in the accessibility of regional products understood as introducing them into trade formats in which they have not previously been present. The article will also present the characteristics of the petrol station sector in Poland. Design/methodology/approach: The article will present the results of own research in terms of perception and assessment of marketing innovations by station customers. The study was carried out using the CAWI internet interview technique on a nationwide, representative sample of adult Poles. Findings: The research shows that Poles are eager to buy regional products and look for them in places where they have never been available before (petrol stations). Practical implications: This article concerns the case study of PKN ORLEN petrol station network. It can be assumed that the remaining operators of the station networks will introduce regional products to the offer shortly as the regional goods are being chosen increasingly and desired by customers of petrol stations in Poland. Originality/value: The article deals with the problem of selling products at petrol stations, i.e. in a trade format that is not sufficiently described in the literature. The authors see a research gap in this field