Conceptional was asked to redefine OMV’s F&B offer, analysing market trends and the existing portfolio. Two key initiatives followed: the creation of Viva Breakfast Club, an all-day breakfast concept, and a revamp of sandwiches, strudels, and snacks. Developed with We Design Food, the new product range reflects local food cultures and guest habits, responding to shifts in travel behaviour with an all-day breakfast focus. The result is an impactful and scalable breakfast offer that positions OMV as a forward-thinking brand in the future of mobility.
