Eight years ago, Harry Archer arrived home from work with an unusual announcement for Zoe that he had bought a petrol station.
What followed was rather more ambitious than simply running the forecourt. The couple took an ageing 400 sq ft convenience store at the heart of Burstwick and eventually made the bold decision to knock it down and rebuild it from the ground up.
Today, Shop & Go, Burstwick Service Station is three times its original size and has become a one-stop destination for the village.
The transformation has given Harry and Zoe room to build an offer around what their customers actually want, including National Lottery, PayPoint, parcel collection and drop-off, InPost and Royal Mail lockers, alongside the core convenience range.
But one of the biggest changes has been the development of its bakery and food-to-go operation.
What might once have been a small forecourt bakery has become a destination within the store, centred on freshness, choice and convenience. The offer includes freshly prepared hot and cold food, breakfast items, sandwiches, pasties and savouries, alongside a strong selection of homemade cakes.
Presentation is treated as part of the product. The couple work to keep the section full, fresh and well presented, while the success of the offer has created opportunities beyond the store itself. The business now provides buffet and platter catering, covering both savoury and sweet options.
That ability to evolve the offer is central to the couple's approach. They describe the bakery not as a collection of bought-in products, but as a freshly made proposition where quality, freshness, choice and presentation all matter.
The wider business has followed the same trajectory. Since taking over the store, turnover has increased by around 700%. Joining Parfetts' Shop & Go symbol model has allowed the couple to retain their independence while benefiting from promotions, competitive pricing and support.
And the partnership itself is an important part of the operation.
Harry takes responsibility for the forecourt, maintenance, compliance and operational side, bringing a calm, practical and solution-focused approach. Zoe focuses on merchandising, product displays, social media, promotions and developing new ideas. The division allows both to play to their strengths while remaining closely involved in the major decisions.
It is a demanding business. Their working day can begin at 4.30am and continue late into the evening, with equipment failures, supplier issues, staffing, compliance and changing customer expectations all part of the job. Their answer is shared responsibility and communication.
The store's community role is equally important. The couple sponsor a local girls' grassroots football team, support Burstwick Party in the Park, donate raffle prizes to schools and help local charities. They also work alongside their team every day, believing that a positive internal culture feeds into the customer experience.
From a 400 sq ft forecourt shop to a modern village destination, the Archers have built their business by combining investment with experimentation and, crucially, by treating the bakery as something customers come to seek out rather than simply something they happen to pass.