Welcome Break, the motorway services operator, is leaving the motorway. For the first time it is to open on an A-road to understand the appeal of bringing “motorway characteristics” to trunk road pit stops. The group, led by Rod McKie, has taken a former Little Chef at Oxford’s Peartree Interchange. The revamped site will include a Waitrose convenience store, a Starbucks coffee shop and a KFC concession. McKie, chief executive, said: “This is a new concept for the company and one that we believe will be welcomed by the travelling public.” The services operators have enjoyed significant sales uplifts by adopting popular high street brands. Moto said that M&S Simply Food lifted sales by 14% and Roadchef said that Costa Coffee had a similar effect. Welcome Break has looked beyond the motorway system as growth is limited – service stations must be at least 15 miles apart.