It’s hard to increase revenues or return on a more or less static market. Especially if you haven’t got anything new to offer. Opposed to if you have a radically new concept, and people gets interested.
The world has in a way caught up to the idea of Drive-Thru refuelling. Internet and smartphones has gotten us used to get extended service through them.
The cost to get market shares through the new service of Drive-Thru refuelling is rather small. The most technology is already developed. There are experiences made from stations in commercial use. The relatively modest expanded cost for the technology, compared to the old technology of today, pays off quickly. And after that the increased market shares will work their magic.