Why don't they copy a good idea from the Americans? Over there, on approach to junctions on interstate highways, there is usually a small sign indicating what food outlets, fuel brands, and hotels are available within a couple of miles. Once off the highway, another sign will send you in the right direction and tell you the distance to whatever facility you require.
Compare that to our system, when I was driving a lorry in unfamiliar areas and sitting with a Shell or BP fuel card in my pocket. On approach to junctions you don't have a clue whether the nearest fuel station which will accept your card is a few hundred yards away, or 20 miles. Even motorway services don't tell you in advance; you need to pull into the place to find out what brand of fuel they sell.