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If Carlsberg Did Service Stations

Introduction

I’m here in Switzerland.

For those of you guys who are old enough to remember, there used to be an advert on TV by Carlsberg and it went “If Carlsberg do”

It used to be if Carlsberg did nightclubs or if Carlsberg did fish and chips or if Carlsberg did something like that.

Well, I’m just going to sort of spin the camera here and I just want to show you if Carlsberg did Swiss service stations and this is exactly what I like.

It’s the most, well picturesque and I’m going to show you that around a little bit.

It’s the most picturesque service station I’ve ever seen and that I’ve had the pleasure of attending.

The food, the general quality, the people, the service and inside there is actually a fresh market.

You go over, you pick your fresh salad, your fresh vegetables and then they go and cook it.

There’s everything from the beef, venison, horse and everything fresh meat in there.

You physically pick your meal out of like a country market and they will cook it for you.

Now, it’s not the cheapest place in the world, you wouldn’t expect that.

Well, one it’s Switzerland, two it’s a service station.

But you don’t even mind paying it because of the experience that you get.

What’s Your Premium Product?

So I suppose what I’m sort of leading on to say to you next is, what’s your premium product?

Do you even have one?

That could be you delivering something faster or better.

Think in the food market.

You wouldn’t normally walk in and if you choose to eat at these places like service stations, you usually pick some type of cold sandwich or if you do go into the restaurant, it’s preheated stuff that you just serve out.

These guys have got to the next level.

They say hey, here’s fresh produce, fresh stuff grown in the area and they’ll chop it, they’ll dice it, they’ll fry it, they’ll boil it, they’ll steam it, they’ll cook it.

  • Fish
  • Salmon
  • Beef
  • Horse

You name it, venison, they’ve got it here.

Are you in the Market?

So that’s just a different way of saying, we’re in the market, we want to serve these customers, we’ve got a unique proposition and we’re going to cook your service station food totally fresh and of course there’s a premium price to that.

They’re making the money, it’s, I wouldn’t say it’s full but it’s certainly a busy place and I think that’s really the challenge that I’ve got for you.

So really, I’m sorry I’ve been off for a few days.

I’ve been busy coming out of the south of France and we toured up through Italy yesterday and various busy things but here it’s an amazing place.

This is Switzerland, we’ve just come down from the mountain tops so imagine.

I’m just going to show the whole lot up there and maybe you can see that in the mountains in the background, we’ve just come out of there.

We’ve just come down through San Bernardino’s tunnel which is again not the biggest one in the world.

It’s not like St Gotthard’s tunnel or anything but it’s still a great experience and then we’ve landed here in this bottom of this bay and then you just suddenly see this awesome lake behind you.

I don’t know if you can see any more but they’ve been paddle boarding here earlier today, windsurfing and all sorts of stuff here.

So two things,

  1. Think about how you can expand your product range to accommodate more than your avatar.
  2. Just think about how you can turn what would be a standardised commodity of a product like a meal at a service station and make it into a fresh, cooked produce that really sets you out.

If you get your standards up, you’re really going to be seriously attracting more customers.

Mike Midgley

Mike Midgley is the Strategy Director at 6teen30 Digital and a dynamic digital entrepreneur, nxd, strategist, public speaker and host of TheOpenMike Podcast show & Co-Host at The Inbound Podcast. Mike has achieved successful six and seven-figure exits over a 25-year career, raised in excess of £1.6m [$2.5m] in Venture Capital and highly experienced with franchising.

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