Wednesday 10 March 2010

Raising the bar

"Go forth Mr. Crab" he said, "go forth into the highways and byways and do some good old market research on the current state of the forecourt/service station food offer". "Bring me back tales of dodgy sausage rolls, skimpy salads and soggy sandwiches, not to mention the ubiquitous cardboard croissant" he chuckled and then suddenly, gravely he added "But seriously Crab off you go, and don't come back until you have an intimate knowledge of food on the road. I do not want to see you till Independence Day, is that clear?" I stuck out my hand for the proffered banknotes muttering "Yes Sir" and tried to keep my excitement under control. Out on the road I thought to myself Finally I was getting away from the sheer unadulterated boredom of the complaints department cellar. To eat food, no less and to spend the bosses money at the same time to boot! Now that's what i call work. Bring it on.

So I just got back. Two and a half kilos heavier and with a new respect for the bosses knowledge of the service station food offer.

It was just as he had predicted it would be. For a fleeting moment I wondered if the trip had been a ruse to get me out of the way for a month but after eating the 9th dried up sausage roll I could see how right he was. The guy is clairvoyant! It was all soggy sausage rolls, skimpy croissants and dodgy salads (that doesn't sound right somehow, but never mind... ) you get the picture.

The boss loves his food. But even if it's a fine restaurant he expects value for money. It's not enough for the boss to get 5 star food unless it has a portion of love in the preparation.

"A dash of love brings out the real true flavour of the dish Mr. Crab" he exclaimed as I presented the spreadsheet of results which I'd compiled on my culinary sortie. I couldn't help but think that no spreadsheet could possibly portray the sensational awfulness of my forays into forecourt food but the boss read silently. "Crab" he said " it's time to raise the bar ".

Tuesday 26 January 2010

Our competitors come up short on ideas

Looks like our competitors are really short on ideas. First off, one competitor took our tagline now that's better. They proceeded to shorten it and use it as their own, without so much as a how do you do.

If that wasn't enough evidence of the paucity of ideas on the competitor front, check out these pictures to see true originality at work! A customer would be forgiven for thinking a new Applegreen had opened on Amiens Street in Dublin.

Of course it won't fool anyone, especially not Applegreen customers. They will only settle for the real thing. After all, we give them better value always. Now that's better.







Thursday 7 January 2010

Saline solution

Bet you're all sorry you dreamed of a White Christmas now eh? Or maybe it was the ten minute version of Let it Snow at the office Christmas party that did the trick. Anyway while you're skating around the roundabouts of this wonderful country of ours during this record breaking little cold snap, (especially those strange roundabouts with traffic lights that we seem to love so much), ponder this.


I like to eat. So naturally I spend a lot of time in all kinds of eateries. A lot of the time I eat alone. Not because I don't know anybody. I do have some friends. It's just that I'm generally alone when my stomach starts to rumble. So while sitting alone in all kinds of establishments I have come to observe other diners and their habits. One of the things that really caught my attention and I have to say even shocked me, was how many people empty half the content of the salt cellar over their food before they even taste it! The first thing they do is pull their chair right up to the table to give them better downward pressure on their knife, shake out the serviette and then dump enough salt to thaw a small housing estate over their food before they even take a bite.

It's no wonder the country is running out of salt. Stop shakin' it all over your Full Irish and get out and offer your help to the emergency services. Your blood pressure will surely thank you for it.

Monday 28 December 2009

Many happy turnovers, peas and good will to all our customers

Well it's that time of year again. That no-mans land of a week between Christmas and New Year. No sooner have we finished indulging, bulging and generally spoiling ourselves when suddenly another reason to be cheerful pops up on December's horizon.

I am referring of course to that hardy perennial, New Year's Eve.
People approach New Years Eve in a variety of different ways. Some like to get dressed up and pack into hotel ballrooms with all you can eat buffets, unlimited champagne, paper hats with Gloria Gaynor's I Will Survive providing the much needed optimism for the New Year ahead. Across the world people will celebrate New Year/Sylvester with Fondue, Raclette, Hot Stone, Marinated Herrings, Oil Balls, Oil Balls!!?, Hopping Johns, Green Lentils and other strange culinary delights and will listen /dance to, you've guessed it, I Will Survive.

I asked the boss what he got up to on New Years Eve." Well Mr. Crab" he responded, " My wife and I will have some friends over and generally we will eat stuffed pork. My wife is a wonderful cook you understand" he said proudly. "At midnight we will drink a toast to the New Year and sing Auld Lang Syne". "Personally" he continued, "I find New Year's Eve a lonely time and I always privately thank the Lord that I am still around and healthy, and that my family and I have sufficient." " Then " he continued, "as soon as I hear the first verse of I Will Survive, I announce to the guests that it's time I went to bed and let them all go home."

How can I follow that you might ask. Simply by wishing all our customers, partners and friends a very happy, successful and peaceful New Year and reminding us all to spare a thought for the less fortunate.

Wednesday 16 December 2009

The pinky one's the skimmed

Everybody has their own particular favorite type of milk, Some like the skimmed stuff others the fortified. Those of us who are struggling with our circumference opt for the low fat variety while the skinny ones indulge in the full fat. It's a good job that the colors of the packs tell us the difference between the different grades of milk.


People like my granny, who just loves a glass of skimmed every morning (before she puts in her teeth) need that little colour coded help to make sure they buy the right one.

When I asked her the other day if she found the different colours for the different milks helpful, she said she did. "The pinky one's the skimmed" she beamed, eager to show that despite my worries her eyes were still in fine fettle. Now as I mentioned before the granny is a loyal supporter of the Applegreen brand. I asked her if she had ever made a mistake and bought the wrong one " I always look for that cute little green apple with the leaf " says she "and the picture of that exceptionally good looking cow. Sure you would want to be as blind as Ray Charles (she's a big fan) not to recognize Applegreen milk" says she. "what with the apple and the cow and to top it off the price. Sure it's the best value in the bloody shop" says she. "Any eejit can spot great value, a cow and an apple".

As I left I heard the needle bounce across the first verse of Hit the Road Jack, one of her favorite Ray Charles tracks.
There's no flies on my Granny, she can spot a bargain from 50 meters.

Thursday 10 December 2009

Something about this picket that's just not cricket

I was listening to Joe Duffy's Liveline a few days ago, the milk debate was raging. I was very proud of the fact that the new Applegreen own brand milk is both farmed and processed in the Republic of Ireland. I know that in the case of some of our competitors this is not true. But it does seem a little difficult to get to the facts in this debate. It seems it is not enough that your milk is farmed and produced in the Republic of Ireland. Nor is it enough to stand shoulder to shoulder with that icon of Irish sport Paul O' Connell and wave the National Dairy Council's brand proudly.


I was just telling the boss the other day how proud I was of his support of the Irish milk farmers when he informed me of his disappointment to hear that farmers were picketing our stores in Wicklow and Wexford. Well you could have beaten me senseless with a feather when I heard that. As Tigger from Winnie the Pooh says, I never heard anything so ridicerus in my life!

However, the boss stopped, drew himself up to his full height and said "Don't blame the unfortunate milk farmers Mr. Crab, it's not their fault. In fact I had the staff send them out some tea and coffee, it was a wet and miserable evening for picketing."
"No Mr. Crab ' he went on (as he is inclined to do) " It's not the farmers, there is a more sinister mixture of big business and politics afoot here, and I will do all in my power to make it transparently obvious to everyone, the truth in this matter."

With that he gave a little hop and hurried off muttering to himself. Sometimes I think the boss should be less of a gentleman and play dirty, but I have to admit, cranky and all as he is, he is a man of principle.

Thursday 12 November 2009

Granny sees an Applegreen.

As I was trying to find a shirt to wear I fell over my travel bag and banged my head on the wall.
The phone rang. As I grabbed it, I fell over the bag again. By the time I focused on the voice and realised it was my Gran, she was already in full flight halfway through a story, for all I knew. As I zoomed in on the voice, she was saying something about an Applegreen store down the road which was not selling the best coffee on the road. My head hurt. I finally got her to slow down and start at the beginning.

My Granny lives in Templeogue. Her mind is still very much humming along like an old sewing machine. She swore on Granda's grave that there is a new Applegreen station open just down the road from her house. I tried to tell her that she must be mistaken. No, she said, she knows an Applegreen station when she sees one and she had peeped in the window on her way home from church. (She's very proud of me working at Applegreen, I never told her I was only working in the complaints department...) Well she insisted that I come over that evening and see for myself. I agreed hurriedly, trying to say goodbye without being rude. As I reached to put the phone back in the cradle I could still hear her talking away about the station not having the "Best Coffee On the Road" sign, but she was still sure it was an Applegr.., I hung up, and fell over the bag again.

That evening I drove over to her house, and, of course, there is no new Applegreen station. There is a station belonging to an oil company down the road from her house, but surely I asked, that wasn't the station she had been talking about? She replied it was. I could see she was getting upset, she was beginning to think her eyes were failing . "Don't worry Gran" I said, " I'll make an appointment for you with the optician, you probably just need new glasses".
I could see she was still a little confused when I said goodbye. I promised to call her the next evening to find out how she got on.

I did ring. Funny thing is her optician says she has tremendous eyes for her age, she doesn't need new glasses after all.
I forgot to mention I fell over the bag again a few times...maybe I do

Monday 5 October 2009

Applegreen Corby - now that's better.

The boss is not a bit happy about my recent posts. "I understand you are a young man Mr. Crab, and your mind is full of extraneous nonsense like music and movies, but you really must start being relevant to the company. Low fuel prices, always, the best coffee on the road, great food and a welcome on the mat, that's what we're about Mr. Crab" he harrumphed as he bustled out the door. "Tell the people about what matters for goodness sake or you may end up down here in the complaints department for ever." There may have been more, but thankfully the door closed tightly behind him and silence fell over my cellar cell.


I had intended to write about buzzards and llamas today but instead I am going to have to give you some relevant news. It's not that I don't wish to be relevant, it's just that nobody likes to brag, to blow one's own trumpet, to show off so to speak.
Ah well, here goes.

Insight Research, a global leader in Convenience Research, in association with NACS, the National Association of Convenience Stores (an international trade association representing more than 2,200 retail and 1,800 supplier companies), just released the results of a conference study trip carried out in the UK as part of the Forecourt Convenience and Petroleum Conference 2009. The trip was undertaken by 60 Insight delegates from 16 countries and the delegates visited Waitrose, Eurospar and Tesco in Nottingham, JS in Leicester and London, One Stop in Solihull, Poundland in Birmingham, Tesco Environmental Express in Hinckley, Dayleford Organic and Co-op in London and Applegreen in Corby.

The delegates were asked to rate the stores on a scale of 1 to 5, 5 being the highest. Needless to say Applegreen Corby finished joint first with Waitrose with a very impressive 4.5 points. Dan Munford from Insight Research had the following to say. "Insight international delegates are always looking for new ideas and that's exactly what they got from Applegreen. Applegreen has redefined what forecourts look like. I am not surprised by the result, I am always hearing positive comments about the brand, it is always seen extremely positively and was the highlight of the conference tour."

Well it seems to me that these people know what they're talking about and I am certain the boss will be delighted to hear the news. I can picture the smile spreading across his face as he grudgingly grunts "Now that's better Mr. Crab, much better."

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