Читать книгу Wake Up and Sell the Coffee! - Martyn Dawes - Страница 39

One meeting was with Texaco at the end of May. As usual I had aimed high, attempting to get to the directors of the company, and although I had failed to reach them I had been referred to a manager who did have authority to make real decisions. I met her in Canary Wharf where Texaco was based. She liked the concept and explained that they already sold coffee but it was a bit of an amateurish operation and was with instant coffee anyway.

I explained that we were looking to undertake trials and if successful we were then seeking roll-out contracts. There was no commitment beyond the trial, but that was the game plan. “Great, ok, we’d love to work with you,” she said. I don’t think I heard this for some minutes as I continued to talk enthusiastically. She actually stopped me and said, “Er, Martyn, we’re in – let’s get the trial agreement from you and move forward.” This was the moment all entrepreneurs love – the thrill of the big breakthrough.

Our trial agreement was signed with Texaco and we then gained a commitment from the retail director of Welcome Break Motorway Service Areas (MSA) to trial Coffee Nation. Their immediate interest was to replace a low-price Kenco offer in their petrol forecourt stores. I could see another opportunity though, which was to position Coffee Nation within the main buildings of each MSA.

My thinking was that we could be in the general retail store that sold sandwiches, cold drinks, newspapers and all manner of motoring paraphernalia. That way if customers visited the main building wanting a coffee they could get a fast solution rather than lining up in the main catering area. Welcome Break liked the idea. This was our first trial where we were not replacing another coffee offer – instead we were potentially creating new demand.