Chapter 4
Rule 4: Location matters, but for different reasons than it used to
I can’t remember the exact number which was the last straw for me but I think it was £2.80. £2.80 for a bag of sweets at a motorway service station. I’m not even sure if I can remember which sweets, though let’s face it, it was probably Minstrels.
What I do remember is being so shocked by the price that I left without buying anything and spent the rest of my journey along the motorway brooding about pricing strategy.
It wouldn’t be fair just to pick on WH Smith, the stationer and provider of expensive sweets at service stations and public transport outlets. They are in good company. Quite often the coffee you buy from the chain of coffee shops, the lunch you buy ...
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