Nobody buys a truckstop sandwich product because of their quality, brand, or dedicated customer service.

I write about it here: the truckstop sandwich story.

A truck-stop sandwich does the job. It doesn’t even propose to do it well. But people buy them because of a burning need.

The keys to a truckstop sandwich product:

• Burning need which the product solves

• Limited other options

• A situation where the buyer can throw their usual standards out of the window