In July, Øyvind Andreassen, our Head of Operations for both dealer-owned and RBA stations in Norway, embarked on a unique “summer tour” that took him 2,162 kilometers across the country. His mission? To connect with the people who make our stations what they are – the hardworking employees who meet our customers every day.

Over eight days, Øyvind visited 57 St1 stations, stopping to ask one simple yet powerful question: “How is it to work here?”

“Summer is the high season, and to truly understand what’s happening in our business, we need to stay close to our operations and hear directly from the people who are on the frontlines,” Øyvind explains. “Meeting our team, seeing how things work, and understanding their challenges and successes is key to improving what we do.”

Late nights, early mornings – always with passion

Øyvind’s journey didn’t follow the typical 9-to-5 schedule. He visited stations during the busiest and warmest week of the summer, meeting employees at all hours – late nights and early mornings – to capture the reality of daily life at our stations.

“My strongest motivation was to be there when it happens – to meet the team during those moments, whether it’s a Saturday night or Sunday morning,” says Øyvind. “It’s about seeing how things really are. How are our employees? What do they need? What do our competitors look like? It’s about learning not just what’s working but also where we can improve.”

A surprise that was well received

Over the course of his tour, Øyvind spoke with more than 100 employees, from part-time workers to store managers. No one knew he was coming, but his surprise visits were met with appreciation and enthusiasm.

“The first question I asked everyone was: ‘How is it to work here?’ The second was about our customers – what’s important to them, and how can we serve them better? And the third was, ‘How can we sell more?’ Our business thrives on delivering great service and products to our customers, so it’s important to always be thinking about how we can improve,” Øyvind explains.

The feedback he gathered has already been put into action by his team.

“What’s clear is that we need to focus on what works well – our stations are clean, welcoming, and our teams are happy. But there are always opportunities to raise the bar. Passion for continuous improvement will drive us forward,” Øyvind concludes.

A brilliant example

Head of Sales and Brands in St1, Daniel Wandebäck appreciates such initiatives and enhances how this provides unique insights.

“Øyvind’s summer tour is a brilliant example of the passion we share for staying close to our business. By engaging directly with our frontline teams, he’s uncovered insights that are not only valuable for Norway but have the potential to elevate our entire retail network across also Finland and Sweden. Sharing learnings widely ensures we maximize the impact of initiatives like this one—scaling what works, addressing what doesn’t, and ultimately strengthening our customer experience and sales performance throughout the entire network and our St1 family,” he states

It’s the little things that matter

So, what did Øyvind hear from the teams? According to him, employees are thriving. Many have been with us for years, enjoying the team spirit and support of their colleagues. The training they receive is highly valued, and they feel empowered to deliver great service.

“When it comes to customer service, it’s the little things that make a difference,” Øyvind shares. “The best service is about being present and noticing the customer – offering a friendly smile and a simple ‘hi.’ If you smile at someone, they’ll likely smile back.”

As for increasing sales, the answer from the teams was clear: “Fresh food – and plenty of it.”

A team effort that’s making a difference

Anita Sørlundsengen, Head of Retail in Norway, applauds Øyvind’s initiative and looks forward to follow up on the findings.

“Understanding what’s happening during the high summer season is crucial for supporting our retailers and ensuring their success, which benefits us all,” says Anita. “Øyvind’s summer tour shows a true passion for being out there, in the field, even when most others are on holiday.”

At St1, we’re committed to staying close to our operations and continually improving the experience we offer our customers. Øyvind’s journey is just one example of how we keep our finger on the pulse of our business and strive to do better every day.