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The store manager encourages customers to put down their Christmas shopping.
Jernia is now getting acclaimed on social media for encouraging people to support local restaurants rather than buying new items from them.
– It’s about solidarity. We are lucky this year, because people are more at home, renewing and having fun, and we have had a good development. Restaurants and bars, on the other hand, are struggling, Espen Karlsen, CEO of Jernia, tells Nettavisen.
“Does the guy need another pan?”
Thus begins the new commercial of the chain of stores. They have put an entire page in advertising space in the most important newspapers in the country, in addition to running the ad on Facebook to reach more people.
Jernia encourages you to buy a gift card at your local restaurant instead of buying a hard packet to put under the tree.
“At Jernia, we love helping people be successful in the kitchen. But now it is urgent to save restaurants and all those who make their living cooking and serving us food. So think twice before putting another hard pack under the tree, “is among what’s in the ad.
It’s Karlsen, who is also a former chef, who leads the ad with a photo of himself and a frying pan.
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Less turnover
They can afford to place newspaper ads, but know that not all restaurants and bars can afford to advertise themselves and gift cards during this difficult time. That’s why Karlsen and his chain are taking action.
– We know that many people buy the latest stressful “Christmas gifts”, and buy things that people may not need. So it’s best to encourage gift giving to both the recipient and those who work in restaurants they’ll be happy with, Karlsen says.
– We need restaurants and bars for a good business life in the future. We must take care of contributing and marketing it, he points out.
This move just before Christmas is likely to give the chain store itself a good reputation, but it can also lead to fewer customers.
– Aren’t you afraid that less people will buy with you then?
– Yes, we are. But I am more afraid that restaurants and bars will go bankrupt. Then there will be silence in the streets. We already noticed that we have lower turnover in our stores in central Oslo, even in Torggata, because there are fewer people outside, says Karlsen.
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Thanks for the support
Brasserie France restaurant in Oslo is one of those praising the ad on social media. On their own Facebook page, they have posted a picture of Jernia’s ad and brag about Karlsen.
“Espen Karlsen is a dedicated Jernia manager and has been eager to repair rather than buy new set requirements for green packaging from suppliers, so that he can buy the number of screws you need rather than one package … Today’s announcement It is not a PR stunt, there are long-term thoughts and value choices behind it. This is how you build a reputation, ”they write.
Others have praised Jernia’s control on Twitter.
“Big congratulations to Espen Karlsen in Jernia, who strikes to save the urban environment around the shops at a difficult time. Instead, buy gift certificates at your local restaurant. ” write one.
«Jernia boss Espen Karlsen shows social responsibility! I take my hat off and my thumbs up: an example to follow », write another.
Focus on reuse
It’s not just the support for local restaurants that is good to encourage not to buy a skillet just to buy something for someone.
– Much of the climate pollution comes from our consumption. I’m not saying that we should stop buying, but we have to think more. There must be a real need when shopping for something new, says Jernia’s manager.
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He believes that it is the responsibility of retail to take steps to ensure that Norwegians do not always buy something new when the old one breaks.
– We will reduce greenhouse gas emissions by 50 percent in ten years and then everyone must contribute. Wholesale is the key. What we sell must be recyclable and make sure that the products we sell contain recycled raw materials, he explains, adding:
– If we recycle metal, we reduce greenhouse gas emissions by more than 90 percent.
Karlsen says Jernia started last year by accepting pots, pans, and knives, and then making sure everything is recycled and resold as raw material.
– Last year we received 5.7 tons of metal. It will practically reduce greenhouse gas emissions, he says.
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