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Business

A sizzling success for Weber in Denmark

admin
March 7th, 2014


This article is more than 10 years old.

Weber has made profits in Denmark for the past 13 years

The US grill giant Weber continues to impress in Denmark. For 2013, the company’s Nordic subsidiary, Weber-Stephen Nordic, has posted financial results showing a turnover of 670 million kroner and profits of 56 million kroner before tax.

According to the head of Weber-Stephen Nordic, Jens Bindslev, the Danish market accounts for nearly half of the profits generated by Weber-Stephen Nordic and is down to a long-term marketing strategy dedicated to changing the Danish perception of what their grills are capable of.

“We have focused a lot on getting closer to the consumers," Bindslev told Børsen newspaper. 

"We have turned focus away from the product and towards the experience."

READ MORE: Novo Nordisk eyeing Pakistan potential

More than a sausage
One of the experiences that the company has striven to serve Danes is the increasingly popular pulled pork dish, which many Danes were unaware of until recently.

“If we don’t try to create these experiences, then the grill is nothing more than a dumb sausage and some pork chops,” Bindslev said, adding that gas grills were particularly popular in Denmark.

“We have experienced a strong development in gas grill sales. The grill has become part of everyday life – people want to grill every day.”

Weber-Stephen Nordic, which is based in Nørresundby near Aalborg, has made a profit in Denmark for 13 years in a row.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”