Wouldn’t it be nice if every gas station bathroom you went into was clean? The whole industry had a big issue with bathroom cleanliness in the 1930’s. Many brands notably Phillips 66 solved this problem with a revolutionary idea by creating a Highway Hostess program. The Phillips 66 Highway Hostesses were actually a half dozen registered nurses that were recruited in 1939 to inspect and insure that the brands gas stations were hospital clean. Phillips goal was to target female customers who did not favor one brand over the other, but would opt for the cleanest bathroom and lead their husband and family in that direction. Could you imagine registered nurses cleaning a gas station near you in 2013?
The Highway Hostesses were a big hit and also provided support and help to motorists along with advice to the individual gas stations on how to make the facility more appealing to customers. One hostess even saved a child from drowning. Today Phillips 66 lives on with it’s gas stations and high quality aviation lubricants and fuels.