There’s couple of things. First of all, the product needs to be really good, every single time. The coffee, tea, the food offerings, all need to be made to order and fresh. Secondly, the service proposition - you need to have a team dedicated to providing fantastic service. That’s the hardest thing to do at scale, but you need to invest in relationships, in knowing the locals. And thirdly, creating beautiful spaces where people feel there’s an element where they can disconnect, where they can go socialize with someone.
I think a lot of businesses get 2 out of 3 right, or 1 out of 3 right, but to do all 3 right at scale, we call it “boutique at scale,” very few companies have achieved that in hospitality, let alone in the cafe world, where you can say “The product is amazing, the people are incredible, the space feels unique and like an escape.” We certainly haven’t perfected it, but that’s our mandate every day, along with our core tenets and values.