Well, I think people. Our team. The most important thing about building a brand is leading with experience. If you provide a wonderful experience, one that’s premium and magical, then people will tell their friends, and the best way to market is word of mouth. And with us, that’s how we built the brand. We had a really clear vision of what we stood for, the purpose, and we got inspired by Australian coffee culture, primarily Melbourne where I’m from, and our teams in the field are the face of the brand, the service we provide really reinforces the concept.
I think you can spend a lot of money on different things, but if it’s inauthentic, it doesn’t represent what you’re about. For us, it’s about providing premium quality coffee and tea, curated bespoke environments, and this notion of not being a customer but rather an intrinsic connection with a local. And if you do that right, people start talking about you. And if you create things that are aesthetically pleasing, people will use those photographs on social media, which is natural amplification we’ve benefitted from.