MELBA FAMILY FABRIC - THREAD TWO.

SERVICE

'Local Legacy through Operational Excellence' 

 

Like every other brand out there, we are competing. We are competing for new customers, new team members, new partners. And we’re competing to keep them. 

 

How we act and behave, the way we present and the way we talk is all adding to the way the MELBA brand communicates. Although it is vital that each MELBA is localised to its community and location, it is also important that MELBA lives up to customer expectations and delivers with memorable consistency.

 

MELBA’s are known for being an uplifting local establishment that consistently deliver good food and service driving loyalty and repeat business. We do this by creating a familiar place with honest MELBA family values - a special quality that can only be driven by people (this means you more than the food we serve.) 

 

It is therefore important that our servers recognise and appreciate our loyal locals. Remember, every customer through the door has chosen MELBA over the rest, so it’s important to make sure they leave pleased and satisfied with that decision - ready to repeat it.

 

It is our loyal local customers that make MELBA's so special. MELBA competitors talk endlessly about their food, unique coffee blends, service, specials and prices. The list goes on. However whilst the MELBA group offers similar but with our family values of Passion, Quality and Integrity all the things our competitors focus on will always remain simply an expectation of our customers. Embracing Local Legacy then becomes our superpower. 

 

Sometimes it’s as simple as remembering customers by name, or remembering which type of coffee they regularly drink. It makes them feel familiar and that they are now where they belong. It is more powerful than price as it represents something they feel they cannot get anywhere else. It is how we incorporate MELBA into their own individually unique world.

 

This Local Legacy familiarity is not only important for customers to experience but equally important for other customers to witness. Recognising regular loyal locals builds social currency. It shows what type of organisation we are, creating something tangible customers will aspire to.