Steve - Barista
The Daily Grind - Phelps Dodge Building, Phoenix, AZ
Brand Champion Awards - Awarding individual team member's actions and how it delivers their organization's brand promise in an extraordinary way.
"A Warm & Inviting Coffee Emporium, Bakery & So Much More"
That is the brand promise of The Daily Grind in the heart of downtown Phoenix.
If you've been to the center of downtown Phoenix recently, you would agreed that most would not describe it as 'warm' (except in summer)and 'inviting'. With light rail construction, City Scape construction, building renovation construction and seemingly - construction for the sake of construction - the consistent, deafening sound of jack hammers and continual blowing dust can make for a very uninviting atmosphere these days. Not to mention, it is ground zero for human stress as office building inhabitants rush from one place to the other with every 5th word spoken being 'economy' and most words directly preceding, not appropriate for print. Is it really possible to create a warm, inviting atmosphere amongst all of that?
And as for where you can get a cup of coffee or a pastry downtown, there are plenty of options on most blocks it seems. Does it really matter if you market yourself as 'A Coffee Emporium & So Much More?'
It does if you want to be treated like the most important person in the world.
Like many business people, there are three things that are extraordinarily valuable to me when I am on the move in the morning: Time, Communications and Coffee. If those needs and values are met and respected, I will always be grateful for the excellent service and positive impact it lends to my work day.
Recently, I found myself downtown with less than an hour to get some crucial work done before my next appointment on the other side of town. Desperate for both coffee and an internet connection, I considered my options. In walking distance, there was Starbucks, but I was hassled with charges and complicated connection procedures that last couple of times I attempted a working coffee break with them. Then, there was this little independent place, 'The Daily Grind' with a sign in the window: Free Internet Access. With brightly colored walls, original art hanging and comfortable club chairs, I decided to give it a try.
It was cold, cloudy and I was under the weather. I wanted my usual comfort of a vanilla latte and ordered it with the friendly gentleman behind the counter, explaining I needed to warm up on the inside.
Unexpectedly, Steve, the barista, inquires if I have ever had a Himalayan Hammer. I was surprised by his question at first (I already knew what I wanted) and was very anxious to get to work. Steve went on to explain that if I was looking for some warm comfort that was 'the drink' to have. Upon reading my doubtful expression, Steve went onto to say, "I will use my 24 years of coffee making experience to make you one of the best drinks you've ever had. If you don't like it, I'll be happy to make you a vanilla latte."
I was stunned. Confidence, Experience, Pride and a Guarantee was just promised to me in a cardboard cup with thermal sleeve. His delivery was perfect. Smiling into my eyes the entire time he spoke, I believed he would do everything in his power to make a fabulous cup of comfort...just for me.
Agreeing to try his creation, his face looked like a 10 year old who was just given permission to ride their brand new bike for the first time. He asked me my name and while he endeavored, a co-worker came out from the kitchen. Steve effortlessly said, "Dolores, this is Christina - she's terrific. Christina's been making coffee for 12 years. Christina, this is Dolores. I'm making her one of my Himalayan Hammers."
Christina greeted me as if meeting a new friend from her hometown and reinforced my selection. "Oh, you are going to love it," she said.
I inquired about internet and Christina gladly gave me the complimentary access code while Steve finished creating my coffee. I was up and running in no time at all.
Sitting next to the glass wall looking out onto the street, I could see the anxious life of downtown continuing on. It seemed like I was peering into another world as I sat in a comfortable leather club chair with perfect internet connectivity sipping what truly was one of the best coffee drinks I'd ever had. Every few minutes I noticed Steve would unobtrusively glance in my direction to see if I was doing alright and give me a smile if I happened to look up. Thank goodness for the alarm setting on my phone to remind me of the time or who knows how long I might have lingered.
A warm & inviting coffee emporium? You bet. Like any great experience, I was transported from my current reality and transformed into a state of being that I preferred. Despite my GPS location, I was no longer experiencing the crazed environment of downtown but instead, had a little haven carved out for myself for the better part of an hour.
All because of the confident, experienced and proud barista that greeted and watched over me during my experience. And yes - While being confident, experienced and proud in your organization and product would be more than enough to have you considered a potential brand champion, there was one more impressive thing that Steve used to make the brand promise true: Passion.
Steve's genuine passion for the three 'C's in his world: His Coffee, His Craftsmanship & His Customers was what turned an excellent experience into an extraordinary one. It is what transformed The Daily Grind from being a place to plug in and get some coffee to becoming a perfect niche of comfort. His passion is what allows their brand promise to read "...& So Much More"
It is a genuine passion for your product, service and customers that is the very vehicle to transport consumers into a great experience and ultimately gives them the extraordinary value of more. More appreciation for the product they are buying. More satisfaction from the service they are receiving. More of a relationship and connection to the brand team members and establishing a 'place' where they comfortably belong which translates ultimately into more devotion.
Bottom line: only pure passion creates More 'WOW'.
Thank you, Steve, for being the perfect example of how a team member's passion can create a transformational experience and memories that inspire consumer devotion.--Dolores McKay, ZAG Group CVO
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