90 / 96
guests,” he adds. “We have ini-
tiatives to do that. If it’s a cus-
tomer’s birthday, we want to be
able to know that before they
come in the door, we want to be
able to surprise them. We want
to know our most frequent cus-
tomers drinks, and have them
available sometimes before
they even get in line.”
Another key part of providing
an exceptional experience is
specificity. No tow Kaldi’s loca-
tions are the same, Brett ex-
plains. Each is catered to the
specific community in which it
resides.
“From an outside perspective, it
may not make sense that each
store is completely different,
but we’re really trying to cater
to our neighborhoods,” he says.
“We do that because in order to
better cater to our guests.”
Of course, quality is also im-
portant. Kaldi’s Coffee ensures
consistency by carefully select-
ing their suppliers and exten-
sively training their staff. Their
onboarding process takes 90
days, and the importance of
quality – as well as the impor-
tance of the guest experience –
is stressed throughout.
As a result of all the above, the
company tends to earn a high
degree of customer loyalty
wherever they go.
“We have a tremendous
amount of loyalty,” Brett says.
“We track through digital loyalty
programs, through newsletters,
through social media – our cus-
tomers definitely keep coming
back.”
The same is true of the com-
pany’s wholesale clients. For
example, they are still working
with the first ever vendor they
partnered with, all the way back
in 1994. Brett credits that kind
of longevity to the company’s
approachability:
JULY/AUGUST 2019