Introduction: As the face of our brand, Brand Guardians play a crucial role in maintaining and protecting the quality of our products so that a first-class service can be upheld for our customers’ customers. They ensure that only the best quality drinks are served in stores, providing customers with a premium experience. Being a month in to my new role here at Expresso PLUS as Marketing Assistant it was my pleasure to spend a day with Sam, a dedicated Brand Guardian representing Leeds and the surrounding areas, and witness the diligence and dedication required for this important role. Join me on our day on the road……
Morning Preparations: Before heading out to visit sites, Sam prepares his day by meticulously planning his visits, ensuring efficient travel and maximum productivity. Armed with detailed knowledge of each site’s requirements, and plenty of point of sale, he aims to make informed decisions on which coffee machine meets the needs for each store.
On-site Inspections: When arriving at the first site in York, Sam takes me through the process of a Brand Guardian’s visit. He explains that when conducting the initial site survey, Sam pays particular attention to important details such as space available for the machine, water access points and delivery access, as these factors significantly impact the machine location in-store, install process, machine’s performance and customer convenience. Secondary to this, Sam details information of local competition; detailing coffee shop brands nearby and drinks pricing to help our team make a more informed decision about what coffee machine and brand would work best in this environment and help our customer determine a coffee price point. On this visit, a Lavazza Nano E was the coffee to go machine recommended.
Installation and Training: After selecting the appropriate machine for the site, Sam personally oversees the entire installation process to ensure flawless execution. Once the installation is complete for this store, Sam will take on the role of an educator, training the store staff on how to operate, clean, and maintain the machine to achieve optimum efficiency. He understands that well-trained staff will have a direct impact on the quality of the beverages served to customers.
Enhancing the Customer Experience: Throughout the day, I noticed several Point of Sale (POS) displays at various sites. Sam explains that Brand Guardians are responsible for supplying these displays which create an immersive experience for customers, encouraging customers to stop, engage, make a purchase and return for more. Sam explains that with our Pret Express coffee to go machine, customers receive a free coffee morning whereby Sam or another Brand Guardian attends the store within it’s first week of launching, to give out free cups of coffee to consumers. This activity allows consumers to taste and try the coffee for the first time, helping to gain attraction and loyalty for future purchases. Last month we gave away 400+ cups of free Pret coffee, tea and hot chocolate!
Ensuring Quality and Consistency: With installations complete, the responsibility of a Brand Guardian does not end. They continue to be vigilant in ensuring the machines consistently deliver the finest cups of coffee, tea, or hot chocolate. Every 2-3 months, Sam performs site audits, meticulously inspecting various aspects, including the machine’s functionality, stock levels, drink quality, POS and overall cleanliness. Based on these inspections, he assigns a score out of 100, providing valuable feedback to the store and our Head Office teams, helping to maintain the high standards expected of the coffee brand.
Final Thoughts: “Being a Brand Guardian is not just a job; it’s a commitment to excellence and customer satisfaction”- Sam’s dedication and passion for upholding the coffee brands and eXpresso PLUS’ reputation and ensuring customers receive the best experience possible shine through in his work. Through careful inspections, thorough training, and continuous follow-ups, Brand Guardians like Sam play a vital role in making every cup of coffee a memorable one, leaving customers coming back for more.