Ensure a nice-looking Counter Product Display
Guest Experience
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How to Train
Brand Behaviour is our fundamental concept for how we create unique guest experiences for everyone visiting Joe & the Juice. Follow the steps below when carrying out a Brand Behaviour training:
Step 1: Attensi Certification
Play through the following Attensi modules until certified (4 stars):
- Intro
- Guest Experience
- Brand Behaviour
- Juicer Attitude
- Guest Journey
- Relation & Community
- Diffuse a Situation
*Franchise Markets: Trainee to study e-Campus module
Step 2: Trainer Demonstration
Trainer to explain each of the training goals and show the Trainee how each of the training goals can be carried out use the training tag: Guest Experience.
Step 3: Juicer to practice Guest Experience
For the remaining time of the day, the Trainee will practice the Brand Behaviour training goals. The Trainer will share feedback and guidance during the shift then sign off the day with a recap and focus points for upcoming shifts.
Step 4: Practice Shifts
The following days, the Trainee practices all training goals until they are ready for the validation.
Step 5: Brand Behaviour Validation
Carry out a module validation to measure performance. Use the validation tag: Guest Experience Validation. If the Trainee passes, register the validation as passed in WP2 move on to the next module
Great Guest Experiences
How is Brand Behaviour different from service?
Brand Behaviour is about praising individuality rather than a script. Through your own interactions, you build a loyal guest — not us or a service program. Therefore, we believe your own personality and style is the best recipe for creating great guest experiences. However, this can only work if you have the best interest for the guest and you have some key principles about Brand Behaviour in order.
Why? We want to empower our Juicers and make Joe & The Juice everyone's local destination through employee authenticity.
What are the rules of Brand Behaviour = Always prioritise the guest first
Why is a good first impression so important?
The experience the guest will have is based on the impression during the first interaction with a Juicer. A good first impression opens up for many more possibilities. Rather than considering the next-in line as a simple transaction, instead consider them as someone who will come back, order more, download the app, invite friends… Why? Because they liked the way we acknowledged them in the first place.
There are 4 key principles to deliver a good first impression:
1. Keep a Juicer facing outwards ready to recognise guests at all times (Till presence)
2. Prioritising the guest over other tasks and communication with colleagues
3. Creating individuality for each guest: Not feel like just the next-in-line
4. Never let the guest stand waiting to order
The whole guest experience relies on the first 7 seconds
The main achievement using Brand Behaviour
After the first impression, the next step is to make the guest feel individual. Despite the fact that we are global chain and company, we have always been very good at still being the local destination. We do this by letting them feel seen and heard with the key objective to build a community feeling in each store where both guest and Juicer feel natural interacting with each other.
The Benefits of Brand Behaviour
Brand Behaviour is a vital tool for Joe & The Juice, because it contributes towards the overall company strategy. Your performance plays a huge role in this, because it will improve all 3 of our key pillars: 1) Having Engaged employees 2) Creating Happy Guests 3) Reaching Shareholder Value.
Book of Brand principles
Introduction
The Book of Brand Principles are the 6 guidelines in how to ultimately perform Brand Behaviour in JOE & THE JUICE. Since we opened the first store in 2002 we have served a lot of guests. These 6 guidelines are the most significant principles that have proven to work in our history and brought us the succes we have today. Without these, we would just be another food and beverage concept. What does this mean? Let’s break it down:
1. Product Quality
The quality of our products is the foundation of the experience; if we do not respect this simple Brand Principle then we have failed. When you have bought something with the expectation of how it will taste and it fails in doing so, you will automatically have a negative mindset towards everything - most likely projecting the negativity towards the people who made it. The reason is that the disappointment is larger than the mistake – and it always will be. When practicing Brand Behaviour, it will look awfully foolish, arrogant, and careless when the product quality is off.
2. Choose your attitude
It is always your own choice how your day will be and more importantly how you respond to everyday events. It is called Choose Your Attitude. This means that it is YOU and only YOU who can choose how your day will be, no one else. You have the power to make someone’s day. Your positivity projects out to everyone around you in the bar which can have such an amazing effect on the guests and your colleagues.
3. Understand the Guest
Our guests all come in for different reasons. Therefore, we need to be able to approach each of them individually. Would you approach your grandmother the same way you would with your best friend? No, you would not. Let’s break down the typical types of guests:
4. Guest Recognition
All guests are people who seek recognition. People make decisions daily about where to buy their coffee or lunch. The place that offers recognition is most often the place they choose to come back to. For us, the name is such a powerful tool of recognition because it means that you do not just see the person as a transaction, but rather as an individual who stands out.
5. Guest dialogue
Having a good dialogue with the guest can be fulfilling for both the guest and yourself. Remember, that a simple conversation can be the first step of creating a new loyal guest. For example, “hello, nice jacket” could be a good opener because you complimented them at the same time you welcomed them in. It is your responsibility to start the conversation. It is simple — Either ask them a question or give them a compliment.
6. The Recovery
In JOE & THE JUICE, we need to accept that mistakes will happen because of our fast-paced working environment. What is more important is what we do when a mistake occurs! This is our chance to show that we really care about our guests.
Every problem is significant no matter what it is and we always treat our guest’s problems by showing care. Why?
- It is our chance to show how well we look after our guests
- When an incident occurs in the bar it is an opportunity for us to leave the guest with an even better impression
Juicer Attitude
Introduction
In most situations, the key factor for handling any guest is the attitude of the Juicer. Even the most difficult situations can result in a great experience for the guests involved because it just requires the right attitude to turn the situation around!
Case 1: “Make someone’s day”
Have you ever arrived at work feeling down and not in the best mood - But then one of your colleagues on shift has lifted you up simply by their positive energy?
Remember, you have the ability to make the same impact towards our guests. So, keep this in mind next time a guest enters the store seeming a bit stressed or unhappy.
‘Perception is Reality’
The guest’s perception of you is their reality, so you need to accept it but also remember that you have the power to make a choice about how you want to be perceived. This is why we should use their perception to evaluate and improve ourselves.
Case 2: Correct Waiting Time
It’s a busy Saturday and we’ve just finished“Killing the Queue”, but with a lot of orders on the List to be made. A guest enters the store and sees no queue, so assumes a short wait time, but isn’t informed at the Till that it will take at least 10 minutes. The guest becomes frustrated from waiting and confronts the Juicer.
Take away: They can only guess the expected waiting time by the length of the queue. The cause of the problem in this situation is that the Juicer assumes the guest knows we are busy but does not inform them!
What the Till Juicer should have done: was to inform about the waiting time before the guest pays for their order to match the guest’s expectations to our current waiting time.
What can you do now: Take their name, look for the order on the List —> Inform when the order is ready —> Ask where they are sitting —> Bring the order to the table.
Attitude
Attitude is about being understanding in awkward situations, not losing your temper, taking responsibility, and showing care to your surroundings
— Choose your attitude
Case 3: Guest drops shake on the floor
On their way down to the table, a guest drops their shake and spills it all over the floor. It is an embarrassing moment for the guest who then asks the Juicers behind the bar for a napkin to clean up the mess. The Juicer is a bit stressed about the mess in the Customer Area and hands the guest a cloth to clean up the shake on the floor.
Take Away: Keep in mind that it is as just annoying for the guest to have dropped the shake. Accidents happen all the time, especially in a high tempo environment like JOE & THE JUICE. The Juicer now has a great opportunity to make the guest’s day by taking it with a smile, helping out the guest with the cleaning, and afterwards making a new shake free of charge.
In this situation, the cost of the shake is irrelevant compared to what it means to our guests. After all, it is those good experiences that bring the guest back to us, allowing you to serve that shake again!
Care
What is care? Care is a combination of being observant and patient at the same time. You need to observe the situation and then you need to have the patience to persistently do it correctly, no matter what it takes.
To demonstrate care is having the ability to always reflect on your patience in every situation. Patience to do it correct the first time even though you are in a stressed situation or patience towards a guest who is being difficult.
Case 4: Have patience
One common issue we often experience is when a guest is uncertain about what they should choose from the menu which can cause the Juicer to become irritated and slightly rude because they are busy. The Juicer noticed the uncertainty but makes no attempt to provide direction to help the guest decide. The Juicer does not have the patience to do it correctly by helping and therefore the care for the guest is non-existing.
Take Away: When a guest is unsure about what to order, it is a perfect opportunity for us to show care. Take the time to guide them through the menu and make them feel more comfortable when ordering in Joe & The Juice.
Relation & Community
Introduction
You might be thinking:
How can you recognise a person you have never met before? How do you form Relation & Community? How do you initiate a dialogue with a new guest? Where does recognition even start?
It actually starts with how you handle the next guest entering your store. Recognition starts with the name! When you’ve got the guest’s name, use the name at any given chance.
Using their name multiple times during their visit will make them feel recognised and more likely to come back. However, it is essential you sign off by saying farewell using their name one last time to give them a lasting impression. This will more likely convert them into a returning guest. If the guest seems satisfied, take a mental note of their name & order to use in the welcome for when they return. Even if you get the name or order wrong, it still shows recognition which the guest will appreciate. Now, you have started building on the community.
Guest Recognition:
As we mentioned previously, all people seek recognition in everything they do — They make choices where to get their coffee, breakfast, lunch and dinner on a daily basis. So when we offer our guests recognition, we will most likely be the place they return to. This is how we create the local community feeling in each of our stores around the world.
Remembering the name:
So, the first step is always to know the guest’s name. The name is such a powerful tool of recognition because it means that you do not just see the person as a customer but rather as an individual guest. If you manage to start the interaction with: “Hello Jennifer, good to see you again”, the guest is more likely to be impressed and give more of themselves back because you make them feel exclusive and unique.
Remembering the order:
You can take it even further and remember the guest’s order. The guest will again be even more impressed because you make them stand out from the rest of the crowd by remembering their order and maybe even how they like it. This is also the chance for you to expand the guest experience through offering recommendations (more on this later).
“Hey Jenny, you ordered the Green Tonic at your last visit, maybe you want to spice it up and try Green Mile?”
“Hey Jenny, you always order the Spicy Tuna, you don’t want to try it with some avocado?”
Guest Dialogue
Dialogue is another recognition tool that can make the guest feel special and stand out. Why? Because it is “for free” and it won’t be expected by the guest. This will impress the guest and show that you are interested in them. Activating dialogue is another great way of building a relation & community with the guests.
Everyone expects a hello - it would be weird without it. But that is not enough. What comes after the Hello is a nice opener, either:
1) A question
2) A compliment
3) Continuing a previous dialogue
Question:
Only you have the responsibility to start the conversation, because the guest can be in doubt if it’s appropriate or if you have time. The opening questions can be simple and not even thought-through: How are you? Have you had a good day? What are you up to today?
The only rule is to listen and be curious.
Compliment:
A compliment is a positive way to start a dialogue as it won’t be expected by the guest. Only use this approach if it is genuine. You should never make a compliment if you don’t really mean it, then it will come across awkward.
Remembering a previous dialogue
Another tool is to remember what you have spoken about previously with the guest. This shows that there is some depth to your ongoing conversation and that you have already built the relation and local community feeling with this guest. Getting to this point usually means that you can consider the person as a loyal guest.
Benefits of Guest Dialogue:
The better relation you have with your guest, the more likely you are to avoid awkward situations when something does go wrong. This is because the guest has a positive view of you as a person, leading them to being less annoyed. Most likely, going to work will also be more enjoyable and it will be fulfilling to meet your loyal guests to continue building the relationship.
Recognition to boost the store:
Guest recognition boosts the reputation of the store with an increasing number of loyal guests. Our loyal guests are our Brand Ambassadors. They are the promoters who talk good about you and JOE & THE JUICE. A guest is more likely to try out something their friend recommends them, rather than what they see in an advertisement. Word of mouth is more powerful than any other marketing tool.
How to videos
Guest Journey
What are the basics of creating a great guest experience?
Introduction
The guest journey is all the different stages of a typical guest visit where you have the opportunity to perform Brand Behaviour and deliver a great guest experience.
We offer super honest products to be proud of, but we need you to deliver the actual experience for the guest, which ultimately makes them return.
When you have the skills and the confidence to work in the bar, it is time to make the guest feel invited to the unique experience of visiting a Joe & The Juice store. Instead of thinking ‘you work in a cafe where customers enter’ your aim is to make everyone want to return after visiting you.
Before the guest journey begins, always ensure the basics are in order by having a clean and presentable store.
The Guest Journey - Brand Behaviour Stages
All the above stages listed are the common scenarios our guests go through when visiting Joe. Keeping these stages in mind will help you understand the guest perspective and guide you in how to deliver great guest experiences.
How to diffuse a situation
What are the basics of creating a great guest experience?
Introduction
When working in JOE & THE JUICE, it is inevitable that you will experience a difficult situation with an unhappy guest.
Despite who’s to blame for the cause of the unhappiness, the only thing that truly matters is how you handle the situation and never how you try to avoid or defend the issue. Dealing with the situation, face on, is what we do in JOE & THE JUICE.
The best approach towards diffuse a situation is always achieved through the type of response and the instant solution you offer.
The Guest's Perspective
When a guest approaches the bar to complain, there are two main aspects to keep in mind:
So, when a guest actually wants to complain to the Juicer then the complaint is substantial. We must respect that fact and handle it with great care.
It’s never about the coffee
If a guest wants to complain in the store, the mistake is usually laying somewhere else than just making a bad product e.g. a coffee. The bad coffee is just an excuse to complain about the overall experience.
Once a complaint is made, you have the opportunity to recover the performance with Brand Behaviour. So, be curious and figure out through Guest Dialogue how to make them the coffee that suits their needs I.e. milk temperature, milk base, number of espresso shots, texture of milk.
Accept the problem and provide the solution
When dealing with a guest complaint, it is crucial that you do not provoke them further by questioning, dismissing, or denying their complaint to be valid. If you
do resist, by giving an irritated response, defending yourself, or hiding behind the company rules you will just add fuel to the fire.
The only way is to accept the issue and provide a solution when dealing with a complaining guest. Always start by allowing the guest to express their full message before speaking, then simply accept it and provide them with an instant solution.
The Most Common Complaints
It is usually the same complaints and issues that occur. When you know how to handle these common issues, you can solve the problem easy and quick. It shows the guest that we are professional in what we do when action is taken right away.
We obviously want to minimise the waste in our stores as much as possible, but Guest Satisfaction and Product Quality is always prioritised higher than waste!
How do we recover different scenarios:
• If we gave the wrong product to the guest, we make them a new one (Recovery).
• If the guest drops their product on the floor, we make them a new one (Recovery).
• If the music is too loud, we turn it down to a reasonable level (Action).
• If you are aware that the waiting time is long, you inform the guest before they pay for their order (Information).
• If the guest ordered the wrong product, we make them a new one (Recovery).
• If the guest doesn’t like their product, we make them a new one (Recovery).
• If the guest is allergic to kiwi, we clean the blender can in the high temp sanitiser before making the juice (Action).
• If the tables are not clean, we clean them immediately (Action).
Basically, whatever the problem is or whose fault it is, we already have the solution in the store.
Training Goals
The following are the goals for working with the Brand Behaviours module. The goals function as the guide in what the Juicer should be trained in and practice towards their validation.
WHEN AT TILL
The pre-welcome:
- Present at Till facing outwards
1st impression:
- Spot the guest / Smile & eye-contact / Activate them to order
WHEN NOT AT TILL
The pre-welcome:
- Regularly check for guests entering the store
1st impression:
- Spot the guest / Smile & eye-contact / “I will be with you after I‘ve made this order”
GENERAL
Till:
- Welcome / How are you doing / Activate dialogue
Menu:
- Loyal Guest: Remember name and order (Tim & his Green Mile)
- New guest: Menu guidance / Personal product recommendation
Finalize order:
- Finalize the order using the name, inform about potential Waiting Time & direct the guest where to wait.
Send Out:
- Call out the name, confirm the order with smile & eye-contact
- Last order on the List: Deliver to table
Almost Done:
- When in Customer Area, ask guests how everything was with their order?
Farewell:
- Say farewell using the name
Clean Seating and Tables
Clean Trash Bins in Customer Area
Deep Clean Centrifuge
Clean Bar Bins
Clean Bar Lamps + Speakers
Clean Cleaning Tools
Clean Drains
Clean Floor Panels
Clean Ice Machine
Clean Menu
Clean Sandwich Grills
Clean Toilets
Clean Walls and Pictures
Clean Fridges
Deep Clean Stockroom + Fridges
Clean Bar Front
Clean Bar Filters
Clean Fruit Baskets
Clean Dishwasher
Clean Sinks
Clean Centrifuge Cave
Deep Clean Mazzer
Deep Clean Mythos
Deep Clean GB5
Clean Blender
Clean Centrifuge
*If mistakes occur, recognise it, and do it over*
The Pre-Welcome
- Present at Till facing outwards
Music & 1st impression
- Spot the guest / Activate them to order / Smile & eye-contact
Till
-Welcome / How are you doing
Menu
-Remember name and order / Product (personal) recommendation
Order
-Activating dialogue / Ask a question
Send Out
- Hand out products using name with eye contact and smile
- List overview / Proactive towards potential unhappy guests
- Recap & confirm the order for the guest / Show pride in products
- Deliver orders to table / Showcasing pride in the products
Almost Done
- Ask how everything was / Show that you care
Farewell
- Say farewell using the name
Wrap Up
- Recap your performance and take a mental note of their name and orders
Clean Seating and Tables
Clean Trash Bins in Customer Area
Deep Clean Centrifuge
Clean Bar Bins
Clean Bar Lamps + Speakers
Clean Cleaning Tools
Clean Drains
Clean Floor Panels
Clean Ice Machine
Clean Menu
Clean Sandwich Grills
Clean Toilets
Clean Walls and Pictures
Clean Fridges
Deep Clean Stockroom + Fridges
Clean Bar Front
Clean Bar Filters
Clean Fruit Baskets
Clean Dishwasher
Clean Sinks
Clean Centrifuge Cave
Deep Clean Mazzer
Deep Clean Mythos
Deep Clean GB5
Clean Blender
Clean Centrifuge
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