Remarkable Marketing – Zarraffa's Coffee

This is the first of a series of blog posts highlighting exceptional marketing strategies.  It may be via social media, online marketing or good old bricks-and-mortar offline marketing by a business on the corner of the street.  Whatever makes me turn my head to look at examples of savvy marketing and good old customer service will get a plug.

Free Coffee Cards from Zarraffa's Coffee
Zarraffas. You had me at the aroma of your coffee. Everything else was a bonus.

Today we feature Zarraffa’s, who twice have impressed me with their concern for my experience in their coffee franchise.  

At Socially Sorted we believe in the concept of Value Marketing – where there are 3 keys to successful marketing.

  1. Know your Values (why you do what you do)
  2. Know the Values of your Clients (what inspires them and what problems can you solve for them)
  3. Provide Exceptional Value (how can you add massive value and exceptional experiences to make them feel special?).

Today’s example of Remarkable Marketing happened at a Drive-Thru Coffee Shop recently opened on the Sunshine Coast.  And it reminded me of a previous experience with the same company, Zarraffa’s Coffee, where I was also highly impressed.  Strangely enough, I could talk about many marketing strategies that they use that work well to sell coffee, but the one I want to talk about is how they use problems or mishaps to really showcase their customer service.

The first incident occurred about a year ago when their lovely Barista accidentally spilled some froth at the coffee machine (I say “froth” because it was barely milk, and such a small amount that she spilled)… but she immediately apologised profusely and handed me a card for a free coffee.  Awesome!  I was super impressed.  I even found myself saying to her “It’s fine, don’t worry.  I really don’t mind!”

The second incident happened last night when on my way back home for the evening and I grabbed a coffee for myself and my husband from the drive through.  I was happily waiting, not thinking anything of it when the lovely lad in the 3rd window came to me (mid way through making my coffee) and said “I am really sorry for the wait, please accept these free coffees on me for next time”.  Not one card was handed to me…..but two!  I told him I was just happy to have a drive thru Zarraffa’s to take advantage of.  He smiled and said again ” I am so sorry, we are a bit short staffed tonight but thanks for your patience”. And he gave me a huge smile.

I don’t care if it is Facebook, Twitter, YouTube, the front desk in a shop or practice or the Lad in the 3rd window of a Drive Thru Coffee Shop.  Customer Service and providing an exceptional experience (even when something goes wrong) makes me want to come back, and to tell my friends….. and bring them with me.

Well done Zarraffa’s Coffee. You have definitely exceeded my expectations. Anyone for coffee?  I have two free ones!

What about you? Can you tell me a great customer service story that you have experienced recently? One that uses one or all of the 3 elements of “Value” Marketing?  Let’s Share!

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Donna Moritz

Visual Social Media Strategist at Socially Sorted
Donna is the founder of Socially Sorted, winner of Best Business Blog in Australia 2014 and a Top 10 Social Media Blog for Social Media Examiner, 2015-2017. She helps brands leverage the power of visual storytelling and content strategy in their business. Her content has been featured in publications such as Forbes and Entrepreneur Online and she is a contributor to Social Media Examiner. Donna speaks about digital and visual content for the marketing and tourism industries internationally.
  • Hi Donna, I agree with you on their customer service – there is a lovely lad who works at the Plaza who always remembers me, chats about the last thing we spoke about and today even commented on a tattoo I just got as a memorial to my Dad. wow! on the other hand, poor customer service always always turns me off form ever using that shop or service again.

    • Thanks Kylie – I am glad that you have had the same experience as me. Yes, the lads at the Plaza are lovely, and yes, poor customer service is just as memorable, unfortunately!

  • Hi Donna, I lve had a read of some of your posts and Ithink they’re fantastic. I wanted to say what a pleasure it was to serve you the other day at the drive through. I take my cafe service very seriously as I’ve had one too many bad experiences in cafes myself and I know how one bad one can ruin your day. As well as working at zarraffas I run my own business as a magician (Sir Andum Magic) in which deal with customer’s every day so I know the importance of providing good service – in the entertainment business if you don’t make that extra effort to provide the best experience for your clients you won’t go far. So its an absolute pleasure to read such enlightened business advice from someone such as yourself. I also wanted to thank you – its one thing to strive to help customers as we can buts its another to be acknowledged for it. So I wanted to thank you sincerely as you made my week!
    Benjamin.Wright
    Sir Andum Magic
    “Change Your Reality”

    • Ben! I am so glad you dropped by. I was pleased to bump into you again the other day. You are so right, customer service is everything and would have to say that you have been exceptional in that respect, as have many of your workmates at Zarraffa’s Coffee. I am glad you appreciated the acknowledgement – after owning and operating both online and offline businesses I know what it is like to work hard and even a small amount of positive feedback makes you smile, even if it is something little. I love that you are a magician and that you have been doing it since you were a kid. Such a rare talent nowadays. I will be sure to remember to tell my friends and business colleagues about Sir Andum Magic. Super glad that it made your week. Have an awesome weekend! I am sure I will see you for a capp again soon! :o) Donna

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