A View From The Top

5 secrets to unlocking a cult-like following

Scott Snyder, CEO of Bad Ass Coffee of Hawaii, shares his insight on how brands can tap into the average consumer’s need for belonging; ultimately leading to customer loyalty for the long haul.

Photo: Bad Ass Coffee

November 5, 2024

In today's competitive restaurant world, focusing on customer loyalty isn't just an option — it's essential for long-term success. While many leaders in the QSR industry are constantly working to bring customers back, they often overlook a crucial element: creating a holistic experience that truly connects with their customers.

With nearly 40 years of experience in launching, nurturing, and rebuilding brands, I'm often called "the turnaround guy." I've poured my passion for Hawaiian heritage into every facet of Bad Ass Coffee, from our products and branding to the customer experience, to elevate this emerging brand. This commitment has helped us build a devoted following and carve out a niche in the industry. Here's how:

1. Bring your brand identity to life

In today's crowded marketplace, being genuine is key to making your brand stand out. Dive into your brand story and make it the heartbeat of everything you do, from your products and customer service to your store design and branding.

For example, embracing something like Aloha Spirit, which is grounded in warmth, kindness, and a sincere commitment to caring for others, can really connect with your customers and strengthen your brand identity. At Bad Ass Coffee, we ensure that our Hawaiian heritage is authentically reflected in every aspect of the customer experience, creating a genuine sense of being in Hawaii.

Similarly, incorporating a brand emblem with a rich backstory—like the donkey that historically carried coffee beans down the Big Island's volcanic slopes—adds a meaningful layer to your narrative. This story of strength and resilience not only enriches your brand but also resonates with customers who value unique and heartfelt histories. By weaving storytelling into your brand's core, you build a deeper emotional connection with your audience, reinforcing your brand and encouraging lasting loyalty.

2. Prioritize unique reward programs

Creating incentive programs that offer perks like free drinks, exclusive deals, early access to new menu items, and loyalty points can really boost customer retention. It's important to make these programs truly reflect your brand's personality and values, turning them into something more than just another loyalty offer.

Take Bad Ass Coffee's 'Ohana Rewards program, for example. It's not just about earning Lei (our version of points); it's also a way to celebrate our roots and reward our loyal 'ohana (family). With 89 Lei deals of the week, we honor the year our brand was founded in 1989. By integrating these distinctive elements that reflect our brand's unique character and core values, we create a memorable experience that keeps customers engaged and loyal, strengthening their connection with us.

3. Foster a Mission and embrace a 'family' mentality

Building a brand with a strong mission, like Bad Ass Coffee of Hawaii, can really touch people who care about authenticity and purpose. Our dedication to modeling and sharing Aloha, 'ohana (family) and Hawaiian hospitality with every customer interaction isn't just a marketing gimmick—it's at the heart of who we are.

For example, our charitable arm, Bad Ass for Good, shows how we put our values into action. We run initiatives like Cup O' Joe for a Soldier, which provides coffee for service men and women overseas, and Give a Hoof, which supports rescue donkeys, and have provided aid those affected by the Maui Wildfires. These aren't just feel-good projects; they're deeply connected to what we stand for. By engaging in causes that resonate with our customers, we strengthen our bond with them and reinforce their loyalty, making them feel even more connected to our brand.

4. Create an exclusive club

Creating an exclusive club can make your customers feel truly valued and connected, offering them perks like convenient delivery, special discounts, and flexible product choices. When people feel like they're part of something special, it deepens their engagement and fosters long-term loyalty.

For example, imagine giving club members access to a unique product line, like a premium coffee collection sourced from select local farms. This isn't just about offering exclusive products; it's about showing that you're committed to quality and community. For members who cherish both uniqueness and authenticity, this exclusive access becomes a powerful way to strengthen their connection to your brand, keep them coming back for more, and sharing their experience with others – that's powerful marketing.

5. Design merchandise and products for online purchase

Expanding your product range to include online sales and branded merchandise can really amplify your brand's presence. By offering things like t-shirts, mugs, and hats, you make it easy for customers to show their connection with your brand while boosting your visibility and loyalty without extra ad spend.

For instance, Retail beans and merchandise from Bad Ass Coffee of Hawaii account for an average of 15% of systemwide sales, with some destination locations contributing more than 25% of total sales. The key is to ensure your merch reflects your brand's unique identity and values and meets customers where they are with what they want. When customers connect with your story through your products, they become passionate advocates, proudly sharing their love for your brand.

When you truly bring your brand to life with unique reward programs, a mission-driven culture, exclusive clubs, and engaging merchandise, you create an experience that your customers can call their own. These efforts don't just keep people coming back — they turn them into passionate advocates of your brand and become your most valuable marketing asset. By connecting with customers on a deeper level, you set the stage for lasting relationships and steady growth.