"You're the Man From Mozza!"
One pizza and the rest is history.
This is the story that keeps on giving. I get asked about this from friends, family, industry professionals… a lot of people.
I Don’t Play Golf - I’ll Stick to Reading and Toasties
When I visit St Andrews in Scotland there are two places I make a beeline for: Toppings and Co Bookshop and the Cheesy Toast Shack. Trust me there’s a few posts about St Andrews local businesses customer service but let’s not get ahead of ourselves, this is all about the toasties.
I’d made it to the shack once before and fell in love with the New Yorker Cheese Toastie.
My commute a few times a year was long, 250+ miles and seven hours door-to-door, so my first port of call was the Shack. One year I saved myself for pizza instead with my daughter, Mozza was chosen as the destination and the pizza was most excellent. The next table was long and had about sixteen people on it. They were all having a great time so I didn’t take much notice. Pizza was consumed and my daughter and I left happy.
The next morning, in preparation for the return trip, I swung by the Toastie Shack. This time the Red Leicester, Chorizo and Rocket (astounding piece of work every time). Behind the window the staff member, rather pale looking, “Did you enjoy your pizza last night?”. I look confused, surprised and then he perked up, “We were the noisy table, hopefully it wasn’t a problem.”, “Not a problem to me, you were all enjoying yourselves.”, I said. Toastie made and a free coffee supplied for the journey home (Amazing customer service surprise #1). With that I drove off.
Three months later….
Back to St Andrews, straight to the Shack. And this time without hesitation (and a different staff member) and with index finger firmly pointed, “YOU’RE THE MAN FROM MOZZA!”. Once again another apology about the noise, it was seriously no problem to me, turns out it might have been to some other patrons. I can neither confirm or deny. It also was brought to my attention that I missed the round of shots that were purchased. I was driving anyway….
Another six months past. Another commute and once again my first port of call is for the lure of the Red Leicester. And every time, “YOU’RE THE MAN FROM MOZZA!”, same shock but different staff member.
For the next four years every visit was the same. Order tickets had #ManFromMozza written on them, then it became first name terms. Every time I visit it’s like a smile from a long lost friend you haven’t seen in years. I’ve had some really interesting conversations with folks in the queue about the weather (it’s Scotland, it’s cold), the food and even jazz. Chick Corea is certainly not boring.
Customers are willing to wait a long time for a toastie, this aspect alone is not lost on me. The Shack has some die hard fans.
I’m a delighted customer and I will shout as loudly as I can to support them. And that’s the whole point.
And how the Toastie Shack just does social media, marketing, events, branding - well it’s all just spot on. Controversy, they can handle it. Charitable giving, just search on Seagull Insurance. It’s perfect.
While I’m no longer doing the “commute” we still keep in touch once in a while. Replacement stickers for a laptop, sent without fuss. Messages about brilliant experiences, I can do that.
What Can We Learn?
Well there’s just a lot to learn here. That hatch on East Sands can only really deal with one person at a time, and that’s where it shines. The customer experience is one-to-one. There’s no online ordering (that I’m aware of) and that’s fine, if you want to experience it then you have to be there.
Kate Carter-Larg, Sam Larg and the rest of the team just ooze service, each and every time. They’ve got the thing down to a fine art in my eyes. Like I’ve already said, marketing for them seems to be natural. Their fanbase is made up of tourists and foodies alike, they’re all willing to shout as loud as I do about how good the Shack is.
Jase, I want to visit!
You can, here’s the location on Google Maps. And if you do go, just tell them that the #ManFromMozza sent you. :)