When I park my car in Museumsquartier, on the walk to work I pass a little charming cafe called “un petit Café.” Sometimes if I am not in a rush or I am a little more stressed than usual I will pop in. I ask for my London normal which is a “Flat white” which is not so common in Vienna, only in the hipster cafés.

Last time I asked him for a flat white he mentioned that his coffee is good and strong and so his cappuccino is very much like a double flat white but cheaper. I stood by my original choice and said “next time” I come in (the default response when you want to stick by your choice but not want to offend anyone.) The flat white was great by the way.

Today was that “next time”. When he saw me, he gave me a smile, and said “hey, you're back, do you want that cappuccino?” Now I really wanted a flat white, but he asked in such a way that I went with it. Not forced, but intrigued “what’s so good about this cappuccino?” I wondered to myself. Then whilst making the cappuccino he said do you know the code?

“What code?” I replied.

Here I will show you. I leaned forward intently looking around as though I was being let on in a secret only for me. After he poured the milk froth, he sprinkled brown sugar all over the top. He then took out a kitchen blowtorch and carefully caramelised all of the sugar. He gave me a spoon and said first you slowly eat the sugar and then when you are ready you drink the coffee.

I took a step back from the counter and slowly ate spoonful’s of caramelised goodness as I looked around the small cafe. I saw homemade cookies, freshly made bulgur salad, a selection of Deli meats waiting to be cut for a sandwich of my choice. He was hitting my hipster buttons all at once. I added the place to my little mental map for lunch options. After I carefully savored the caramelised topping I gave him back his spoon, told him “das schmeckt sehr lecker”, told him I would be back and took the rest of the coffee with me.

As I walked the rest of the way to work, enjoying my coffee in the sun it became apparent to me. I only planned to quickly grab a flat white and drink it on my way to work.

The last conversation we had he made me aware that he had a good cappuccino on offer. Upon welcoming me the next time, he treated me as a valued customer, who he knew already, and offered a recommendation of what I might like.

When I went with his choice, he didn’t just slam it down on the counter and let me go on my merry way but offered an experience whilst making my coffee with a dash of exclusivity. I enjoyed the process of my coffee being made and was happy to purchase.

The caramelised sugar and the spoon kept me engaged and physically in his café, leading to conversion opportunities and again making me aware of what else is on sale. I already know I will be back for that Bulhur salad!

With a great user experience this little café has now instilled loyalty (I will be back) and here I am telling you fine people about my experience (advocacy)

Well done sir! You get today’s “Great UX” star of approval!

p.s. Is this caramelised sugar cappuccino even a thing? #takemymoney

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