What does it take to create an unforgettable customer experience? 

For BurgerFuel, it wasn’t just about great food—it was about how customers feel the moment they step into a store. Leading this transformation was ECD Practitioner Mel Howell, who designed and delivered the largest-ever hybrid project for the Customer Experience & Emotional Culture Deck in the world.

In 2020, Mel launched a game-changing customer and employee experience programme across 50+ BurgerFuel stores in New Zealand. Her approach blended The Emotional Culture Deck with the Customer Experience Deck, helping store leaders design unique in-store cultures that drive customer engagement, employee satisfaction, and business success. 

The Challenge: Creating Consistent Yet Unique Customer Experiences 

Post-COVID, BurgerFuel recognised that customer experience would be the key differentiator in a competitive hospitality market. But how do you create a customer experience that feels authentic, not scripted? And how do...