Flipping Customer Experience: How Mel Howell Transformed Culture at BurgerFuel
What does it take to create an unforgettable customer experience?Â
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.Â
The Challenge: Creating Consistent Yet Unique Customer ExperiencesÂ
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...
