CXO INSIGHT entrepreneurism , so I took a position in sales . I knew I ultimately wanted to run my own business one day , so I was constantly on the lookout for opportunities and inspiration .
I met Balal through a mutual friend and we had similar goals and aspirations , and after seeing the success of a local ice cream shop , we decided we wanted in . We didn ’ t want to do anything by half though , and just put something out there for the sake of it . We wanted to ensure that we had the product just right , so we spent the next two years travelling to Italy to research and sample gelato , and then in 2008 we founded Creams Café .
How do you equip your staff with skills and knowledge ?
We offer an immersive training course to each new starter . This involves them heading to our training store and spending the day tasting gelato and our other desserts ( it ’ s a hard job but somebody has to do it !), as well as getting to know the vibe and atmosphere of Creams , practising serving customers and asking any questions they have in a one-on-one session with one of the Creams trainers . there ’ s demand , and these two destinations are both known for having quite a sweet tooth typically so they ’ re a great fit for Creams . Pretty much everyone in the world likes desserts , it ’ s a crowd pleaser of a product , so the expansion possibilities are huge .
We ’ re looking in particular to target those places that haven ’ t yet encountered truly disruptive desserts , like you find at Creams Café .
Where did you / do you get your inspiration from ?
When developing Creams in the early stages , we went on a trip to Italy to taste gelato and learn the authentic process for making it , which we brought back with us and channelled in to creating our own gelato factory . This trip was a huge source of inspiration but I would say I can be inspired by pretty much anything or anywhere . I like to think I ’ m quite an observant person , so I ’ m always looking for something to spark that next idea .
Why do you think Creams Café has been successful so far ?
We also have the Creams Academy , which is our training platform that provides every single staff member with on-going information to provide a first-class service to every customer . Through our newly launched apprenticeship scheme , we also help train young people and equip them with skills to succeed , showing them the exciting world of a desserts and opening them up to a career they may not have considered before .
How do you work with other executives within the C-suite to make sure your voice is heard ?
I have quite a collaborative approach when it comes to working with others in the C-suite . I like to challenge people and ask questions to draw out ideas , as I fully believe everybody ’ s voice should be heard . I think we have fine-tuned the balance of having an informal and relaxed atmosphere that fosters creativity , while still having rigorous processes and plans to ensure everything runs smoothly .
What does Creams ’ international growth look like ?
There is a real appetite for Creams across a number of countries – most imminently within Egypt and the US . We ’ re just looking to go where
I think we have a real agility to the business , meaning we can move quickly when we identify an opportunity . We are always bringing out new seasonal desserts , whether it ’ s for Wimbledon , Halloween , Easter or Christmas , we bring something sensational to the table every time .
Thanks to our cult-like following and loyal customers , we also have been lucky enough to work with some amazing partners like Cadbury and Hershey , meaning we can go even bigger and better . Continual innovation is key if you want to stay ahead of competitors .
What was your favourite dessert as a child and does this resemble any item on the Creams Café menu ?
When I was younger , I always loved cookies . I remember being with my mum in the kitchen , preparing the batter with her and stealing a lick from the spoon when she wasn ’ t looking , as we all do ! The smell of those freshly baked cookies stays with me to this day and always takes me right back to our kitchen . Cookies and cookie dough features on several of our desserts at Creams , like the newly launched cookie dough stuffed waffle , and I always hope to evoke similar memories of nostalgia with our customers when they ’ re indulging in them . x
46 www . intelligentcxo . com