Caravan

Highlighting the crucial role of waiting staff

Dining solo, I chose to sit at the counter for my meal at its City venue.

Waiting staff play a crucial role in bringing a brand to life and often are the main point of contact between customers and the business. Their interactions significantly influence how the brand is perceived. Sadly, there was no smile and very little engagement during my visit.

Caravan was founded by three friends who shared a love of good food, great coffee, and creating spaces where people genuinely feel at home. Their vision was to deliver places that feel relaxed yet vibrant, centred around bold global flavours and freshly roasted coffee. The Caravan brand has expanded since its launch to now eight locations across London and one in Manchester.

The food is inspired by the owners’ travels, blending favourite flavours from around the world with respect and care for the cultures behind them. My breakfast was very good, generous in portion and full of flavour.

The visual brand experience transitions smoothly from the website to the physical menu. The main breakfast menu is presented as a seasonal offering, which is a nice touch. It signals that dishes evolve, offering new and different options on future visits, which is a great way to keep things fresh and interesting.

The music during breakfast was upbeat and played at a suitable volume, allowing for conversation across tables without shouting and contributing to a relaxed and enjoyable atmosphere.

Caravan is a B Corp committed to roasting responsibly, sourcing thoughtfully, and contributing to a more sustainable industry. They emphasise considering their impact on the world in all decision-making. However, as I sat at the counter surrounded by dirty glasses, with a tap running into an empty sink for twenty minutes, these values might not be effectively communicated or lived out in practice.

A brand is strongest when its values and mission are shared and upheld by everyone in the business with the same dedication as the founders. It isn’t easy to deliver, but it is essential.