Stand Out Hospitality
A book for the people who keep this industry going

By Cassie Davison — coming Nov 2025

Appendix: Customer Avatar Guide

Design Your Ideal Guest

Before you can build belonging, you need to know who you’re building it for. This isn’t about vague demographics or marketing clichés. This is about clarity. Emotional insight. Specificity. And that means making your customer real.

This guide is the exact process I use with operators inside Kith & Kin. Use it to design your ideal customer—whether they already exist or you’re creating them from scratch.

Step 1: Meet Your Person

Give your ideal customer a name. Start building a picture in your head as you answer these.

  • How old are they?

  • Where do they live?

  • Who do they live with?

  • What do they do for work?

  • How do they spend their weekends?

  • What brands do they love?

  • Where do they go on holiday?

  • What do they wear?

  • What podcasts do they listen to?

  • What do they eat or drink when they treat themselves?

Step 2: Understand Their Heart

Now we go deeper. This is where emotional connection begins.

  • What do they value most?

  • What frustrates them about their day-to-day life?

  • What kind of place makes them feel relaxed and seen?

  • What are they proud of?

  • What are they trying to prove—to themselves or to others?

  • What gives them a sense of status or self-worth?

  • What do they want to be known for?

  • What’s one problem you solve for them (even if it’s subtle)?

  • What’s one emotional need you meet?

Step 3: Map the Moments

Think practically about their visit—and what they notice.

  • What time of day do they visit you?

  • What’s the first thing they see or hear?

  • What’s their biggest fear or frustration in a venue?

  • What do they love to post about on social media?

  • What delights them without them asking?

  • What makes them return?

  • What makes them feel like this place was built for me?

Step 4: Align with Your Values

Your customer should reflect your values, too. So ask:

  • Which of our business values does this person share?

  • What would make them a bad fit?

  • What kind of customer behaviour crosses a line for us?

  • What expectations will we not bend for—even if it means losing them?

Step 5: Apply It

Now use what you’ve created:

  • Would this person love your current menu?

  • Would they feel welcome in your space?

  • Would they understand your voice on social media?

  • Would your staff instinctively know how to serve them?

If not—start tweaking. This isn’t about exclusion. It’s about clarity. Because when your customer feels seen, they don’t just show up—they stick around.

The Five Pillars of Stand Out Hospitality

A Framework for Building a Business That Feels Good to Run — and Good to Belong To

These Five Pillars aren’t tasks — they’re tools. Use them to build with clarity, lead with confidence, and reconnect with the purpose that brought you here in the first place.

1. Set High Standards

Lead with consistency, clarity, and care.
You are the first ripple. The way you lead sets the tone for everything else.

  • Are you modelling the behaviour you expect from others?

  • Are your expectations clear, consistent, and fair?

  • Where are you firefighting instead of building strong systems?

  • What’s one standard you’re proud of — and how will you protect it?

2. Stand Out

Turn off the noise. Own your niche.
Don’t try to be everything to everyone. Be unforgettable to the right people.

  • What makes you different — and are you communicating it clearly?

  • Where are you diluting your offer to please everyone?

  • Are you designing your business around your strengths and values?

  • What would change if you fully owned your difference?

3. Define Your Identity

Build from the inside out. Be clear on who you are and who you serve.
When you know what matters — and to whom — everything gets easier.

  • Why does your business exist — and why does that still matter to you?

  • Who is your ideal customer — and have you designed for them?

  • What’s your mission — and is your team aligned with it?

  • Are your values visible in every detail?

4. Build Belonging

Create emotional connection. Make people feel they matter.
When people feel like they belong, they stay — and they bring others with them.

  • What emotions do you want people to consistently feel?

  • Who in your team or customer base already feels like they belong?

  • Where are your culture and standards being undermined?

  • How can you deepen connection this week?

5. Tell a Great Story

Use your voice. Share your ‘why.’ Invite people into your world.
People don’t buy from logos — they buy from people.

  • What’s the story behind your business — and are you telling it?

  • Are you hiding behind your brand instead of showing your face?

  • What memories are your customers making — and what stories will they tell?

  • What story could you share this week that builds connection?

Remember:
This isn’t about perfection.
It’s about alignment.
Start with one pillar — and take one brave step today.

The Five Pillars of Stand Out Hospitality

BBC Travel. “How Coffee Forever Changed Britain.” BBC, https://www.bbc.co.uk/travel/article/20201119-how-coffee-forever-changed-britain. Accessed 24 June 2025. 

Robbins, Tony. “The 6 Human Needs.” Tony Robbins, https://www.tonyrobbins.com/mind-meaning/do-you-need-to-be-needed. Accessed 24 June 2025.