Superfan Club

Yesterday, I was the superfan. But not just any superfan—the kind on steroids.

The morning session at RMI was as expected: deep dives into operational efficiency, smarter use of data, enhancing guest experiences, and the elusive art of creating “superfans.” Now, I hate to break it to those who thought I had impeccable taste in coffee, but I am—and always have been—a Starbucks superfan.

Yes, I wrote my dissertation on what makes Starbucks timeless and why it matters. Even yesterday, while traveling, my mum tried to convince me to try “another” coffee brand, and I refused. I know Starbucks isn’t “coffee” in the purist sense (don’t come for me), but for me, it’s consistency. It’s the taste, the texture, the branding, the colours, the smells. When I’m traveling, stressed, or overwhelmed, my go-to grande oat milk latte with caramel drizzle feels like a little piece of "valium" sudenly i can breath. It’s about familiarity and comfort in the chaos.

RMI hit the nail on the head about what it takes to build superfans. Superfans aren’t born—they’re cultivated over time. It’s about consistency, transparency, and building a brand narrative people can trust. A panel of brilliant leaders shared their insights, and one thing became clear: every brand’s superfans are unique. Harnessing that power is no easy feat.

The conversation turned to the idea of creating communities—a space where fans can express their love, share ideas, and even drive innovation. Coming from a tech background, I see parallels. In tech, we strive to build platforms that learn from users, superusers, and communities, creating feedback loops that feed product development and make sales teams facilitators of meaningful conversations.

Doing this online is challenging enough, but for F&B brands, it’s even harder. You’re managing superfans in person, online, and in spaces you’re not tracking—places where fans exist but are invisible to you.

And then, I became my own superfan. Not for Starbucks this time, but for Bella Mackie—an amazing author (and wife of Greg James, if you’re a fellow Radio 1 fan like me). Bella’s writing makes me laugh, think, and feel seen. She recently wrote a blog about being in the shadow of her famous husband and how she doesn’t expect to be remembered the same way. But her words stick with me.

Yesterday, I spotted her (and their dog, Barney) in London. I hesitated. I second-guessed myself. Then, in a moment of courage (or madness), I shouted her name. Twice. She turned, confused, and I blurted out, “I will remember you. I’m your fan!” I told her how incredible she is, asked for a hug, and told her never to change.

It was slightly mortifying but also exhilarating. It felt good to be a superfan and share admiration with someone who inspires me.

Let’s embrace our inner superfans. Whether it’s a brand, a person, or an idea, don’t be afraid to show appreciation for what leaves a lasting imprint on your life.

Oh, and key takeaways from RMI:

• Consistency builds trust and loyalty over time.
• Transparency and authenticity matter more than ever.
• Brands should create spaces for fans to connect, innovate, and express themselves.
• Superfans are your brand ambassadors—listen to them, learn from them, and empower them.

Written by an unashamed Starbucks Superfan...

Read Bella's articles here.