One manual for the floor. Part A = how we operate every shift. Part B = the role-play training that raises everyone to the same standard.
WAFI Mall, Dubai — next to VOX Cinema · IG @letitdough_ae
Read every section and tap “Mark as read” at the bottom of each. Your progress is saved on this phone.
We do not audit exact words. We do expect: brand story · premium value · safe register · clean floor · professional presence · and a real conversation with every guest.
| ✅ Say | ❌ Do not say |
|---|---|
| UAE homegrown / Dubai-born | “local shop” only · “international chain” |
| Handmade, fresh every morning · never frozen | “made yesterday” · vague “handmade” |
| Natural ingredients | “Organic” (no certification) |
| No artificial colors · no preservatives | “100% natural” · “no artificial flavors” |
| WAFI Mall, next to VOX Cinema | address-only · vague “in the mall” |
These match the weekly self-assessment (P / D / H / T items). Rate yourself honestly 1–10.
| Standard | Detail |
|---|---|
| Uniform | Clean · complete · name tag visible |
| Hair & grooming | Neat · tied back if long · no loose strands over food |
| Hands & nails | Clean · short nails · no chipped polish at the counter |
| Scent | No strong perfume/cologne — guests are eating |
| Shift start | Guest-ready before you step on the floor |
| Do | Don’t |
|---|---|
| Stand ready when guests can see you | Lean on counter · sit · look at phone |
| Eye contact + calm voice | Argue with a colleague in guest view |
| Notice guests waiting · greet quickly | Chat with staff while a guest waits unnoticed |
| Stay calm when busy | Panic voice · visible frustration |
| Area | Rule |
|---|---|
| Hands | Wash before food · samples · after phone/break |
| Gloves | When required by station SOP |
| Counter & cases | Wipe spills · full display · replace empties without being asked |
| Sampling | Follow taste rules — no double-dip · tongs when provided |
| Rule | Why |
|---|---|
| No donut discounting | Value through story + attach, not price cuts |
| Offer a drink with every doughnut order | Grow the ticket without discounting the product |
| No combo pricing on the floor yet | Phase 2 — train drink attach first |
| # | Rule |
|---|---|
| 1 | Every order written or punched — never memory-only |
| 2 | Card mistakes = VOID/REFUND on the machine — never a cash refund from your pocket |
| 3 | Money doubts → ask first — never decide alone |
| Step | Action |
|---|---|
| Offer sample | Small bite · explain the flavor in one line |
| After yes | “Which would you like in a box?” / drink add-on |
| ❌ | Hand out bites · walk away · no follow-up |
| Signal | You do |
|---|---|
| Price hesitation | Premium story before they fixate on the tag |
| First visit | Slower Must-5 · ask their taste (custard / chocolate / fruity) · one recommendation |
| Can’t choose | Preference question, then match a flavor · ask the Manager if unsure on a name |
Donut names & flavors take time — use case labels and the posters. The Manager coaches product gaps; don’t guess with guests.
| # | Pillar |
|---|---|
| 1 | UAE homegrown · Dubai-born · not a chain |
| 2 | Handmade fresh every morning · never frozen |
| 3 | Natural ingredients · no artificial colors · no preservatives |
| 4 | Original, globally-inspired flavors · Dubai soul |
Staff must know Houji / Sencha / Genmaicha — what each tastes like, how to explain it, and how to enter it on POS (à la carte). Customer board is at the counter.
Not a test — honest 1–10 so you notice your own gaps.
| File | Role |
|---|---|
| Staff_Self_Assessment_Guide | How to score · weekly flow |
| Staff_Self_Assessment_FOH_Weekly | Fill one row per week |
| Staff_Self_Assessment_Items | What each column means |
Flow: staff submit by Sunday → Manager collects → feedback within 48h → one coaching focus next week. Any item ≤5 → write it in the “What I want to improve” note.
| Role | Responsibility |
|---|---|
| Manager | Onboarding · sign-off · self-assessment · product / donut-line coaching · floor standards |
| Joy | Service benchmark · leads daily role-play reps · peer support on guest service |
| Aldrin | FOH backup on shift · first escalation · driver handoff |
| Cashier on shift | Register · Guest Check · table POS |
| AKIO | Pricing · SOP updates · complex money issues |
Goal: instead of telling one person “you’re not doing it right,” everyone practices the same role-plays and we raise the standard as a team. Benchmark = Joy. Where there’s a gap, we close it with reps, not blame.
What we drill = what we measure — the same 6 moments the Mystery Shopper check scores.
| Item | How |
|---|---|
| Pairs | 2 per pair (A = staff, B = customer). A 3rd person observes/scores if available |
| Length | One scenario 90 sec–2 min, then 30 sec feedback (one good, one to fix) |
| Frequency | One rep before every shift (5 min) + 15 min once a week (3–4 scenarios) |
| Who leads | Manager leads the weekly session · Joy leads the daily pre-shift rep |
| Where | Back area or the floor before opening — actually stand at the tray / register and move |
| Record | Mark ○/△/× on the tracking sheet → the “Roleplay Log” |
Run all six every time. Even when busy, never skip 1, 2, 3, 6.
| # | Moment | What must happen |
|---|---|---|
| 1 | Greet + one line (never a silent hand-over) | Smile, eye contact, “made fresh this morning” |
| 2 | Who we are (brand) | homegrown · handmade never frozen · natural / no artificial colors |
| 3 | Recommend + reason | Item + a one-line reason (never just “premium”) · or ask their taste first, then match |
| 4 | Offer a drink (once) | “Karak or coffee with that?” (kiosk: send to main branch) |
| 5 | Box / delivery / follow | boxes · online · @letitdough_ae |
| 6 | Close + card (every time) | Hand a card + “see you again!” |
Track A — Customer Service. Run the 6 moments as a flow. Goal: two-way conversation, zero silent hand-overs, always a drink and a card.
Track B — Product Explanation. Say, in your own words, why it’s let it dough, with confidence.
| Guest asks | Your target answer |
|---|---|
| “What makes you special?” | “Dubai-made, handmade fresh this morning, never frozen — natural ingredients, no preservatives — and flavors like Za’atar & Labneh you won’t find anywhere else.” |
| “Why is it premium / why the price?” | “Everything’s handmade in-house fresh every morning, never frozen, with natural ingredients — that’s the difference you taste.” (value, not price) |
| “Fresh vs premium?” | Fresh = made fresh every morning; Premium = quality of ingredients + how it’s made. Both in one line, no mix-up. |
| “Is it organic?” | “We use natural ingredients — fresh, quality ingredients crafted daily.” (never “organic”) |
| “Are you a chain?” | “No — we’re UAE homegrown, born right here in Dubai.” |
B draws one and plays it. Do not tell A the situation. ★ easy → ★★★ hard.
| # | ★ | Situation | Curveball | A passes if |
|---|---|---|---|---|
| C1 | ★ | First visit, browsing | “What’s good here?” | Ask their taste first, then match — or recommend the Brûlée + reason. Then drink + card |
| C2 | ★ | Silent, just looking | (says nothing) | Speak first — don’t wait in silence. Greet + Who we are |
| C3 | ★★ | Hesitates at the price | “It’s a bit expensive…” | No discount — answer with value (handmade / fresh / natural) |
| C4 | ★★ | Health-conscious | “Is this organic?” | Never say “organic” → natural ingredients, no artificial colors |
| C5 | ★★ | Family / sharing | “We’re a group…” | Box of 6/9 · mix flavors · (main branch) drinks for the group |
| C6 | ★★ | In a hurry | “Just give me one quick” | At minimum moments 1, 2, 3, 6. Always hand the card |
| C7 | ★★ | Skeptical | “Looks like any other donut” | Differentiate: original flavors (Za’atar & Labneh) + never frozen |
| C8 | ★★ | Wants a drink (main) | “Do you have coffee?” | “Yes — specialty coffee & Karak. Spanish Latte is a favorite.” |
| C9 | ★★★ | Wants a drink (kiosk) | “Can I get a drink here?” | Kiosk has no drinks → politely send to the main branch |
| C10 | ★★★ | Gift use | “Something for a gift / office” | Boxes for sharing · mix classic & Dubai flavors · delivery |
| C11 | ★★★ | Fires questions in English | (two in a row) | Don’t freeze — say the canonical line with confidence |
| C12 | ★★★ | About to leave | “Maybe later” | Card + WhatsApp 10% off + “see you again!” — don’t let them leave empty-handed |
| G1 | Greet + one line (no silent hand-over) |
|---|---|
| G2 | Offered a drink once (kiosk: sending to main branch counts) |
| G3 | Handed a card + a “come back / reorder” line |
| Item | Points |
|---|---|
| Greeting felt warm (smile, eyes, energy) | /1 |
| Named brand pillars (1 pt each, max 2) | /2 |
| Specific item + reason (not just “premium”) | /2 |
| Drink offer felt natural (not robotic) | /1 |
| Box or delivery or IG growth line | /1 |
| Two-way conversation (you asked / engaged) | /1 |
| Use | Detail |
|---|---|
| 1. Model demo | Joy plays A first so everyone sees “this is a pass” |
| 2. Name what worked | After Joy’s demo, the team names one thing to copy |
| 3. Tough customer | Once warmed up, Joy plays B (the difficult guest) to stretch the others |
| 4. Daily lead | Joy leads the 5-min pre-shift rep (runs even without the manager) |
| Week | Focus | Bottom line to reach |
|---|---|---|
| Week 1 | Run the 6 moments (C1 · C2 · C6) | Zero silence · drink offer · card |
| Week 2 | Explanation + price (C3 · C4 · C7) | Never says “organic” · answers with value |
| Week 3 | Reading the guest + sharing/gift (C5 · C10 · C12) | No one leaves empty-handed |
| Week 4 | Hard scenarios (C9 · C11) + full run | Consistently Quality ≥ 5 |
Raise the minimum line one step each week. Don’t compare individuals — raise the team’s lowest score.
Every round you practice goes on the Weekly Practice Log at the counter: date & time, your name, who you practiced with, a short note — then Akio initials it.
Your step-by-step progress through the manual is tracked in your Training Passport (Band 1 → 2 → 3).