While EL&N London Café is widely known as the “most Instagrammable coffee shop in the world”, Hani Taleb the UK Director says that the real competitive advantage lies far beyond aesthetics.

At Customer Alpha in London last month, we had a chance to chat with Hani Taleb. He shared how EL&N operates within the rhythms of everyday life, serving as a high-frequency, emotionally driven destination where customers return not just for special occasions, but as part of their daily routine.

Talib’s approach contrasts with traditional loyalty programmes, “buy X, get Y” models that brands still rely on for points, tiers, and cashback. Instead, EL&N uses customer data to deliver non-intrusive, highly relevant experiences: a surprise birthday pastry, a tailored product notification based on purchase history, or a partnership with a local gym to create protein-rich smoothies that later became a company-wide bestseller. For any business, this beautifully illustrates how behavioural analytics and sentiment tracking should be used. This isn’t spamming users with notifications, but rather anticipating needs, personalising customer journeys, and creating those moments where customers feel recognised and valued.

On what will define loyalty in the future, Talib shared that it will be 100% about what customers feel. Brands must manage that feeling through legwork: data analysis, purchase pattern mapping, and creating products that benefit customer segments without making individuals feel their data is being exploited. This mirrors a broader shift toward trust-based, emotionally intelligent customer experiences, where users stay loyal not because of rewards, but because they feel understood, secure, and special.

Want to hear more insights like this from leaders shaping the future of customer experience? Join us at FTT Fintech Festival on 9th – 10th November 2026 at The Brewery, London.