Creating a Culture of Service Excellence – with Purpose

“Service excellence” is a phrase that I’ve heard thrown around a lot over the years, yet so few businesses truly live it. In hospitality – where every smile, every interaction, and every plate served shapes an experience – service excellence is far more than a polished veneer or a slick training video. It’s about people who care deeply, who know why they show up, and who want their work to mean something.

When purpose anchors your business, service excellence moves from being a buzzword to your daily reality.

Recently, I sat down with Nathan Toleman – a titan of Melbourne’s hospitality scene, founder of The Mulberry Group, and a leader whose story beautifully illustrates the power of purpose-driven business.

Nathan didn’t just build cafés; he built communities. His portfolio includes legendary venues like Top Paddock, The Kettle Black, and Higher Ground, each setting new benchmarks for dining culture. But just as he reached what many would call the peak of success, he sold his entire empire and chose to start all over again.

Why? Because “success” without deeper meaning felt like a hollow victory.

That selling point was the start of something remarkable: the Common Ground Project – a community farm focused on food security, offering employment and six-week training programs to women from asylum-seeker backgrounds. This project doesn’t just grow vegetables; it cultivates hope, dignity, and real opportunity. It’s hospitality meeting humanity in its purest form.

Nathan shared with me how the Common Ground Project sits at the very heart of everything he and The Mulberry Group do. The restaurants support the farm, the farm supports the community – and together, they create a sustainable ecosystem of impact.

What Leaders Can Learn from Nathan’s Journey

Nathan’s journey struck a deep chord. Time and again we see hospitality teams bursting with energy and talent, only to burn out because they’re operating without a clear purpose.

Purpose isn’t just lofty idealism. It's the fuel that keeps your people committed, curious, and connected.

From my conversation with Nathan, here are the leadership lessons that truly stood out:

• Clarity is kindness: Your team must understand why the business exists – beyond just selling food or filling seats. When people see the bigger story, they stop “working” and start contributing to something meaningful.
• Radical transparency empowers: Nathan gives his managers full access to financials – the ups, the downs, the real numbers. This openness doesn’t threaten ownership; it builds it. It turns employees into stakeholders who care deeply about the outcome.
• Balance head and heart: Service excellence is both art and science. You can’t focus on profit alone without putting heart in your work, and vice versa. Profit without pride won’t sustain you; pride without profit isn’t scalable.
• Train for transformation, not just compliance: It’s a line that I’ve heard time and time again: “What if we train them and they leave?” But what if you don’t – and they stay? Training with the goal of growth and impact is worth the risk, because a knowledgeable and passionate team lifts everyone.
• Embed sustainability and community impact: Modern hospitality must go beyond great food. The Common Ground Project’s circular economy model (where profits fuel community programs) shows that business can benefit from doing good.

Why Purpose is Your Business Edge

The myth that purpose and profit are at odds needs to be retired. Customers today are savvy and values-driven. Your team, especially the younger generations, want more than a paycheck; they want to belong.

Purpose injects meaning into everyday work. It creates loyalty that goes beyond discounts and convenience. It builds a culture people are proud to be part of.

Nathan shared how the project has funded about $1 million worth of community programs, supported 50 women through training with 80% employment success, and educated thousands of school kids on food sustainability. These outcomes not only enrich lives but elevate the brand.

When you lead with purpose, your service becomes magnetic. It’s not just about transactions anymore, it’s about transformation.

So, next time you find yourself reviewing your service standards or your leadership strategy, ask this question:

“Are we serving people – or just serving product?”

The businesses that thrive, that attract loyal customers and committed teams, do both. Purpose is the foundation on which lasting service excellence is built. It changes not only how your people show up but why.

🎥 Watch the full conversation with Nathan Toleman on YouTube: https://youtu.be/7PzdoCHQe9E
🎧 Listen to the podcast episode: https://www.michellepascoe.com/The-Michelle-Pascoe-Hospitality-Podcast

Links & Resources

• Common Ground Project --> https://www.commongroundproject.com.au/
• Mulberry Partners --> https://mulberrypartners.com.au/
• The Mulberry Group --> https://www.themulberrygroup.com.au/