‘The door of opportunity won’t open unless you do some pushing.’
Julie Leaver, from Edge Hill Butchery in Cairns, discovered this quote on a red meat networking trip more than 20 years ago, and it resonated. Julie, who along with her butcher husband Rod has helped shape the ongoing success of Edge Hill, believes atmosphere and customer engagement are as important as product quality.
“The quote is a conversation starter, but it also sets the tone for the store,” she says. “People come into our store for meat, of course, but they also come in to tell us about their day and to ask advice. That’s what makes a butcher shop different from a supermarket.”
At Edge Hill, even the front door makes an impression – its handle is a chopper on one side, a steel on the other, a nod to the store’s 100-year history and multiple awards.
Make an impact with layout and displays
From the moment a customer walks into your store to the time they leave, every detail plays a role in making their experience memorable.
Julie’s advice? View your shop through a customer’s eyes.
“Check the shopfront. Is it clean and welcoming? Are your windows spotless and signage clear?”
Customers shop with their eyes first. Displays should be colourful, well-lit and laid out on clean trays. Julie and her team refresh their displays weekly – pairing wine and chocolates for Valentine’s Day or featuring handmade gifts for Mother’s Day. Even longstanding stock feels new with a fresh presentation.
Feature displays – such as a beautifully prepared tomahawk steak or a house-made sausage – can spark conversation and highlight high-value items.
Customer service makes the difference
Supermarkets may compete on price, so butchers can create an advantage with their customer service.
At Edge Hill, the team takes the time to learn customers’ names, ask follow-up questions and build relationships.
“If someone came in last week for brisket, we’ll ask how it turned out,” Julie says. “That personal touch builds loyalty.”
It’s also about asking the right questions. “If a customer asks for beef strips, we ask what they’re cooking. Sometimes we can recommend a better cut or give a tip that helps the dish turn out even better.”
Offer more than just meat
Beyond meat, think of your store as a place where people can find food ideas and inspiration.
Edge Hill Butchery offers sauces, marinades and specialty condiments that customers can’t find in supermarkets – curated to pair with their meat selection. The shop also stocks boutique wine, beer and spirits – all small-batch and carefully chosen.
“It lets us be part of their whole meal,” says Julie.
Small details leave a lasting impression. Uniforms are clean, matching and finished with vintage-style leather aprons. Staff take care in how meat is wrapped. They walk customers to the door to say goodbye properly.
“It’s about making people feel like they’re part of something special,” Julie says. “It ties into the old-school butchery feel we’re creating. It’s about looking professional and reinforcing our brand.”
Keep evolving
Creating a great in-store experience requires ongoing focus.
Julie says, “The biggest mistake I see is butchers losing touch with their business. If you’re not keeping up with food trends or what customers want, you can slip behind.”
Pay attention to what’s working in your shop. Try new things, listen to customer feedback and keep improving by updating displays and expanding your product range.
“People come to a butcher for more than just meat,” Julie says. “They come for the experience, so make it one they’ll remember.”