Meet ICR 2023’s customer champion: The CheeseWorks

Something of an institution, The CheeseWorks has been a cheese shop since 1994. Originally it was a branch of The Fine Cheese Company, but in 2006 it changed owners and was made independent.

The shop is positioned on the charming Regent Street in Cheltenham, next door to the popular Everyman Theatre and just a few meters from the promenade. This vibrant street is full of independent retailers and restaurants, making it a desirable location for conscious consumers.

A passionate experience
Having been in business for almost 30 years, The CheeseWorks is certainly not devoid of passion or experience. In fact, according to general manager Vaik Lucas, “I would say that what makes us stand out as cheese retailers is the experience and the journey that we are able to offer to every customer that passes through our door.

The staff are passionate about what they sell, and you can’t expect them to stay quiet about the cheese you’re looking for – even if you don’t ask! “Within seconds, they can make up the perfect cheeseboard to suit your every need. Our clientele (which includes many regular customers) have praised the shop for its friendly atmosphere and knowledgeable staff.

Buying cheese from us is not just a transaction, but an experience which benefits both customers and staff.” Finding motivated and passionate staff is something of a dilemma for independent cheese retailers, but at The CheeseWorks, the team is raring to go each day.

“What gets the team up in the morning (apart from their interest and passion for cheese) is that they know they are coming up to the shop to spend quality time with their friends. We often think of ourselves as a family”, Vaik explains.

“We can rely on each other to always have a smile, even in incredibly busy times, and know that we’d look after each other both inside and outside of the shop. In my opinion, this warm, close-knit environment is the best way for us to grow more interest in what we do and sell. We learn so much from one another each day.”

Find out more about Vaik and his inspirational team by downloading Inspirational Cheese Retailers 2023.