Over the years, I’ve had the chance to serve thousands of people through Balboa International Market, our restaurant Sufi Mediterranean Cuisine, and our catering business. If there’s one thing I’ve learned, it’s that good customer service isn’t just about being polite or friendly—although those things help. It’s about connection, consistency, and showing people you genuinely care about their experience. You can’t fake that.
From the start, I knew that our success would depend on how people felt when they walked through our doors. Were they greeted with warmth? Could they find what they were looking for? Did they feel seen and respected, no matter where they came from or what language they spoke? These are the questions that have guided me since day one.
Learning Through Listening
One of the most important lessons I’ve learned is to never assume what a customer wants. You have to ask. You have to listen. Early on, I made a habit of walking the aisles of our market and chatting with shoppers—not just about the food, but about what they liked, what they missed, and what they hoped we could carry one day.
Some of our best-selling items today came from those conversations. When someone asked if we could carry a specific Persian yogurt or Afghan spice mix, I took it seriously. I didn’t just nod and forget. I wrote it down, made a few calls, and did everything I could to get it on the shelf. That kind of responsiveness builds trust, and trust is the foundation of great service.
Listening also helps when things go wrong. No business is perfect. But when a customer has a complaint or concern, the worst thing you can do is get defensive. I’ve learned to listen calmly, apologize sincerely, and ask how I can make it right. Most of the time, that’s all people really want—to feel heard and respected.
Treat Every Customer Like a Regular
I’ve come to believe that every person who walks through our doors deserves to be treated like a regular, even if it’s their first visit. That means acknowledging them, helping them feel welcome, and offering real support—not just pointing to an aisle but walking with them, explaining, and sometimes even sharing how I use the ingredients myself.
One of my favorite parts of running the market and restaurant is seeing familiar faces return week after week. But those relationships don’t just happen—they’re built. They come from repeated good experiences, from moments when someone feels like you went the extra mile just for them.
The truth is, whether you’re selling fresh produce, preparing a catered meal, or serving lunch in the restaurant, every interaction is a chance to create a positive memory. That memory might be the reason someone comes back—or recommends you to a friend.
Empowering Employees to Care
Customer service isn’t something I can do alone. It has to be part of the culture, and that starts with how we train and treat our employees. I’ve always believed that if you take care of your team, they’ll take care of your customers. That means offering guidance, showing appreciation, and leading by example.
I spend time with our new hires, explain why service matters, and share real stories about the people we serve. I try to remind everyone—from cashiers to kitchen staff—that they’re not just doing a job. They’re part of a mission to bring people together through food and hospitality.
When employees feel valued and respected, it shows. It shows in their tone of voice, in their attention to detail, and in the pride they take in helping someone find exactly what they need.
The Little Things Add Up
Customer service often comes down to the little things. Offering to help someone carry a heavy bag. Remembering a regular customer’s name. Keeping the store clean and organized. Taking the time to follow up after a catered event just to make sure everything went well.
None of those actions are complicated, but together, they create an experience people don’t forget. And in a world where more people are ordering online or choosing convenience over connection, those small gestures matter more than ever.
For me, it’s not just about standing out—it’s about staying true to who we are. At Balboa Market and Sufi Cuisine, we don’t just sell food. We create a place where people feel like they belong.
Service That Reflects Community Values
Javid Javdani isn’t just the name on the business license. It’s a reflection of the values I bring into the store every day—values shaped by my early years working hard jobs, by my education in pharmacy, and by my deep respect for the many cultures that make up our San Diego community.
Great customer service is ultimately about humility. It’s about recognizing that we’re in a position to help someone, and doing so with kindness, consistency, and care. That’s what I’ve learned after serving thousands. And I’m still learning, one customer at a time.