What is the correct version of the mission statement?

The mission statement focuses on creating a customer base that is not only loyal but also actively engaged in promoting the brand to others. This emphasizes the importance of building meaningful relationships with customers, ensuring that each individual experience is valued, and encouraging customers to share their positive experiences. By aiming for one new Biggby Coffee fanatic per day, per store, it reinforces the idea of consistent growth and customer acquisition through advocacy.

This mission statement encapsulates a proactive approach to customer engagement, showing that Biggby Coffee prioritizes not just the sale of products but also the broader customer experience and community connection. The mention of "actively promote us to others" indicates an emphasis on word-of-mouth marketing, which can be more impactful than traditional advertising methods. This aligns with creating a passionate customer base that will drive the brand's success.