Culture is a buzz word that is easily thrown around by sporting clubs and businesses, but it’s often harder for bosses to define.

But Mr Stevens doesn’t hesitate.

“We’ve changed the whole culture of the business, and that means how we engage with customers’ lives,” he said.

Quality products, user-friendly facilities, and competitive prices are all important, of course.

But Mr Stevens said culture was about doing little things that create big impressions. It includes delivering coffees to customers in nearby businesses. It’s hand-writing notes to accompany cakes for special occasions.

And it’s wearing the jumpers of the local rugby league team, the Macquarie Scorpions, in the week leading up to their grand final.

“People cry when they get our cakes – cry for the right reasons,” he laughed.

Like the cake made for year 12 at Toronto High School, featuring the faces of the student group screen printed from a photograph onto edible rice paper.

“We really love our customers, and I can tell you almost every customer’s name,” Mr Stevens said.

And many of those customers have been stopping by this week to congratulate the couple on their continuing run of success at business awards.

The patisserie has been named Franchisee of the Year, and won the Supreme Award for Retailer of the Year, at the National Retail Association Awards, in Sydney.

Mr Stevens said the magnitude of the win – against major corporate players such as Myer and Supa Cheap Auto – had taken time to sink in.

“For us to win in front of the industry’s elite, the creme de la creme, was surreal,” he said.

That win follows the pair’s success at this year’s Hunter Business Chamber Awards for Excellence where they won for Best Customer Service; and their win at last year’s Lake Macquarie Business Excellence Awards where they won for Best Retail Practices.