Her Story

Maud Edmiston, now better known as the brilliant mind behind Miss Maud, entered the Perth food scene in 1968, when she left Stockholm, Sweden and found a place to call home in Australia.

However, as pleasant as the weather and the people were, Maud soon noted the monotony of the Perth food scene, which was largely dominated by pubs. In this sea of beer and over-the-counter meals, she searched in vain for a warm cup of coffee and a well-cooked meal served in a cosy setting. Upon finding no suitable place, she took matters into her own hands and cooked up the idea of Miss Maud, a place to offer the people of Perth, food that reminded them of Grandma’s place.

So, what was her secret ingredient? She believes the key to running a successful business is understanding and catering to your customer.

“Hospitality is a beautiful, ever-changing industry, and while we’re constantly innovating, growing and creating beautiful new products and services, our hospitality fundamentals won’t change because we’re guided by one simple principle – to give our customers pleasure by understanding their needs and abundantly providing for them. This is the delicious ingredient that is at the heart of our company, guiding every part of our business. It’s the measure of all our efforts at Miss Maud.”

More than four decades on, Maud’s delicious treats have expanded to a 52-bedroom boutique hotel, a restaurant, 16 pastry houses, an online catering business, and a Swedish Bakery.

Her sprawling hospitality empire has also earned her numerous accolades including being the only woman to earn the title of 2001 Western Australian Citizen of the Year Award in the category of Industry & Commerce. She has also received The Royal Order of the Polar Star- Sweden’s highest civilian honour and the prestigious Diplom Gastronomiska Akademien.

At 45 years old, the Miss Maud empire has continued basking in its success, with a new store set to open in April 2016.

Strategies for Success

• Unshakable belief in your concept: For me, this provides clarity to recognise real market trends and resist popular fads, while maintaining my vision of what the Miss Maud brand stands for.
• Celebrate Problems! There is a no blame culture here. Our entire team recognises that a problem is the beginning of the solution – we celebrate, using it as a stimulus for innovation and positive changes. We’re passionate about maintaining our quality standards; it’s non-negotiable and everyone’s responsibility.
• Surround yourself with smart, positive, can-do people: Learn to detect hidden talents and develop them. Then give your people the space to use their talent and grow – you’ll be amazed at what empowered people can do. We’re passionate about giving our people opportunities to take responsibility for our company and create their own future by pursuing the goals with which they are entrusted. At all levels in the business we communicate openly and honestly about what must be done, work effectively and deal fairly and kindly with one another in a spirit of co-operation.
• Know your numbers: Don’t delegate the “understanding” to someone else. It is imperative to have a personal, in-depth understanding of your current and future financials.
•  Have time away to relax & rejuvenate: Take time out – go fishing, swim with the seals – get inspired! Give yourself headspace for ideas to flow for your next BIG thing!