From Product to Platform: Milk Bar’s Christina Tosi’s Tips for Growing a Small Business
Milk Bar founder and owner Christina Tosi shared practical lessons at an American Express Business Insights event in Sydney, from building a globally recognised brand, early decisions and defining a point of view to evolving into a multi-channel business.
Held at Ace Hotel Sydney as part of American Express delicious. Month Out (AEDMO) 2026, the session brought together American Express Platinum Business Card Members, Catering Associations and small business merchants for a focused conversation on what it takes to build a customer-led business.
Throughout the session, one theme came up repeatedly: curiosity as a driver of growth. As Tosi explained:
“My one day at a time always includes curiosity.”
Backing small business
Opening the event, American Express Vice President of Merchant Partnerships, Liana Kohn-Gardner, spoke about the role small businesses play in the economy and the importance of backing them in meaningful ways. AEDMO aims to offer tangible support for the hospitality industry.
That support extends beyond payments. As Tosi noted from her own experience building Milk Bar:
“I basically built Milk Bar with my Amex card, truly.”
Through initiatives like AEDMO, American Express focuses on driving real outcomes for merchants. Since 2020, the program has contributed more than $216 million to Australia’s dining industry, helping bring new customers into venues across the country*.
For Tosi, that kind of support resonates because it reflects how small businesses operate day to day:
“It’s not a transaction, it’s an experience.”
Events like this are an extension of that support, giving business owners access to insight, leaders and the opportunity to connect with others facing similar challenges.
She also highlighted the role of initiatives like this in driving customer engagement:
“You support our community to get people out there, supporting business.”
Recognising the opportunity
Tosi spoke about launching Milk Bar in New York in 2008 and the moment she realised it could be more than a creative outlet.
Rather than starting with a formal business plan, the early stages were driven by instinct, product and customer response. She focused on learning in real time:
“You’re going to have all these ideas… which ones land, which ones work?”
The concept of “democratising dessert” became a way of thinking about accessibility, repeat purchase and scale.
For many in the room, the takeaway was clear. You do not need a perfect plan to start, but you do need a strong point of view and a product that people come back for.
Building a brand people recognise
Milk Bar stood out early because it offered something different. Familiar flavours were reworked into products that felt new but still accessible.
Signature items like Cereal Milk soft serve and the Compost Cookie helped define the brand. They were not just popular products, but recognisable assets that customers associated with Milk Bar.
The broader lesson is that differentiation comes from clarity. Businesses that are easy to recognise are easier to remember and revisit.
Staying closer to the customer
A consistent theme throughout the conversation was the importance of understanding the customer.
At its core, Tosi reinforced that businesses exist to serve customers, not founders:
“My business doesn’t exist to serve me. My business exists because I want to serve you.”
She spoke about paying attention to what customers respond to and using that feedback to guide decisions. Growth comes from staying connected and being willing to adjust when needed.
Customer loyalty is built over time through consistent delivery and small improvements, not one-off moments.
Scaling beyond the shop
As Milk Bar expanded into ecommerce and grocery, the business had to evolve. Growth, she noted, requires adaptability:
“What worked for you yesterday isn’t going to work for you today or tomorrow.”
By 2023, its products were stocked in more than 10,000 stores. That shift required changes across operations, structure and mindset.
For business owners, it was a reminder that growth changes the shape of a business. What works in the early stages does not always carry through without adjustment.
From founder to leader
Tosi reflected on the shift from being hands-on in the kitchen to leading a growing business. That transition required recognising limits and continuing to learn:
“I was very humble about not knowing what I didn’t know.”
At a certain point, staying involved in everything can hold the business back. Building the right team, hiring for strengths and bringing in expertise becomes essential.
Letting go is not easy, but it is necessary for growth.
Maintaining what matters
As a business grows, protecting what made it successful in the first place becomes more challenging.
Tosi spoke about holding onto the core of the brand while adapting how the business operates. Not everything can stay the same, but the essence needs to remain clear.
Balancing consistency and change is essential:
“In order to stay the same, you must change.”
This balance is what allows a business to scale without losing its identity.
Resilience and steady progress
The conversation also touched on the reality that growth is not linear.
Tosi described success as the result of consistent progress over time:
“Every day is your most important day.”
Small steps, taken consistently, add up.
For business owners, this reinforces the importance of staying focused, learning from setbacks and continuing to move forward:
“It’s a marathon, not a sprint.”
Key Takeaway for business owners
As Tosi summarised, success comes from consistency, clarity and staying open to change: “Don’t be afraid to move your goalposts.”
Attendees left with practical ideas they could apply to their own businesses:
- Back a clear point of view
- Build something customers recognise and return to
- Stay close to customer needs
- Expect the business to change as it grows
- Invest in the right people and learn to delegate
- Focus on steady, consistent progress
Supporting business growth
For American Express, the event reflects a broader commitment to supporting small businesses.
That partnership mindset is part of what gave Tosi confidence to expand into new markets:
“I know what your standards are… you’re going to execute on the highest level.”
From helping manage cash flow and investing in growth, to driving customer spend through initiatives like AEDMO, the focus is on being a long-term partner.
Bringing business owners together to share insight and experience is another way to support that journey.
Ultimately, Tosi’s message was simple: build something meaningful, stay curious and keep showing up, because sustainable growth happens one day at a time.
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