thierry camerlynck , hannah franklin, kelyn freedman, caitlin green, wissam hamady

Thierry Camerlynck, Hannah Franklin, Kelyn Freedman, Caitlin Green, Wissam Hamady

AgendaOverview

• Overview of Results• Research Purpose

Methods

• Research Methods• Reliability and Validity

Findings

• Secondary Findings• Primary Findings

Conclusions

• Conclusions and Recommendations• Limitations

Sentence about resultsResultsExpand variety of product and service offerings to increase amount of purchase• Delivery option• Turkey, salmon

SweetFlow can be leveraged more successfully• Focus more on fro-yo as product offering• Generate awareness of frozen yogurt offerings

Further research• How to market to men

Purpose

Increase frequency and amount of purchase

Tailor positioning to frequent customers

Create products and promotions specifically for these customers

Deepen understanding of the typical Georgetown SweetGreen customer

Profile typical customer Understand likes, dislikes, and values

Methods

• Research databases

• Company website

Secondary Research

• IDIs• Focus group

Observation• Survey• Data Analysis

Questionnaire

Reliability and ValiditySurvey Mistake

• Glitch in first survey left off half the survey questions

• Second survey limited to 50 respondents

• Second data set are representative of the first

Focus on Georgetown students

• Relevant to SweetGreen on M St

• Georgetown students are fairly representative of other SweetGreen customers• Similar values and

interests

Category Chi test p-value

Gender 0.54

Status 0.75

Location 0.07

Industry Analysis• High health consciousness and expectations of high food

quality• DC is 2nd healthiest city in the US• 2.5% increase in quick service restaurant

• 4.0% increase in snack and beverage segment• Organic food industry growth rate of 12% expected to

diminish over time

Restaurant industry performance and forecast

• Consumers want easy price points with simple menu options• Use of discounts and loyalty programs incorporating social

media/technology• Focus on healthy menu offerings• Convenience stores and supermarkets capturing market

share of take-home prepared foods• Growth of vegetarianism/veganism

Restaurant strategy trends

Company Backgroundwin, win,

win

think sustainably

keep it realadd the sweet touch

make an impact Core

Values

Analytical Model

IDI Findings

Delivery• Distance- main

deterrent of purchase

Sweetflow

Focus Group Findings

• Tuna• Salmon• Paninis/sandwiches• Smoothies

Need to expand product options

• Delivery option

Distance deters purchase

• Create promotions, cheaper options, and combos to reduce price

Price deters purchase

Survey Findings: Customers

Most men have not been to SweetGreen or are not frequent customers

• Less interested in freshness and healthiness

• Perception of SweetGreen as girly

Focus on women

• Looking to increase purchases of current customer base

• To market to men requires additional research

Survey Findings: Competition

SweetGreen• Rated higher in

satisfaction for freshness, healthiness, and taste

Chop’t• Too far from

Georgetown to be considered competition

Pinkberry• Extensive

product offerings

SweetFlow• Lack of

awareness

Salads Fro-Yo

Survey Findings: SweetFlow

Most buy SweetFlow 0 out of 5 trips to SweetGreen• Salads are too big to want extra food• Too expensive• Might melt before finishing dinner• Prefer pinkberry

Many do not know that SweetGreen sells frozen yogurt• Need to increase awareness• SweetFlow does not immediately

evoke image of frozen yogurt

Survey Findings: Options

Survey Findings: Options

Combo Specials

Delivery

Survey Findings: Delivery

$5-5.99

$4-4.99

$3-3.99

$2-2.99

$1-1.99

0% 10% 20% 30% 40% 50% 60%

How much would you pay for delivery?

Females, Live Away All Females

Survey Findings: Salad Additions

Salmon and Tuna

Turkey and Beef

Delivery Product Options

Combo Options

SweetFlow Changes

Additional Research

Recommendations

Recommendations: Delivery

$2.50 delivery charge (plus

additional per mile radius)

Bicycle or green car to

maintain community-

conscious values

Can include coupons or specials to incentivize

Recommendations: Product Options

Expand offerings to include turkey and salmon

Price is still biggest issue with additional toppings

Turkey and salmon fit SweetGreen’s healthy, organic image

Recommendations: Combo Options

Sell half size and regular size salads

Create combinations with

price incentives

Recommendations: SweetFlow Changes

Introduce sweeter flavors

Most prefer pinkberry’s toppings

Market SweetGreen as a frozen yogurt shop

Build awareness of frozen yogurt offerings

Include in combo options

Offer snack size portion

Rebrand SweetFlow

Change name to suggest frozen yogurtChange store layout to prominently display froyo

Recommendations: Additional Research

Potential of male market

SweetFlow rebranding

SweetFlow toppings

Survey issuesTime constraintsGeorgetown bubbleLack of management responseConfusion about SweetFlow

Limitations

Questions?