thierry camerlynck , hannah franklin, kelyn freedman, caitlin green, wissam hamady
DESCRIPTION
Thierry Camerlynck , Hannah Franklin, Kelyn Freedman, Caitlin Green, Wissam Hamady. Agenda. Sentence about results. Results. Purpose. Methods. Reliability and Validity. Industry Analysis. Company Background. Core Values. Analytical Model. IDI Findings. - PowerPoint PPT PresentationTRANSCRIPT
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Thierry Camerlynck, Hannah Franklin, Kelyn Freedman, Caitlin Green, Wissam Hamady
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AgendaOverview
• Overview of Results• Research Purpose
Methods
• Research Methods• Reliability and Validity
Findings
• Secondary Findings• Primary Findings
Conclusions
• Conclusions and Recommendations• Limitations
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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
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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
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Methods
• Research databases
• Company website
Secondary Research
• IDIs• Focus group
Observation• Survey• Data Analysis
Questionnaire
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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
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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
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Company Backgroundwin, win,
win
think sustainably
keep it realadd the sweet touch
make an impact Core
Values
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Analytical Model
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IDI Findings
Delivery• Distance- main
deterrent of purchase
Sweetflow
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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
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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
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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
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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
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Survey Findings: Options
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Survey Findings: Options
Combo Specials
Delivery
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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
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Survey Findings: Salad Additions
Salmon and Tuna
Turkey and Beef
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Delivery Product Options
Combo Options
SweetFlow Changes
Additional Research
Recommendations
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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
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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
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Recommendations: Combo Options
Sell half size and regular size salads
Create combinations with
price incentives
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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
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Recommendations: Additional Research
Potential of male market
SweetFlow rebranding
SweetFlow toppings
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Survey issuesTime constraintsGeorgetown bubbleLack of management responseConfusion about SweetFlow
Limitations
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Questions?