Sweetgreen Marketing Research Presentation
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Thierry Camerlynck, Hannah Franklin, Kelyn Freedman, Caitlin Green, Wissam Hamady
Agenda Overview
• Overview of Results • Research Purpose
Methods
• Research Methods • Reliability and Validity
Findings
• Secondary Findings • Primary Findings
Conclusions
• Conclusions and Recommendations • Limitations
Results
Sentence about results Expand 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 Deepen understanding of the typical Georgetown SweetGreen customer
Profile typical customer
Understand likes, dislikes, and values
Increase frequency and amount of purchase
Tailor positioning to frequent customers
Create products and promotions specifically for these customers
Methods • Research databases • Company website
Secondary Research
Observation • IDIs • Focus group
• Survey • Data Analysis
Questionnaire
Reliability and Validity Category
Chi test p-value
Gender
0.54
Status
0.75
Location
0.07
Survey 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
Industry Analysis Restaurant industry performance and forecast
• 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 strategy trends • 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
Company Background win, win, win
make an impact
Core Values
add the sweet touch
think sustainably
keep it real
Analytical Model
IDI Findings Price
Sweetflow
Delivery • Distance- main deterrent of purchase
Focus Group Findings Need to expand product options • Tuna • Salmon • Paninis/sandwiches • Smoothies Distance deters purchase • Delivery option Price deters purchase • Create promotions, cheaper options, and combos to reduce price
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 Salads SweetGreen
Chop’t
• Rated higher in • Too far from satisfaction for Georgetown to freshness, be considered healthiness, and competition taste
Fro-Yo
Pinkberry SweetFlow • Extensive product offerings
• Lack of awareness
Survey Findings: SweetFlow
Most buy SweetFlow 0 out of 5 trips to SweetGreen
Many do not know that SweetGreen sells frozen yogurt
• Salads are too big to want extra food • Too expensive • Might melt before finishing dinner • Prefer pinkberry
• 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 How much would you pay for delivery? $1-1.99
$2-2.99
$3-3.99
$4-4.99
$5-5.99
0%
10%
20%
30% Females, Live Away
40% All Females
50%
60%
Survey Findings: Salad Additions
Salmon and Tuna
Turkey and Beef
Recommendations Delivery
Product Options
Combo Options
SweetFlow Changes
Additional Research
Recommendations: Delivery
$2.50 delivery charge (plus additional per mile radius)
Bicycle or green car to maintain communityconscious values
Can include coupons or specials to incentivize
Recommendations: Product Options Turkey and salmon fit SweetGreen’s healthy, organic image
Price is still biggest issue with additional toppings
Expand offerings to include turkey and salmon
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 yogurt
Change store layout to prominently display froyo
Recommendations: Additional Research
Potential of male market
SweetFlow toppings
SweetFlow rebranding
Limitations Confusion about SweetFlow
Survey issues
Lack of management response
Time constraints
Georgetown bubble
Questions?
Agenda Overview
• Overview of Results • Research Purpose
Methods
• Research Methods • Reliability and Validity
Findings
• Secondary Findings • Primary Findings
Conclusions
• Conclusions and Recommendations • Limitations
Results
Sentence about results Expand 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 Deepen understanding of the typical Georgetown SweetGreen customer
Profile typical customer
Understand likes, dislikes, and values
Increase frequency and amount of purchase
Tailor positioning to frequent customers
Create products and promotions specifically for these customers
Methods • Research databases • Company website
Secondary Research
Observation • IDIs • Focus group
• Survey • Data Analysis
Questionnaire
Reliability and Validity Category
Chi test p-value
Gender
0.54
Status
0.75
Location
0.07
Survey 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
Industry Analysis Restaurant industry performance and forecast
• 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 strategy trends • 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
Company Background win, win, win
make an impact
Core Values
add the sweet touch
think sustainably
keep it real
Analytical Model
IDI Findings Price
Sweetflow
Delivery • Distance- main deterrent of purchase
Focus Group Findings Need to expand product options • Tuna • Salmon • Paninis/sandwiches • Smoothies Distance deters purchase • Delivery option Price deters purchase • Create promotions, cheaper options, and combos to reduce price
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 Salads SweetGreen
Chop’t
• Rated higher in • Too far from satisfaction for Georgetown to freshness, be considered healthiness, and competition taste
Fro-Yo
Pinkberry SweetFlow • Extensive product offerings
• Lack of awareness
Survey Findings: SweetFlow
Most buy SweetFlow 0 out of 5 trips to SweetGreen
Many do not know that SweetGreen sells frozen yogurt
• Salads are too big to want extra food • Too expensive • Might melt before finishing dinner • Prefer pinkberry
• 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 How much would you pay for delivery? $1-1.99
$2-2.99
$3-3.99
$4-4.99
$5-5.99
0%
10%
20%
30% Females, Live Away
40% All Females
50%
60%
Survey Findings: Salad Additions
Salmon and Tuna
Turkey and Beef
Recommendations Delivery
Product Options
Combo Options
SweetFlow Changes
Additional Research
Recommendations: Delivery
$2.50 delivery charge (plus additional per mile radius)
Bicycle or green car to maintain communityconscious values
Can include coupons or specials to incentivize
Recommendations: Product Options Turkey and salmon fit SweetGreen’s healthy, organic image
Price is still biggest issue with additional toppings
Expand offerings to include turkey and salmon
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 yogurt
Change store layout to prominently display froyo
Recommendations: Additional Research
Potential of male market
SweetFlow toppings
SweetFlow rebranding
Limitations Confusion about SweetFlow
Survey issues
Lack of management response
Time constraints
Georgetown bubble
Questions?
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