Sweetgreen Presentation Final

Avia Bui Amanda Copping Jackie D’Aquila Zach Deluca Eden Lipke Ally Milewich Tom Schrank

ABOUT SweetGreen first opened in Washington, D.C. in 2007 The company now has 16 locations in D.C., Maryland, Virginia and Pennsylvania

ABOUT

SweetGreen is a customizable salad bar that can be purchased for take away or eat in.

THE

PHILOSOPHY Think sustainable

when it comes to our packaging, food and waste.

Be meaningful by creating relationships from our local farmers to our loyal customers.

Make an impact by leaving a gentle footprint on our planet.

WHY THIS INDUSTRY? Trends in our target market

• Nearly half of the population (45%) eat salad primarily as a main meal. Only 1 in 10 adults do not eat salad at all • Eating out has established itself as a major part of British culture • The popularity of organic goods has increased in recent years

• Over the past decade, work-time lunch breaks have become increasingly shorter

SWOT ANALYSIS • • • • •

Completely customizable Environmentally friendly Healthy option Emphasize on-the-go Fresh ingredients

STRENGTHS Weaknesses

Threats

Opportunities

SWOT ANALYSIS

WEAKNESSES Strengths

Threats

Opportunities

• Offers only one type of food, making options limited • High cost of healthy food • Perception of nothing being filling • Seasonality

SWOT ANALYSIS

Strengths

Weaknesses

Threats OPPORTUNITIES

• Trends to be more healthy • Few direct competitors • Sustainability

SWOT ANALYSIS

Strengths

• Unemployment rates • Low consumer spending due to recession • Other competitors

Weaknesses

Opportunities THREATS

PEST ANALYSIS Political

Health regulations

Political

Economical

• Health Regulations • Environmental Issues

• Disposable Income • Seasonality and Weather Issues • Unemployment Rates

Social

Technological Technological

Environmental Issues

• • • •

Class Structure Lifestyle Trends Buying Patterns Increasing Health and Weight Concerns

Strong social media presence • demographic Strong social media for

presence for demographic • Increase in mobile/App use

Increase in mobile/App use

TARGET SEGMENTATION Londoners: 8.2million

Gen X: 2,286,936 (27.97%)

Male: 1,238,300 (54.1%)

Gen Y: 2,089,346 (25.56%)

Female: 1,048,63 6 (45.9%)

Male: 915,346 (43.8%)

Female: 1,174,000 (56.2%)

Non-Working: 481,000 (40.9%)

Working: 693,000 (59.1%)

A: 71,379 (10.3%)

B: 167,706 (24.2%)

C1: 153,153 (22.1%)

OUR TARGET MARKET Age Gen Y (17-31 years old) Gender Female Socio-Economic Groups A, B, C1 Wealthy achievers, urban prosperity, and comfortably off

OUR TARGET MARKET High income consumers are highly engaged with salads and are willing to pay more for pure and natural foods. 25% of AB consumers say that they like to be more adventurous when making salads. 78% of all women reported eating take away within the past 3 months. 91% of women aged 16-34 reported the same. Generation Y had the highest penetration for organic foods.

CUSTOMER PROFILE: PSYCHOGRAPHIC INTERESTS First to be in the know about technology Embrace social networking

VALUES Health-conscious Environmentally Friendly / “Green”

CUSTOMER PROFILE: PSYCHOGRAPHIC Explorer Confident, energetic, challenging First to try new brands Constantly On-The-Go

Justifiers Like to spend if they can justify it, and respond well to special offers and promotions

Choice-driven Customization is particularly important to women, aged 15-34 and to people who frequently eat out in London

CUSTOMER PROFILE: BEHAVIOURAL • More likely to spend more money on eating and drinking and less money on groceries than other generations • Lunch was rated the most popular meal to eat out, with 34% of consumers having at least one lunch meal out per week

WHERE WE’RE OPENING Sloane Square, London

MARKETING OBJECTIVES Achieve a revenue of £400,000 by the end of the year.

Achieve a profit of £110,000 by the end of the year.

PROMOTIONAL OBJECTIVES Differentiate brand through its healthiness, environmental friendliness and convenience • Have one health tip per day shared with followers on Twitter • Quality check to ensure that every ingredient is hormonefree, antibiotic-free and all natural Increase retention • Create loyalty card and achieve 50 card members in the first month, 60 in the second month, and a total of 750 by the end of the year • Expand to 2 stores by the end of the year

PROMOTIONAL OBJECTIVES Achieve customer awareness • Incorporate at least 1 outdoor advertising campaign in the first year Engage with social media • Achieve 500 new followers on Twitter within the target market in the first month • Achieve 3,300 follows on Twitter within the first year • Create at least 3 promotions/interactions on Twitter per week

PROMOTIONAL MESSAGE

“Food that fits” Being healthy should come with options To the target audience, SweetGreen is the healthy food choice that provides unlimited salad options with the freshest ingredients.

WHY CHOOSE ONE SALAD WHEN YOU CAN MAKE…

INTEGRATED COMMUNICATIONS MIX Pull marketing strategy

TUBE ADVERTISEMENTS Given the on-the-go nature of our target audience, a portion of our advertising mix will be in tube stations.

MOSS ADVERTISEMENTS To promote our sustainability cause, we will buy billboard space for moss graffiti advertisements.

TAXI TAKE OVER To continue our “on-the-go” advertising in the winter months, we will feature our SweetGreen logo on bright green taxi cabs.

SOCIAL MEDIA: TWITTER

We will use our Twitter to start the conversation with our followers on healthy and organic eating and promote local sustainability.

SOCIAL MEDIA: FACEBOOK

Our Facebook campaign will feature our seasonal promotions, like “Vote for the salad of the season,” highlight local sustainability efforts, and encourage customer conversation.

NEW YEAR’S RESOLUTION CAMPAIGN

SweetGreen will invite customers to write in erasable marker their New Year’s resolutions on our store windows. Customers will also be encouraged to write things that SweetGreen can do in the upcoming year to help them achieve their goals.

PERSONAL SELLING Employees salad of the month Employees of the month can create their own salad to be sold all month.

Employees will also be educated in nutrition and quality check so that SweetGreen always provides the healthiest and freshest options.

SWEETGREEN APP As part of our direct marketing, we will create a SweetGreen smartphone app. App allows customer to • Check their loyalty card purchases • Pre-order salads in advanced for take away or eat in • Receive promotional offers and coupons • Inform customers of any local sustainability events

CUSTOMER LOYALTY CARD As part of our sales campaign, we will create a customer loyalty card program. After every purchase of 10 salads, members can choose to receive a free salad or plant a tree in a local area.

“SweetGreen Sundays” Loyalty card members get 15% off their purchase on Sundays

A QR Code on the card will help customers register their card with their smartphone app

PARTNERSHIP WITH TREES FOR CITIES SweetGreen with partner with Trees for Cities, a charity which inspires people to plant trees across the UK. Loyalty card members have the option of receiving a free salad or planting a tree in a local area through our partnership Trees for Cities.

MEDIA COST AND BUYING MEDIA

DURATION

COST

TOTAL

Billboard Moss Advertisements

24 weeks

£200/week x 10

£48,000

Tube Advertisements

48 weeks

£180/week x 20

£43,200

Taxi Take Over Advertisements

4 months

£65/month x 75

£19,500

£110,700

SCHEDULING: GANTT CHART

CAMPAIGN EVALUATION Objective: Introduce brand in London to our target market • Measured by our number of followers on Facebook and Twitter Objective: Differentiate brand through its healthiness, environmental friendliness and convenience • Measured by quality check of vegetables for error within 3 standard deviations

Objective: Increase retention • Measure loyalty card sign ups through online database to gather information about customers • Establish a new store

SweetGreen is a place where you can get fun, fashionable food that’s both healthy for you and aligned with your values. Simply stated... Food that fits.

REFERENCES "Alternative Content." Global Market Research in Europe, America and Asia Consumer Trends. N.p., n.d. Web. 12 Feb. 2013. "Contact Us." Outdoor Media Centre. N.p., n.d. Web. 12 Feb. 2013. Davis, Rowenna. "Does Your Social Class Decide If You Go to University? Get the Full List of Colleges." The Guardian. Guardian News and Media, 27 Feb. 0028. Web. 12 Feb. 2013. "Generations X,Y, Z and the Others...Social Librarian Newsletter - WJ Schroer Company.” Generations X,Y, Z and the Others...Social Librarian Newsletter WJ Schroer Company. N.p., n.d. Web. 12 Feb. 2013. "LSEO." LSEO. N.p., n.d. Web. 12 Feb. 2013. "Mobile Testing & Monitoring." Keynote Systems. The Mobile and Internet Performance Authority. N.p., n.d. Web. 12 Feb. 2013. Fruit and Vegetable Marketing Report 2013 Green and Ethical Consumer Market Assessment 2012 Cooking and Eating Habits Market Report 2012 Vegetarianism in the UK Market Assessment 2009: Diet Foods

REFERENCES "National Statistics Releases For12 February 2013." Home: UK National Statistics Publication Hub. N.p., n.d. Web. 12 Feb. 2013. National Statistics Socio-economic Classification (NS-SeC) of Females Age by Single Year Sex "Office for National Statistics (ONS) Population Estimates, Borough.” “SweetGreen in Bloomberg.” The Georgetown Metropolitan. Web. 13 Feb 2013. Welcome to the London Datastore. N.p., n.d. Web. 12 Feb. 2013. Salad & Salad Dressings - UK August 2009 British Lifestyles - August 2011 Vegetarianism in the UK "Women in Londons Economy." Greater London Authority, n.d. Web.