Agenda:o Company

backgroundo Overviewo Target

audienceo Strategyo Promotion

scheduleo Questions

Kendal Duncan | Talia Glickman-Simon | Michaela Ragaisis Jewels Tortorello | Paige Triplett

Founded: 2007 in Washington, D.C.Food: delicious, healthy, and transparentCategory: quick, casual diningCore values:

BACKGROUND

win, win, wincreate solutions where the company wins, the customer wins, the community wins

think sustainablymake decisions that will last longer than you will

keep it realcultivate authentic food and relationships

add the sweet touchcreate meaningful connections everyday from farm to patron

make an impactthink smarter, work harder, do it together

OVERVIEW

MACRO ENVIRONMENT

Political• Upcoming elections• Trade, tariff, and tax

regulations• European law: health and

safety regulations, food labeling regulations

Economic• Coming out of the worst

economic recession of 21st century

• Disposable income• Business cycle stage-

recovery into prosperity

Social• Big diet/health concern: U.K.

has the greatest obesity and eating disorder issues in Europe

• Work/life balance• Environmentalism

Technological• Mobile apps become

customer buying mechanisms

• Personal advertisements/ communications

OVERVIEW

MICRO ENVIRONMENT

Bargaining power of buyers - Moderate• Large number of them

but little “financial muscle”

• Industry is not essential to consumers a leisure activity that can be lost in tough financial times

• Driving customer loyalty through low pricing, heavy brand building

Threat of substitutes- Strong• Consumers can eat in (cheaper) or

spend money on another leisure activity

• Increase in snacking/ eating on the go

Threat of new entrants- Strong• Low initial costs but industry is run by

major corporations (McDonalds, Yum!)• Low-margin markets have the threat of

increasing minimum wage

Rivalry- Strong [small number of multi national

corporations and med. sized brands]

Bargaining power of suppliers- Moderate• Quality and on time

delivery of produce is essential

• Switching costs and disruption to the supply chain would cause issue

• Suppliers have significant negotiating power- one supplier for many restaurants

OVERVIEW

INTERNAL ENVIRONMENT

Strengths• Customer is in control of meal-

customizable salads (thousands of combos)

• Organic ingredients, guaranteed fresh (takes advantage of health food trends)

• Heavy focus on the customer and community (sustainability)

Weaknesses• Price and availability of

ingredients vary because they are locally sourced (seasonality issue)

• Only offer soup and salads• Unknown brand in the UK

Threats• Increase in minimum wage could

increase costs drastically • Heavily competitive lunch market-

Pret, Chop’d, EAT (more well known)• Fast food chains are starting to offer

healthier options

Opportunities• Expand menu to include

sandwiches• Offer house made, brand version

of sides (drinks, dressings, cocktails)

o70% of diners claim they are more likely to eat a restaurant recognized for its sustainability

o2/3 of consumers display a shift in attitude towards locally sourced ingredients

OUR CONSUMER TRENDS: LIKING LOCAL

oUK Garden Centre reports an 85% rise in the sale of superfoods due to “more people choosing to ‘eat clean’”

oIFIC has found that healthfulness is almost as important as price as a purchase driver

oAccording to Cobra, the organic market is projected to experience a slow but steady growth over the next 5 years

OUR CONSUMER TRENDS: NUTRITION-FOCUSED

oQuick service food account for 50% of meals eaten outside of the home

OUR CONSUMER TRENDS: CONVENIENCE

o According to Cobra, demand for easy, quick, and affordable lunches is increasing, and widespread availability of money-off vouchers will provide an extra incentive

DECISION FLOW IN CHOICE OF MEDIA

Objectives

Promotional Budget

Feedback Target Audience

Decide Message

Promotional Mix

Choice of Media

TARGET AUDIENCE

People who work in London4,200,000

Yearly income of £29,000+(52%)

2,184,000

Yearly income less than £29,000

Concerned about eating a well

balanced diet (35%) 267,540

NOT concerned about eating a well-

balanced diet(65%)

Generation X (35%)764,400

Generation Y (20%)436,800

NOT concerned about eating a well-

balanced diet(65%)

Concerned about eating a well-

balanced diet (35%) 87,360

oDemographic:oWorking age oLives in London and commutes to work

on tube oBusy professional and social lives

oValues: oHealth conscious oCares about the environment oFocused on eating organicallyoEnjoys leisure time and eating out

A TYPICAL CUSTOMER

POSITIONING MAP

High Price

Healthy

Low Price

NOT Healthy

DECISION FLOW IN CHOICE OF MEDIA

Objectives

Promotional Budget

Feedback Target Audience

Decide Message

Promotional Mix

Choice of Media

Value proposition: o convenienceo nutritional

ingredientso local sourcing

PROMOTIONAL MESSAGE

If you are what you eat, shouldn’t you know what you’re eating?

#Knowurnutrition

SWEETGREEN LOCATIONS

Regent Street- working class (lunch breaks) and shoppers (disposable income)

Canary Wharf- business/finance professionals

DECISION FLOW IN CHOICE OF MEDIA

Objectives

Promotional Budget

Feedback Target Audience

Decide Message

Promotional Mix

Choice of Media

o Social Mediao Achieve 5,000 likes on each Sweetgreen London location’s Facebook

page by 1 April 2016 (end of Year 1) through the promotion on advertisements and daily posts

o Increase Twitter followers (@sweetgreenuk) by 3,000 followers by 1 April 2016 through the promotion on advertisement and daily posts

PROMOTIONAL OBJECTIVES

o Mobile Application Usageo 3,000 downloads of Sweetgreen mobile

app by 1 April 2016 (end of Year 1) through the promotion on advertisements and social media

o 50% of those who downloaded app become active users (earning one rewards salad bowl a month) by 1 April 2016

DECISION FLOW IN CHOICE OF MEDIA

Objectives

Promotional Budget

Feedback Target Audience

Decide Message

Promotional Mix

Choice of Media

PROMOTIONAL BUDGET

TOTAL BUDGET = £678,604

Medium Cost per Month

Number of Months

Total Cost

Tube Adverts £3,834 6 months £23,004

Bus Adverts £7,600 6 months £45,600

Escalator Adverts £100,000 6 months £600,000

Guerilla Marketing £2,000 5 months £10,000

DECISION FLOW IN CHOICE OF MEDIA

Objectives

Promotional Budget

Feedback Target Audience

Decide Message

Promotional Mix

Choice of Media

Integrated Communications Mix

[pull strategy]

TUBE AND BUS ADVERTS

If you are what you eat, shouldn’t you know what you’re eating?

TUBE AND BUS ADVERTS

TUBE AND BUS ADVERTS

GUERILLA MARKETING

Sweetgreen.com

HASHTAG: #knowurnutrition #becometheexpertFACEBOOK

Daily fun fact/picture posts Farmer of the month Salad of the month- focuses on seasonal veggie or fruit Share recipes/salad combinations on Sweetgreen Facebook group

TWITTER Quirky, “punny,” tweets about healthy eating and living

INSTAGRAM Contest: Tag @sweetgreenuk in pictures of your salad, whoever gets the most “likes” will win a gift card Tag workout buddies and other Sweetgreen lovers

SOCIAL MEDIA

FACEBOOK POST

MOBILE APP & LOYALTY CARD

Profile

Fitness

Nutrition

Points

Calories

Protein

Fat

Sugar

Vitamins

Check into the gym on the app to earn points

SCHEDULE

Goal #1: Increase brand awarenessMeasured by:

Number of likes on Facebook (end of year 1 = 5,000) Number of followers on Twitter (end of year 1 = 3,000) Traffic brought to Sweetgreen website from our ads

Track number of consumers brought to Sweetgreen landing page and bounce rate of these consumers through our ads’ specific links

Goal #2: Increase loyalty to brandMeasured by:

Number of Sweetgreen app downloads (end of year 1 = 3,000) Number of free salads given (1 free salad means consumer has

been presenting/checking in with app)

EVALUATION TECHNIQUES

" "A l l Na t u r a l " Jus t O n e Pa r t o f t he Equa t i on f o r Fa s t F ood O pe r a t o r s . " Pass po r t . Ju l y 31 , 200 8 . Acc essed Janu a r y 28 , 2 015 . h t t p : / / w ww. po r t a l . eu r o m on i t o r. c om / p o r t a l / ana ly s i s / t ab.

" Bus Adv e r t i s i ng P r i ces and O p t i ons . " - PSV M ed i a . Acc essed Feb r ua r y 5 , 2015 . h t t p : / / w ww. ps vm ed ia . c o . uk / bus - a dve r t i s i ng - p r i c es . h t m l.

" Bus Adv e r t i s i ng P r i ces and O p t i ons . " - PSV M ed i a . Acc essed Feb r ua r y 5 , 2015 . h t t p : / / w ww. ps vm ed ia . c o . uk / bus - a dve r t i s i ng - p r i c es . h t m l. " G ene r a t i on D i f f e r ences i n t he Wor kp la ce - - I m p l i ca t i ons f o r Ca r ee r Deve lopm en t . " C a r d i f f . ac . u k . Acc essed Feb r ua r y 7 , 2015 . h t t p : / / w ww. ca r d i f f . a c . uk / l ea r n / ass e t s / PDF / C PD/ C PD- m em be r sh ip / p lac e / G e ne r a t i ona l D i f f e r ence . p d f . F r i e nd , E l i zabe t h . " Fa s t Ca sua l D in ing ' s I n t e r na t i o na l P r ese nce I s G r ow ing . " Passp o r t . Nov em be r 26 , 201 4 . Acc essed Jan ua r y 28 , 2015 . h t t p : / / w ww. p o r t a l . eu r o m on i t o r. c om / p o r t a l / ana ly s i s / t ab.

F r i e nd , E l i zabe t h . " Th e Fu t u r e o f De ve lop ed M ar ke t Fo odse r v i ce M enu s : Ev e r y t h ing D e -Com m od i t i sed . " Passp o r t . Dec em ber 5 , 2014 . Acc essed Janu a r y 28 , 2 015 . h t t p : / / w ww. po r t a l . eu r o m on i t o r. co m / p o r t a l / ana ly s i s / t ab.

F r i e nd , E l i zabe t h . " O p e r a t o r s f r om Fas t Foo d t o Fu l l Se r v i c e Jo in t he Fas t Cas ua l G o ld R ush . " Pas spo r t . Dec em b er 1 6 , 20 11 . Acc essed Jan ua r y 28 , 2015 . h t t p : / / w ww. po r t a l . eu r o m on i t o r. co m / p o r t a l / ana ly s i s / t ab.

WORKS CITED

F r i e n d , E l i z a b e t h . " T h e R o a d A h e a d : S e v e n K e y s t o F u t u r e F o o d s e r v i c e G r o w t h . " P a s s p o r t . S e p t e m b e r 1 3 , 2 0 1 2 . A c c e s s e d J a n u a r y 2 8 , 2 0 1 5 . h t t p : / / w w w. p o r t a l . e u r o m o n i t o r . c o m / p o r t a l / a n a l y s i s / t a b .

K r y s , R a c h e l . " T h e G a p i n t h e W o r k p l a c e . " E f a . o r g . u k . A c c e s s e d F e b r u a r y 6 , 2 0 1 5 . h t t p : / / w w w. e f a . o r g . u k / d a t a / f i l e s / p u b l i c a t i o n s / 5 0 4 / T h e - G a p - i n - t h e - W o r k p l a c e - G e n e r a t i o n Y. p d f.

" L o n d o n U n d e r g r o u n d : 1 5 0 F a s c i n a t i n g Tu b e F a c t s . " T h e Te l e g r a p h . A c c e s s e d F e b r u a r y 5 , 2 0 1 5 . h t t p : / / w w w. t e l e g r a p h . c o . u k / t r a v e l / d e s t i n a t i o n s / e u r o p e / u k / l o n d o n / 9 7 8 9 9 6 6 / L o n d o n - U n d e r g r o u n d - 1 5 0 - f a s c i n a t i n g - Tu b e -f a c t s . h t m l.

" O u r S t o r y | S w e e t g r e e n . " S w e e t g r e e n . A c c e s s e d F e b r u a r y 9 , 2 0 1 5 . h t t p : / / s w e e t g r e e n . c o m / o u r - s t o r y /.

P o w e r p o i n t . C M 5 2 1 : E u r o p e a n M a r k e t i n g S t r a t e g y. L e c t u r e 1 . J a c q u i B i s h o p .

" R e s t a u r a n t s M a r k e t U p d a t e 2 0 1 5 . " K e y N o t e . J a n u a r y 1 , 2 0 1 5 . A c c e s s e d J a n u a r y 2 8 , 2 0 1 5 . h t t p : / / w w w. k e y n o t e . c o . u k / m a r k e t - i n t e l l i g e n c e / v i e w / p r o d u c t / 11 4 9 3 / r e s t a u r a n t s / c h a p t e r / 1 / e x e c u t i v e _ s u m m a r y #.

" S t a t i s t i c a l B u l l e t i n : 2 0 11 C e n s u s : P o p u l a t i o n E s t i m a t e s f o r t h e U n i t e d K i n g d o m , 2 7 M a r c h 2 0 11 . " 2 0 11 C e n s u s : P o p u l a t i o n E s t i m a t e s f o r t h e U n i t e d K i n g d o m , 2 7 M a r c h 2 0 11 . A c c e s s e d F e b r u a r y 9 , 2 0 1 5 . h t t p : / / w w w. o n s . g o v. u k / o n s / r e l / c e n s u s / 2 0 11 - c e n s u s / p o p u l a t i o n - a n d - h o u s e h o l d - e s t i m a t e s - f o r - t h e - u n i t e d - k i n g d o m / s t b - 2 011 - c e n s u s - - p o p u l a t i o n - e s t i m a t e s - f o r - t h e - u n i t e d - k i n g d o m . h t m l. " Ta r g e t M i l l i o n s o f L o n d o n e r s w i t h D i g i t a l E s c a l a t o r P a n e l s . " G e t M e M e d i a . c o m . A c c e s s e d F e b r u a r y 6 , 2 0 1 5 . h t t p : / / w w w. g e t m e m e d i a . c o m / i d e a s / t a r g e t - m i l l i o n s - o f - l o n d o n e r s - w i t h - d i g i t a l - e s c a l a t o r - p a n e l s / c b s - o u t d o o r. h t m l .

" Te a m L o n d o n B r i d g e a n d t h e L o n d o n B r i d g e B u s i n e s s I m p r o v e m e n t D i s t r i c t . " Te a m L o n d o n B r i d g e a n d t h e L o n d o n B r i d g e B u s i n e s s I m p r o v e m e n t D i s t r i c t . A c c e s s e d F e b r u a r y 7 , 2 0 1 5 . h t t p : / / w w w. t e a m l o n d o n b r i d g e . c o . u k / D e a l c a r d - A d v e r t i s i n g - C B S - O u t d o o r - f a n t a s t i c - o f f e r s - o n - t u b e - a d v e r t i s i n g - a t - L o n d o n- B r i d g e - a n d - B o r o u g h - s t a t i o n s - 1 5 0 2 z z z n z z z . a s p x ? n e w s l e t t e r = 1 3 6 & ? n e w s l e t t e r = 1 3 6.

WORKS CITED CONTD.