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What a Bagel Shop Can Teach Us About the Customer Experience
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@gtownbagel #LavaCon2014 What a Bagel Shop Can Teach Us About the Community Experience Marisa Peacock Mary Beall Adler
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The Georgetown Bagelry, which has been around since the early 1980s, is a staple of the Washington, DC, community. When you’re at Georgetown Bagelry, you’re in good company. Over the last three years, the Georgetown Bagelry and The Strategic Peacock have worked together to improve its revenue simply by making it easier for its customers to spread the love. In this session, you’ll learn how a small business made a big impact on its customers and in the community by developing processes (online and off) that enhanced the consumer experience, while streamlining costs.
Transcript of What a Bagel Shop Can Teach Us About the Customer Experience
@gtownbagel #LavaCon2014
What a Bagel Shop Can Teach Us About the Community Experience
Marisa Peacock Mary Beall Adler
What a Bagel Shop Can Teach You About the Community Experience
Marisa Peacock AND Mary Beall Adler#LavaCon2014
What is the Georgetown Bagelry?
Georgetown Bagelry has been baking fine artisan bagels for the Washington DC Metropolitan region since 1981 using 400-year old bagel baking traditions with the freshest ingredients. Mary Beall Adler, the owner of the Georgetown Bagelry began learning the art of making fine artisan bagels in 1985 when she became a part of the Georgetown Bagelry family. The Bagelry is widely regarded as the best bagel bakery south of New York City.
@gtownbagel
#LavaCon2014
Who is Mary Beall Adler?
Mary Beall Adler is a bagel baker, entrepreneur, creativity coach, mother, wife, and seeker of truth. Mary owns Georgetown Bagelry, a retail and wholesale bakery in the upscale Bethesda suburb of Washington, D.C.
Mary feels that baking, like music, dance, and the arts, requires form, function, consistency and aesthetics for her customers to truly experience the tradition of artisan bagel baking.
@marybealladler
#LavaCon2014
Who is Marisa Peacock?
Marisa Peacock is the owner and chief strategist at The Strategic Peacock, a social media consultancy based in the Washington, D.C. area. She works with small businesses, non profit organizations and schools to enhance their online presence by creating and implementing online strategies that appropriately target the right audience with the right information using the right media.
@marisacp51
#LavaCon2014
How a Small Business Makes a Big Impact
Mary & Marisa began working together in 2010.
In 2011, after building a solid social media presence implemented a strategy to grow profits, streamline business processes and strengthen the customer experience.
In just 3 years, GTownBagel increased online revenue by 140% by optimizing community engagement.
#LavaCon2014
Behind Georgetown Bagelry!
2010
July: Online ordering added Average online orders/month: 20*
2011
Average online orders/month: 40 Online sales: 3.6x previous year
2012
March: Online ordering vendor switch Average online orders/month: 56 Online sales: 1.6x previous year
!
2013
Average online orders/month: 103 Online sales: 1.8x previous year
2014
Average online orders/month: 145 Online sales: 1.4x previous year**
*only 6 months of online ordering **estimated based on currently monthly trends
#LavaCon2014
People, Process and Profits
Our strategy looked at 3 distinct areas of the business
Social (People)
Environment (Process)
Economic (Profits)
#LavaCon2014
It’s All About the People
Our Goals:
Expand and enhance social media presence to encourage online ordering, promote sales, and educate customers.
Improve mobile site experience.
Improve quality of in-store experience.
Build and strengthen community relationships.
#LavaCon2014
Device StatisticsPe
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The Growth of Online Orders
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Average Monthly Online Orders Average Monthly Online Sales
Mobile Website PerformanceNu
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page views site visits
What We Learned About Standing in Line
GTB is a small store. Lines form pretty easily.
Online ordering (via GoMobo) allows customers to order & pay online so they can zoom to front of the line to pick up only.
While lines can slow us down, they are a community experience. We learned that our customers LIKE standing in line, especially on the weekends.
To help boost online ordering & keep the spirit of the line — we encourage users to order online from line.
A Healthy Environment
Our Goals:
Streamline ordering, pick up process
Foster healthy, safe and happy work conditions
Improve reporting, trend spotting & adjustments
#LavaCon2014
A Path to Wellness
#LavaCon2014
2010
All GTB staff becomes ServSafe Food Protection Manager & National Restaurant Certified
2011
GTB receives National Certification as Women’s Business Enterprise
2012
GTB voted Best Bagel by Washington City Paper
2013
GTB promotes walking culture: Each team member goes on a walk in the middle of day; After completing 15 walks, earn a massage!
2014
GTB deemed “do-gooder” because of Mary Beall Adler’s charitable giving and in-store discounts for military and service members by the Washington Post
The Bottom Line
Our Goals:
Maintain quality while cutting costs
Maximize investments
Increase catering, whole sale opportunities
#LavaCon2014
Spreading the Love
Georgetown Bagels can now be found in 25 locations around the DC area, including: Season’s Culinary, Ritz Carlton, Four Seasons, Qualia Coffee, Politics & Prose…
Catering Expands — especially for the holidays!
GTB donates locally; supports causes big & small
#LavaCon2014
The World is Watching
In March 2014, Georgetown Bagelry Makes Mashable’s List of “32 Small Businesses Killing it on Social”
GTB’s social media activity was praised for its“relatable, engaging and quirky posts”
#LavaCon2014
Best Practices
You’re only as good as your community
Engage & invest in your community — get involved!
Listen, watch and ask questions
Experiment & try new things — you’ll know when it’s not working and when it is!
#LavaCon2014
Thanks!
Contact us: !
[email protected] [email protected]
!Visit us:
www.georgetownbagelry.com www.strategicpeacock.com
