Visual Strategy Guide. 01
Yahosca Quezada / 04634428
Title Title Fresh Choice
2
Module I / GR604: Research and Strategy
Title Title Fresh Choice
3
Yahosca Quezada / 04634428
Table of Contents.
4
Module I / GR604: Research and Strategy
Brand Overview 08 – 11 Competitive Analysis 12 – 13 Audience & Personas 18 – 25 Brand Grids 26 – 27 Mood Boards 28 – 33
5
Yahosca Quezada / 04634428
Fresh Choice Brand Overview. 6
Module I / GR604: Research and Strategy
Old Fresh Choice 08 – 09 Brand Timeline 10 – 11 Competitors 12 – 13
7
Yahosca Quezada / 04634428
Old Fresh Choice. Fresh Choice History
Fresh Choice was a chain of buffet style restaurants, founded in 1986, which operated in California, Texas and Washington under the names Fresh Choice, Fresh Choice Express, Fresh Plus and Zoopa. The old Fresh Choice marketed itself as a healthier alternative to fast food restaurants with menu options that included choices relatively low in fat, carbohydrates, and/or calories. All restaurants featured 50 foot salad bars, six freshly made soups daily, artisan pizza, and breads. Former Brand Soul: Most health-conscious food. Former Brand Mission: A healthier alternative in the restaurants industry. 8
Module I / GR604: Research and Strategy
9
Yahosca Quezada / 04634428
Brand Timeline. Fresh Choice History
1986
First Fresh Choice Restaurants
36 Restaurants
They began an expansion program, merging with Moffett Partners, Inc., adding a second location in Sunnyvale, CA, and renaming the restaurant Fresh Choice. Fresh Choice employed a plan of clustering restaurants in areas with highly educated and nutrition-minded residents. They believed that educated customers paid more attention to personal health.
The company now operated a total of 36 restaurants, and had a track record of generating profits at new restaurant sites after only 30 days. However, they had a pricing problem in California, as they had tried raising its dinner price from $6.99 to $7.25 with disastrous results. It seems that customers were not willing to pay over $7 for a meal without a “real� entree.
1988
1990
Gourmet California
Expansion Continued
With no experience in the restaurant business beyond dishwashing, Martin Culver and Brad Wells purchased a failing restaurant in Sunnyvale, CA. The first two years of ere a learning period for Culver and Wells, who named their new restaurant Gourmet California.
Sales were $15.1 million, with net income of $500,000. TheeExpansion continued, with 10 new restaurant openings in CA. The following year, revenues increased to $23.6 million, and net income jumped accordingly to $800,000. Continuing to look to the health-conscious California consumer, Fresh Choice introduced a fresh line of foods called Healthier Choice in 1991, featuring no fat or cholesterol content.
10
1993
Module I / GR604: Research and Strategy
1995 First Time Company Incurred a Loss Fresh Choice announced a plan to open 8 new restaurants, and seven were in fact opened. Revenue that year continued to increase, reaching $84.3 million, but for the first time, the company incurred a net loss of $27.8 million. The company brought in Charles Lynch, former Saga Corp. and Greyhound Corp. chairman, as chairman of the board.
48 Restaurants
The End
In a major business restructuring with the goal of returning to profitability, Fresh Choice had spent $23.9 million on closing 11 restaurants. By the end of 1996, Fresh Choice was operating 48 restaurants, down from 55 from the year before. At most Fresh Choice restaurants, lunch costs $5.99 and dinner is $7.49 per person for an all-you-can-eat buffet.
Fresh Choice closed approximately half its locations. A local newspaper reported that Fresh Choice planned re-organizing the restaurants into a new concept of à la carte fare. But by the end of the year, they announced that all Fresh Choice locations would be closing permanently, and that two of them in the Bay Area had been re-opened under the name “California Fresh”.
1997
2008
2012
Awarded Most Health Conscious Menu The company embarked on a plan to grow many of its own vegetables. The Sacramento Magazine Diners’ Choice Awards voted Fresh Choice as the restaurant with the most health-conscious menu in 2008 and 2009.
11
Yahosca Quezada / 04634428
Competitive Analysis.
As for the direct competitors, I researched other buffet style restaurant that are currently positioned in the market. On the other hand, I considered that the ancillary competitors for Fresh Choice are those options people have as alternatives to buy/eat healthy food, including actual home-made/cook food; Finally, the future competitors are those brands whose mission is to sell/ deliver healthy products, and those who work with people to help them consume healthier products and live a healthier lifestyle.
future competitors
ancillary competitors
direct competitors
Fresh Choice Overview
12
HOME MADE FOOD
FARMER’S MARKETS
Module I / GR604: Research and Strategy
Sizzler: United States-based restaurant chain with headquarters in Mission Viejo, California with locations mainly in California plus some in the adjacent states of Washington, Arizona, New Mexico, Idaho, Utah, and Oregon. It is known for steak, seafood, and salad bar items. Since 2011, Sizzler restaurants outside of the United States are currently owned by Australia-based Collins Foods, doing business as Sizzler International. Souplantation: This brand operates as Sweet Tomatoes outside of southern California, is a United States-based chain of all-you-can-eat buffet-style restaurants. The first Souplantation opened in 1978 in San Diego, CA, where the company is headquartered. The company started as Garden Fresh Corp. in 1983. The company is owned by Garden Fresh Restaurant Corporation. Panera: American chain store of bakery-café fast casual restaurants with over 2,000 locations, all of which are in the United States and Canada. Its headquarters are in Sunset Hills, Missouri, a suburb of St. Louis. The company operates as Saint Louis Bread Company in Greater St. Louis, where it has over 100 locations. Offerings include bakery items, pasta, salads, sandwiches, soups, and specialty drinks. Chipotle: Chipotle Mexican Grill, Inc. often known simply as Chipotle, is an American chain of fast casual restaurants in the United States, France, Canada, United Kingdom, Germany, and France, specializing in tacos and Mission-style burritos. Its name derives from chipotle, the Nahuatl name for a smoked and dried jalapeño chili pepper.
Organic grocer in the United States, the chain is best known for its organic selections. Whole Foods has 500 stores in North America and the United Kingdom as of March 4, 2019. Imperfect Foods: Imperfect Foods was founded in 2015 with a mission to eliminate food waste and build a better food system for everyone. We offer imperfect produce, affordable pantry items, and quality eggs and dairy. They deliver them conveniently to our customers’ doorsteps and pride ourselves on offering up to a 30% discount compared to grocery store prices. Amazon Fresh: AmazonFresh is a subsidiary of the American e-commerce company Amazon.com in Seattle, Washington. It is a grocery delivery service currently available in some U.S. states, Berlin, Hamburg, London, Munich, and Tokyo. Instacart: Founded in 2012, Instacart is an American technology company valued at nearly $8 billion that operates as a same-day grocery delivery and pick-up service in the U.S. and Canada. Weight Watchers: WW International, Inc., formerly Weight Watchers International, Inc., is a global company headquartered in the U.S. that offers various products and services to assist in healthy habits, including weight loss and maintenance, fitness, and mindset such as the Weight Watchers comprehensive diet program. Founded in 1963 by Queens, New York City homemaker Jean Nidetch, W W’s program has three options as of 2019: online via its mobile app and website, coaching online or by phone, or in-person meetings.
Whole Foods: American multinational supermarket chain headquartered in Austin, Texas, which exclusively sells products free from hydrogenated fats and artificial colors, f lavors, and preservatives. A USDA Certified 13
Yahosca Quezada / 04634428
Fresh Choice New Strategy. 14
Module I / GR604: Research and Strategy
New Statements 16 – 17 Audience & Personas 18 – 25 Brand Grid 26 – 27 Moodboards 28 – 33
15
Yahosca Quezada / 04634428
New Mission Statement Fresh Choice Overview
Healthier alternative in the quality food business. 16
Module I / GR604: Research and Strategy
Soul Statement Fresh Choice Overview
Most healthy & enviromentally conscious food. 17
Yahosca Quezada / 04634428
Fresh Choice Audience. Audience Research
• Almost 80 % of millennials use their phones to research prices while 68.9% use their phones to read reviews. • 33% of millennials prefer to read blog posts before they buy vs. less than 3% who prefer traditional forms of advertising — like TV and magazines. • A staggering 91% of millennials buy based on recommendations from friends. • Millennials are not impulse-shoppers. They like to research, and feel confident that the retailer and brand align to their values. They want to make sure they’re getting the best price, so they leverage a lot of channels in order to find this information. • Organic food sales are on the rise with “the health and wellness food market expected to grow to approximately $1.1 trillion by 2019.” • Millennials like to research, so they’re spending more time online researching the benefits of organic foods and the impact of production and delivery on the environment before they purchase. • 49% of millennials see shopping more as a social activity not as an errand. Millennials who shop online are interested in the user experience more 18
Module I / GR604: Research and Strategy
than buying products, and millennials who shop in stores enjoy browsing through stores, grabbing lunch, and spending time with friends. • “78% of millennials would rather spend their money on experiences than coveted goods.” To cater to this preference, you can position your ads and social media content to focus more on the experience of using your products over consuming the products themselves. Audience Profile • Young adults, between 18 and 38 year old. • College students or working adults. • Middle class, who can afford to buy quality food. • Digital natives; who cannot live without internet. • Social media users; who follow brands through social networks and like to share opinions online. • Digital content readers who are more likely to do research and educate themselves on the products they’re interested in before they buy. • Environment, and nutrition enthusiast, who are looking for brands that align to their values • Online shoppers who see shopping as a social and fun activity that is part of their lifestyle.
19
Yahosca Quezada / 04634428
The Vegan Guy. Nick, 33
“
“I personally chose to go vegan because I educated myself on factory farming and cruelty to animals, and I suddenly realized that what was on my plate were living things, with feelings. And I just couldn’t disconnect myself from it any longer. So now my purpose in life is to be kind to animals and the enviroment.” goals
• Encourage more people to experience the vegan lifestyle and diet. • Solve debt problems and other personal finance related issues.
pain points • Go out and stressing about asking people to accomodate his meal. • Figuring out what “vegan-friendly options” are actually enviromentally conscious as well. occupation: Finance Consultant social class: Middle Class location: San Francisco, California social media: Highly Active User interests: Animals, Enviroment, Traveling, Blogging, Food, Coffee, Online Shopping.
20
personality Introvert
Extrovert
Passive
Active
Thinking
Feeling
Analytical
Creative
Module I / GR604: Research and Strategy
The Motivated Mover. Maria, 23
“
I have to admit that I’m not drawn to any formal fittness program. But I like to walk, dance, or take the stairs everywhere I go. And I’m open to new ideas for getting moving. But I’m mostly concerned about good eating habits. I want to learn more about this subject to be able to stay healthy! goals
• Walk to school and sign up for Zumba. • Find healthy lunch options and snack ideas. • Find more positive lifestyle influencers and advicers to learn from them.
pain points • Busy with school; little time to cook or exercise • Lack of knowledge on healthy eating, and not being able to curate properly the massive offer of “healthy” food out there. occupation: Undergrad Student social class: Middle Class location: San Francisco, California social media: Highly Active user interests: Friends, Nightlife, Concerts, Online Shopping, Dancing, Online Shopping.
personality Introvert
Extrovert
Passive
Active
Thinking
Feeling
Analytical
Creative
21
Yahosca Quezada / 04634428
The Maintainer Girl. Fynn, 36
“
I’ve always lived a balanced life. I’ve been playing sports since I was in high school, and I have a baseline level of nutrition. I enjoy trying out new healthy food. As well as staying active and outdoors. I have a busy work schedule, but I always make time for myself, friends and family. I love balance! goals
• Try out new workouts and studio classes. • Discover new and fun activities to do on weekends. • Maintain healthy eating habits; Meal prep food for the work week.
pain points • Limited offer of healthy and affordable restaurants • Discovering new food and experiences to keep herself engaged and motivated in her lifestyle. • Fake advertizing and social media influencers. occupation: Graphic Designer social class: Middle Class location: San Jose, California social media: Active User interests: Sports, Traveling, Nutrition, Podcasts, Online Shopping.
22
personality Introvert
Extrovert
Passive
Active
Thinking
Feeling
Analytical
Creative
Module I / GR604: Research and Strategy
The Eco Conscious. Varun, 28
“
I care about the future my planet. I think we should be more respectful of the other living beings and our environment. I also care about my well-being. I think eco-friendly products are healthier and better quality anyway. I don’t think people/companies have to be perfect to be “green”. We just need to be more conscious! goals
• • • •
Be conscious and responsible when buying stuff Engage in ec0-friendly activities/habits. Become a top employee in his field of work. Retire early and enjoy the fruits of his labor.
pain points • Too many companies making vague environmental claims to sell. • Eco-friendly products and goods are expensive and not easy to find. occupation: Industrial Design social class: Middle Class location: Sunnyvalle, California social media: Moderate user interests: Farmer Markets, Hybrid Cars, Cycling, Online Shopping.
personality Introvert
Extrovert
Passive
Active
Thinking
Feeling
Analytical
Creative
23
Yahosca Quezada / 04634428
The Fitness Novice. Rachel, 33
“
I eat, breathe, and sleep health and wellness. I like to stay up to date on current news and trends in the fitness world; Although, I must say I already have a great deal of knowledge thanks to my MA in Nutrition. But I’m always on the lookout for the latest and greatest trends that go with my lifestyle! goals
• Live and project a healthy and enviromentlly conscious lifestyle. • Keep up with the current and upcoming fashion and technological trends .
pain points • Figuring out what new products are worthy of her time and wallet. • Hard time finding healthy and quality food that are consistent with her diet/lifestyle. occupation: Engineer social class: Middle Class location: Palo Alto, California social media: Inf luencer on IG interests: CrossFit, Nutrition, Traveling, Socializing, Online Shopping.
24
personality Introvert
Extrovert
Passive
Active
Thinking
Feeling
Analytical
Creative
Module I / GR604: Research and Strategy
The Health Conscious. Sean, 26
“
I have to admit that I haven’t been very active lately, and that I’m not eating well either. I know, I need to make more effort. But I’m having a difficult time getting started or staying motivated, mostly because I have no time. I need a little push to get moving and eat healthy. goals
• To find ways to efficiently manage work, school and a healthy lifestyle. • To find a permanent job to pay back student loans. • Make time and save money to travel the world.
pain points • Busy with school and work; little to no time to exercise, and doesn’t know how to cook. • Hard time finding healthy, fast and affordable food. Tired of eating salads. occupation: Web Design Student/Intern social class: Middle Class location: San Francisco, California social media: Active user interests: Gaming, Soccer, Youtube videos, Tech Blogs, Reading, Online Shopping.
personality Introvert
Extrovert
Passive
Active
Thinking
Feeling
Analytical
Creative
25
Yahosca Quezada / 04634428
The Old Fresh Choice. Brand Grid
Fresh Choice was once a chain of buffet style restaurants, that marketed itself as a healthier alternative to fast food restaurants. It was family oriented and had a conservative look and feel.
26
Module I / GR604: Research and Strategy
Fresh Choice
Fresh Choice
27
Yahosca Quezada / 04634428
The New Fresh Choice. Brand Grid
The brand new Fresh Choice promise a more organic, and sophisticated look and feel. Oriented to a young, middle class and tech driven audience that prefer practical solutions, and innovative alternatives in the food business.
28
Module I / GR604: Research and Strategy
Fresh Choice
fresh choice .
29
Yahosca Quezada / 04634428
Repositioning Statement. New Fresh Choice
Fresh Choice was once the healthier alternative, in the restaurant industry, for the general public. Similarly, the new Fresh Choice will now strive to offer the most healthy & environmentally conscious food to young adults willing and committed to consume the healthier and eco-friendlier alternatives in the quality food business. How are we going to accomplish our mission? By helping our customer to nourish the best version of themselves. The plan is to offer seasonal and local produce at our neighborhood markets. Help the most committed clients to grow their own food at home; but also offer a delivery service to our busy professionals looking for healthy alternatives to eat. 30
Module I / GR604: Research and Strategy
31
Yahosca Quezada / 04634428
Title Title Fresh Choice
32
Module I / GR604: Research and Strategy
Title Title Fresh Choice
33