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Avia BuiAmanda CoppingJackie DAquilaZach DelucaEden LipkeAlly MilewichTom Schrank About

SweetGreen first opened in Washington,D.C. in 2007

The company now has 16 locations in D.C.,Maryland, Virginia andPennsylvaniaALLY

Source local and organic produce from known and trusted farmers.Leave a gentle footprint to protect the planet.Build meaningful relationships with those around them.

Sustainability Efforts:Packaging - 100% plant-based compostable packaging non-derived from oilFood - Protein is hormone free, antibiotic free and all naturalWaste - Composting and recycling stations for customers

2 About

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

ALLY

Source local and organic produce from known and trusted farmers.Leave a gentle footprint to protect the planet.Build meaningful relationships with those around them.

Sustainability Efforts:Packaging - 100% plant-based compostable packaging non-derived from oilFood - Protein is hormone free, antibiotic free and all naturalWaste - Composting and recycling stations for customers

3 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.

ALLY

With the ability to choose from pre-made salads, or create your own, individuals can get exactly what they want on any given day. Any season, any mood - the consumer can choose.

Sweetgreen only sources from local and organic produce. Local farms near London include Riverford Organic Farms, Woodlands Organic Farms,Pollybell Organic Farms, Longwood Organic Farms

Sweetgreen has all kinds of bases and toppings. Popular toppings include locally sourced spinach, rocket, avocados, carrots, chicken and prawns.

For customers looking for variety with their salad, Sweetgreen also offers wraps, hot tea and frozen yogurt.

4Why this industry?Trends in our target marketNearly half of the population (45%) eat salad primarily as a main meal. Only 1 in 10 adults do not eat salad at allEating out has established itself as a major part of British cultureThe popularity of organic goods has increased in recent yearsOver the past decade, work-time lunch breaks have become increasingly shorter

ALLY

Why this industry? Why we are looking to expand internationally to London, UK

Eating outMENTION that 85% of consumers having eaten out in some form in the last 6 months.

Popularity of organic foodsMENTION that many believe that such products taste better and are healthier.

Work-time lunchMENTION majority of Brits only grab a quick snack for lunchtime or eating at their desk.On-the-go lifestyle.5SWOT analysisCompletely customizableEnvironmentally friendlyHealthy optionEmphasize on-the-goFresh ingredients

EDEN6SWOT analysisOffers only one type of food, making options limitedHigh cost of healthy foodPerception of nothing beingfillingSeasonality

EDEN7SWOT analysisTrends to be more healthyFew direct competitorsSustainability

EDEN8SWOT analysisUnemployment ratesLow consumer spending due to recessionOther competitors

EDEN9PEST analysisPolitical Health regulations Environmental Issues

TechnologicalStrong social media presence for demographicIncrease in mobile/App use

Political Economical Health Regulations Environmental Issues

Disposable Income Seasonality and Weather Issues Unemployment Rates

SocialTechnological Class Structure Lifestyle Trends Buying Patterns Increasing Health and Weight Concerns Strong social media presence for demographic Increase in mobile/App use EDEN10Target segmentationEDEN11Our target MarketAgeGen Y (17-31 years old)

GenderFemale

Socio-Economic Groups A, B, C1Wealthy achievers, urban prosperity, and comfortably off

TOM

To summarize12High 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 moreadventurous 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.

Our target MarketTOM13Customer profile: PSYCHOGRAPHICINTERESTSFirst to be in the know about technologyEmbrace social networking

VALUESHealth-consciousEnvironmentally Friendly / Green

TOM

Health conscious: Growing concern regarding obesity has boosted consumer demand for healthier food products, particularly healthy snack and convenience meals

14Customer profile: PSYCHOGRAPHICExplorerConfident, energetic, challengingFirst to try new brandsConstantly On-The-Go

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

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

TOM

Explorer: Have a need for high levels of engagement when it comes to healthy food options

15Customer profile: BEHaviouralMore 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

TOM

Explorer: Have a need for high levels of engagement when it comes to healthy food options

16Where were openingSloane Square, London

TOM

Those living in the Greater London area had the highest penetration (26.1%) when it came to purchasing organic food.

The typical social class of those living in Sloane Square are A, B, C1.

John Lewis, Zara and All Saints are located in Sloane Square. Pret a manger, EAT, and Paul are also located in Sloane Square.

Only one block away from Sloane Square is other luxury retail stores such as Armani, Prada, &Louis Vutton, that attract customers from the A, B & C1 markets.

17Marketing ObjectivesAchieve a revenue of 400,000 by the end of the year.

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

JACKIE18Promotional ObjectivesDifferentiate brand through its healthiness, environmentalfriendliness and convenienceHave one health tip per day shared with followers on TwitterQuality check to ensure that every ingredient is hormone-free, antibiotic-free and all naturalIncrease retentionCreate 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 yearExpand to 2 stores by the end of the year

JACKIE

Loyalty card members: achieve all 10 salads or sign up for a card19Promotional ObjectivesAchieve customer awarenessIncorporate at least 1 outdoor advertising campaign in the first year

Engage with social mediaAchieve 500 new followers on Twitter within the target market in the first monthAchieve 3,300 follows on Twitter within the first yearCreate at least 3 promotions/interactions on Twitter per week

JACKIE

20Promotional MessageFood that fitsBeing healthy should come with options

To the target audience, SweetGreen is the healthy food choice that provides unlimited salad options with the freshest ingredients.

JACKIE

21Why choose one salad when you can make

EDEN22Integrated communications mix

Pull marketing strategyAVIA ** Talk about how we decided to rebrand the company logo/image23Tube Advertisements

Given the on-the-go nature ofour target audience, a portionof our advertising mix will be in tube stations.

AVIAWith our stores proximity to Sloane Square, we will feature the advertisement on surrounding stops on the District Line (South Kensington, St. James Park, Victoria and Westminster)Advertising on the tube reaches an audience profile which is 74% ABC1.24Moss Advertisements

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

97% of UK Adults see outdoor advertisements weekly.

25Taxi Take overTo continue our on-the-go advertising in the winter months, wewill feature our SweetGreen logo on bright green taxi cabs.

ZACHAdvertisers can reach up to 30 million consumers per week in major weeks by advertising on taxi cabs.81% of ABC1s spontaneously recalled seeing a brand on a taxi.

26Social Media: Twitter

We will use our Twitter tostart the conversation withour followers on healthy andorganic eating and promotelocal sustainability. AVIAFrequent interaction with followersInform followers about upcoming promotions and events.Promote local sustainabilityStart the conversation on healthy and organic eating

27Social Media: Facebook

Our Facebook campaign will feature our seasonal promotions, likeVote for the salad of the season, highlight local sustainability efforts,and encourage customer conversation.AVIAFacebook CampaignPost information on different promotionsVote for salad of the seasonHighlight local sustainability effortsInteract with Facebook friends on new products and toppings offeredEncourage customer conversation on healthy eating

28New years resolution campaignSweetGreen will invite customers to write in erasable marker theirNew Years resolutions on our store windows.

Customers will also be encouraged to write things that SweetGreencan do in the upcoming year to help them achieve their goals.

ZACHFacebook CampaignPost information on different promotionsVote for salad of the seasonHighlight local sustainability effortsInteract with Facebook friends on new products and toppings offeredEncourage customer conversation on healthy eating

29Personal selling

Employees salad of the monthEmployees 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.

ZACHFacebook CampaignPost information on different promotionsVote for salad of the seasonHighlight local sustainability effortsInteract with Facebook friends on new products and toppings offeredEncourage customer conversation on healthy eating

30Sweetgreen appAs part of our direct marketing, we will create a SweetGreen smartphone app.

App allows customer toCheck their loyalty card purchasesPre-order salads in advanced for take away or eat inReceive promotional offers and couponsInform customers of any local sustainability events

AVIAQR code and mobile app: Online system will track customers and their orders.

31Customer Loyalty Card

SweetGreen SundaysLoyalty card members get 15% off their purchase on SundaysAs 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.

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

ZACHQR code and mobile app: Online system will track customers and their orders.

32Partnership with Trees for CitiesSweetGreen 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.

AMANDACost 5 a tree15 per three trees on a busy intersection street

33Media Cost and buyingMEDIADURATIONCOSTTOTALBillboard MossAdvertisements24 weeks200/week x 1048,000Tube Advertisements48 weeks180/week x 2043,200Taxi Take Over Advertisements4 months65/month x 7519,500110,700AMANDA34Scheduling: Gantt chart

AMANDA35Campaign EvaluationObjective: Introduce brand in London to our target marketMeasured by our number of followers on Facebook and Twitter

Objective: Differentiate brand through its healthiness,environmental friendliness and convenienceMeasured by quality check of vegetables for error within 3 standard deviations

Objective: Increase retentionMeasure loyalty card sign ups through online database to gather information about customersEstablish a new store

AMANDA

Move to new branchDecision will be made based off of profits and cost of second chain

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SweetGreen is a place where you can get fun, fashionable food thats both healthy for you and aligned with your values.Simply stated... Food that fits.AMANDA37references"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 2013Green and Ethical Consumer Market Assessment 2012Cooking and Eating Habits Market Report 2012Vegetarianism in the UKMarket Assessment 2009: Diet Foods

38references"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 FemalesAge by Single YearSex"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 2009British Lifestyles - August 2011Vegetarianism in the UK"Women in Londons Economy." Greater London Authority, n.d. Web.

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