Avia Bui Amanda Copping Jackie DAquila 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
Think sustainable

PHILOSOPHY

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

WEAKNESSES
Strengths

Threats

Opportunities

SWOT ANALYSIS

Strengths

Weaknesses

Threats
OPPORTUNITIES

Trends to be more healthy Few direct competitors Sustainability

SWOT ANALYSIS

Strengths

Weaknesses

Unemployment rates Low consumer spending due to recession Other competitors

Opportunities
THREATS

PEST ANALYSIS
Political
Health regulations Environmental Issues

Political

Economical Disposable Income Seasonality and Weather Issues Unemployment Rates Technological Technological

Health Regulations Environmental Issues

Social

Class Structure Lifestyle Trends Buying Patterns Increasing Health and Weight Concerns

Strong social media presence demographic Strong social media for Increase in mobile/App use

presence for demographic Increase in mobile/App use

TARGET SEGMENTATION
Londoners: 8.2million

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

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

Male: 1,238,300 (54.1%)

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 WERE 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 YEARS RESOLUTION CAMPAIGN

SweetGreen will invite customers to write in erasable marker their New Years 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
Billboard Moss Advertisements Tube Advertisements

DURATION
24 weeks 48 weeks

COST
200/week x 10 180/week x 20

TOTAL
48,000 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 thats 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.