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What a Bagel Shop Can Teach Us About the Customer Experience


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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.

Published in: Marketing
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What a Bagel Shop Can Teach Us About the Customer Experience

  1. 1. What a Bagel Shop Can Teach Us About the Community Experience Marisa Peacock Mary Beall Adler @gtownbagel #LavaCon2014
  2. 2. What a Bagel Shop Can Teach You About the Community Experience Marisa Peacock AND Mary Beall Adler #LavaCon2014
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. People, Process and Profits Our strategy looked at 3 distinct areas of the business Social (People) Environment (Process) Economic (Profits) #LavaCon2014
  9. 9. 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
  10. 10. Device Statistics Percentage of site users 100.00 75.00 50.00 25.00 0.00 Desktop Mobile Tablet 2010 2011 2012 2013 2014
  11. 11. The Growth of Online Orders Online Sales in Dollars 4000 3000 2000 1000 0 160 120 80 40 0 Average Monthly Online Orders Average Monthly Online Sales 2010 2011 2012 2013 2014
  12. 12. Mobile Website Performance Number of Views/Visits 1400 1050 700 350 0 page views site visits Jan Feb Mar Apr May Jun Jul Aug Sep Oct
  13. 13. 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.
  14. 14. A Healthy Environment Our Goals: Streamline ordering, pick up process Foster healthy, safe and happy work conditions Improve reporting, trend spotting & adjustments #LavaCon2014
  15. 15. 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
  16. 16. The Bottom Line Our Goals: Maintain quality while cutting costs Maximize investments Increase catering, whole sale opportunities #LavaCon2014
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Thanks! Contact us: ! ! Visit us: