Sweetgreen is a fast casual salad restaurant founded in 2007 in Washington D.C. that is expanding to London. The summary outlines Sweetgreen's background, target audience, promotional strategy, and schedule. The target audience is working professionals in London ages 25-45 who value health, sustainability and convenience. The promotional strategy utilizes social media, mobile apps, ads on buses and the tube to increase brand awareness and loyalty. The schedule runs promotions from March to September 2016 to achieve objectives of social media followers and mobile app downloads.

1. Agenda:
o Company
background
o Overview
o Target
audience
o Strategy
o Promotion
schedule
o Questions
Kendal Duncan | Talia Glickman-Simon | Michaela Ragaisis
Jewels Tortorello | Paige Triplett

2.  Founded: 2007 in Washington, D.C.
 Food: delicious, healthy, and transparent
 Category: quick, casual dining
 Core values:
BACKGROUND
win, win, win
create solutions where the company wins, the customer wins, the community wins
think sustainably
make decisions that will last longer than you will
keep it real
cultivate authentic food and relationships
add the sweet touch
create meaningful connections everyday from farm to patron
make an impact
think smarter, work harder, do it together

3. OVERVIEW
MACRO ENVIRONMENT
Political
• Upcoming elections
• Trade, tariff, and tax
regulations
• European law: health and
safety regulations, food
labeling regulations
Economic
• Coming out of the worst
economic recession of 21st
century
• Disposable income
• Business cycle stage-
recovery into prosperity
Social
• Big diet/health concern: U.K.
has the greatest obesity and
eating disorder issues in
Europe
• Work/life balance
• Environmentalism
Technological
• Mobile apps become
customer buying
mechanisms
• Personal advertisements/
communications

4. OVERVIEW
MICRO ENVIRONMENT
Bargaining power of
buyers - Moderate
• Large number of them
but little “financial
muscle”
• Industry is not
essential to
consumers  a
leisure activity that can
be lost in tough
financial times
• Driving customer
loyalty through low
pricing, heavy brand
building
Threat of substitutes- Strong
• Consumers can eat in (cheaper) or
spend money on another leisure
activity
• Increase in snacking/ eating on the
go
Threat of new entrants- Strong
• Low initial costs but industry is run by
major corporations (McDonalds, Yum!)
• Low-margin markets have the threat of
increasing minimum wage
Rivalry- Strong
[small number of multi national
corporations and med. sized brands]
Bargaining power of
suppliers- Moderate
• Quality and on time
delivery of produce is
essential
• Switching costs and
disruption to the
supply chain would
cause issue
• Suppliers have
significant negotiating
power- one supplier
for many restaurants

5. OVERVIEW
INTERNAL ENVIRONMENT
Strengths
• Customer is in control of meal-
customizable salads (thousands of
combos)
• Organic ingredients, guaranteed fresh
(takes advantage of health food trends)
• Heavy focus on the customer and
community (sustainability)
Weaknesses
• Price and availability of
ingredients vary because they are
locally sourced (seasonality
issue)
• Only offer soup and salads
• Unknown brand in the UK
Threats
• Increase in minimum wage could
increase costs drastically
• Heavily competitive lunch market-
Pret, Chop’d, EAT (more well known)
• Fast food chains are starting to offer
healthier options
Opportunities
• Expand menu to include
sandwiches
• Offer house made, brand version
of sides (drinks, dressings,
cocktails)

6. o70% of diners claim they are more likely to
eat a restaurant recognized for its
sustainability
o2/3 of consumers display
a shift in attitude towards
locally sourced
ingredients
OUR CONSUMER TRENDS:
LIKING LOCAL

7. oUK Garden Centre reports an 85% rise in the
sale of superfoods due to “more people
choosing to ‘eat clean’”
oIFIC has found that healthfulness is almost
as important as price as a purchase driver
oAccording to Cobra, the organic market is
projected to experience a slow but steady
growth over the next 5 years
OUR CONSUMER TRENDS:
NUTRITION-FOCUSED

8. oQuick service food
account for 50% of
meals eaten
outside of the
home
OUR CONSUMER TRENDS:
CONVENIENCE
o According to Cobra, demand for easy, quick, and
affordable lunches is increasing, and widespread availability
of money-off vouchers will provide an extra incentive

9. DECISION FLOW IN CHOICE OF
MEDIA
Objectives
Promotional
Budget
Feedback Target Audience
Decide Message
Promotional Mix
Choice of Media

10. TARGET AUDIENCE
People who work in London
4,200,000
Yearly income of £29,000+
(52%)
2,184,000
Yearly income less than
£29,000
Concerned about
eating a well
balanced diet (35%)
267,540
NOT concerned
about eating a well-
balanced diet
(65%)
Generation X (35%)
764,400
Generation Y (20%)
436,800
NOT concerned
about eating a well-
balanced diet
(65%)
Concerned about
eating a well-
balanced diet (35%)
87,360

11. oDemographic:
oWorking age
oLives in London and commutes to
work on tube
oBusy professional and social lives
oValues:
oHealth conscious
oCares about the environment
oFocused on eating organically
oEnjoys leisure time and eating out
A TYPICAL CUSTOMER

12. POSITIONING MAP
High
Price
Healthy
Low
Price
NOT Healthy

13. DECISION FLOW IN CHOICE OF
MEDIA
Objectives
Promotional
Budget
Feedback Target Audience
Decide Message
Promotional Mix
Choice of Media

14. Value proposition:
o convenience
o nutritional
ingredients
o local sourcing
PROMOTIONAL MESSAGE
If you are what you eat,
shouldn’t you know what you’re eating?
#Knowurnutrition

15. SWEETGREEN LOCATIONS
Regent Street-
working class (lunch breaks) and
shoppers (disposable income)
Canary Wharf-
business/finance professionals

16. DECISION FLOW IN CHOICE OF
MEDIA
Objectives
Promotional
Budget
Feedback Target Audience
Decide Message
Promotional Mix
Choice of Media

17. o Social Media
o Achieve 5,000 likes on each Sweetgreen London location’s
Facebook page by 1 April 2016 (end of Year 1) through the
promotion on advertisements and daily posts
o Increase Twitter followers (@sweetgreenuk) by 3,000 followers by 1
April 2016 through the promotion on advertisement and daily posts
PROMOTIONAL OBJECTIVES
o Mobile Application Usage
o 3,000 downloads of Sweetgreen mobile
app by 1 April 2016 (end of Year 1)
through the promotion on advertisements
and social media
o 50% of those who downloaded app
become active users (earning one rewards
salad bowl a month) by 1 April 2016

18. DECISION FLOW IN CHOICE OF
MEDIA
Objectives
Promotional
Budget
Feedback Target Audience
Decide Message
Promotional Mix
Choice of Media

19. PROMOTIONAL BUDGET
TOTAL BUDGET = £678,604
Medium Cost per
Month
Number of
Months
Total Cost
Tube Adverts £3,834 6 months £23,004
Bus Adverts £7,600 6 months £45,600
Escalator Adverts £100,000 6 months £600,000
Guerilla Marketing £2,000 5 months £10,000

20. DECISION FLOW IN CHOICE OF
MEDIA
Objectives
Promotional
Budget
Feedback Target Audience
Decide Message
Promotional Mix
Choice of Media

21. Integrated
Communications Mix
[pull strategy]

22. TUBE AND BUS ADVERTS
If you are what you eat,
shouldn’t you know what you’re eating?

23. TUBE AND BUS ADVERTS

24. TUBE AND BUS ADVERTS

25. GUERILLA MARKETING
Sweetgreen.com

26.  HASHTAG: #knowurnutrition #becometheexpert
 FACEBOOK
 Daily fun fact/picture posts
 Farmer of the month
 Salad of the month- focuses on seasonal veggie or fruit
 Share recipes/salad combinations on Sweetgreen Facebook group
 TWITTER
 Quirky, “punny,” tweets about healthy eating and living
 INSTAGRAM
 Contest: Tag @sweetgreenuk in pictures of your salad,
 whoever gets the most “likes” will win a gift card
 Tag workout buddies and other Sweetgreen lovers
SOCIAL MEDIA

27. FACEBOOK POST

28. MOBILE APP & LOYALTY CARD
Profile
Fitness
Nutrition
Points
Calories
Protein
Fat
Sugar
Vitamins
Check into
the gym on
the app to
earn points

29. SCHEDULE

30. Goal #1: Increase brand awareness
 Measured by:
 Number of likes on Facebook (end of year 1 = 5,000)
 Number of followers on Twitter (end of year 1 = 3,000)
 Traffic brought to Sweetgreen website from our ads
 Track number of consumers brought to Sweetgreen landing page and
bounce rate of these consumers through our ads’ specific links
Goal #2: Increase loyalty to brand
 Measured by:
 Number of Sweetgreen app downloads (end of year 1 = 3,000)
 Number of free salads given (1 free salad means consumer has
been presenting/checking in with app)
EVALUATION TECHNIQUES

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