Micheal 1

The Acai Bowl Industry

Carly Micheal

Professor Les Harman

Introduction to Marketing

Target Market Project

Micheal 2

Table of Contents

Section A: The Marketing Environment………………………………………………………3

Section A: Competitive Analysis

Competitor #1: Banzai Bowls…………………………………………………………10

Competitor #2: Paradise Bowls……………………………………………………….20

Section C: Time Out…………………….……………………………………………………..30

Section D: Competitor #3: Beachin’ Bowls....………………………………………………..38

List of Works Consulted…………………..……...………………………………………...…48

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Section A: The Marketing Environment

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A1. Industry Potential

Over the last handful of years, the acai bowl industry experienced a lot of growth in the

Southern California area. The industry hit a profit of about half a billion dollars in 2016 alone

and is predicted to reach $2 billion in revenue at the end of the forecast period of 2021 (Article

#6). The CAGR of the Acai berry is expected to grow at a rate of 12.6% from 2017-2025 (Article

#6, #7). Within the smoothie industry, the CAGR is expected to be at 8.6% between 2017 and

2021. The acai berry industry mixed with the smoothie industry creates the acai bowl industry,

acai smoothie bowls topped with granola and fruits and other desirable toppings. Customers

desire fresh and healthier food options and convenient and quick ways to get it (Website #19, PI

#1, 2, 4, 5, 6, 7, CI #1, 3, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20).

Banzai Bowls opened 6 stores since opening their first store in 2009 (Website #1,

Website #17) and Paradise Bowls opened four locations since beginning in 2013 (Website #2,

#28) . Indirect competitor Nekter Juice Bar, most well-known for its juices and cleanses, but also

offers acai bowls and smoothies, opened 100 locations since 2010 (Article #9). The health food

industry is booming and successful and people are responding positively. Checking google maps

of the Orange County Area reveals over 20 different acai bowl restaurants available to choose

from, making it a very popular and competitive industry to enter.

There is an increasing demand for health food options and acai bowls provide that.

According to Forbes, global sales of health foods were said to reach $1 trillion by 2017 (Website

#15). Consumers are willing to pay more for health food, and acai bowls are both healthy and

inexpensive, making it a strong market for people not only in higher socioeconomic classes, but

those in middle and lower as well (Website #19, 21, 22).

Implications: For my business, it is important to understand the potential of growth or decline

occurring within the acai bowl industry. There is always space for new eateries and food stores

in the market, however, that doesn’t mean it’s always smart or going to be a successful opening.

Researching the growth in the acai bowl industry creates understanding on whether it makes

sense to open a new acai bowl place and if there is even any or enough growth occurring in the

industry. Doing more research helps to find out where location would be best, why the industry

is growing and how I can target specific people, groups, and ultimately take advantage of the

desires of customers and growth of the industry. There is a lot of growth occurring in the acai

bowl industry and a high demand for fast-service health foods, so this niche is a good place to

start a business and with the right research, be very successful.

A2. Current Trends in the Industry

As the desire for health foods increased over the years and more research is available

about diets with whole foods, the acai bowl industry has found itself increasing in popularity

(Website #8, 18, 19, 20, 21, 22). Specifically, many new diet fads and food intolerances have

increased and acai bowl’s natural ingredients and gluten free, vegetarian, and vegan options

make these bowls desirable for many (Website #18, Website #8, PI #3, 4, 5, 6, 7, 8. CI #4, 5, 6,

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7, 9, 10, 15, 17, 19, 21). Customers want more options in the health food industry that is tasty

and nutritious for their bodies (Website #18, CI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 13, 15, 17, 19, 21).

The endless options of food items that are available in acai bowls make them a hit for customers.

As people are continuously getting busier they want food options that are quick,

convenient, and healthy (Website #7). Customers want businesses to keep up with their busy

lifestyles and keep up with their lifestyle choices. With all the fast food trends available, health

“fast food” creates an entirely new niche for health food junkies (Website #8, 19, 20, 21, 22, 23,

24).

A trend that is increasingly more important for customer experience is the customizable

aspect of food (Website #4, 8, 18, 19. CI #1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 14, 15, 16, 18, 20).

Customers love to have control over what is going into their food and be able to choose the

option that best fits their body’s needs (Website #8, 18, 19, CI #1, 3, 4, 8, 12, 14). Having control

over what goes in the acai bowl and what toppings are added makes the customers feel like they

are a part of the experience and feel even more satisfied when the bowl tastes good because they

designed it.

Another important trend is the ethical and local sourcing of products (Website #7, #3).

When companies are using whole food products it’s important to customers that they know

where the food is coming from and that it is from business that have ethical practices (CI #1).

Customers are increasingly more concerned with the sourcing of their foods and if it’s locally

and/or ethically sourced, and acai bowls can use this to their advantage.

Customers are obsessed with posting pictures of their food, and if it is delicious and looks

good, it will be on some sort of social media platform for the world to see (Website #1, 2, 3, 4, 5,

6, 7, 11, 12, 16, 18, 19. CI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 13, 14, 15. PI #2, 3, 4, 5, 6, ).

Customers want to see pretty colors and bowls that are completed with care and detail to look

vibrant and delicious. The consistency of the aesthetic of acai bowls is important to the

experiences of the customers.

Implications: As acai bowls continue in popularity and begin to spread across the country,

knowing the trends that are important customers is vital success of the industry. A successful

acai bowl place will have healthy options for all types of people, customizable bowls,

aesthetically pleasing products and ethically and locally sourced products. In the competition

today, it is crucial to keep up with the new desires of customers through.

A3. Acknowledgment of Competitive Factors

The acai bowl industry is becoming an increasingly competitive market. However, the

acai bowl industry is also relatively new to the food service scene, having only become popular

in the last ten years or so years, first becoming popular among surfers as a healthy, energy

boosting meal pre and post surfing (Website #1, 2, 17, 24, 28. Article #3, 8). Two of the major

competitors in the industry to day are Banzai Bowls and Paradise Bowls. The market for acai

bowls is extremely popular in Southern California but has just begun spreading out of the beach

goers niche. It is spreading by word of mouth as well as through bloggers who are raving about

the delicious acai bowls spreading through southern California (Website #8).

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While there are two primary competitors in the industry, there are many other direct

competitors fighting for the spotlight as well. Some of these include Juju bar, Bowl of Heaven,

Blue Bowls, Sambazon and Amen Acai. While these are all noteworthy, two of the most popular

are Banzai Bowls and Paradise Bowls. Banzai bowl casts a shadow on other acai bowl places

because of their early entrance and quick popularity in the acai industry.

Indirect competitors exist in every type of business. Health food has become a new niche

in society since consumers are more focused on “wellcare” and understanding their bodies

(Article #8). Some indirect competitors include Nekter Juice Bar, Jans Health Bar, Jamaba Juice,

Starbucks, Milk and Honey, Juice It Up. Grocery stores such as Trader Joes and Whole foods are

even entering the acai bowl industry, selling frozen acai packets to make at home (Website #9).

Implications: Entering into a growing market is exciting and energizing, however, it is also

challenging because of the numerous competitors who recently entered the market or who have

already been successful in the acai bowl market. Understanding what competition is out there

and how will affect new possible shops is important to create an acai store that is set apart and

offers something that others do not. It also is vital to do research and spend time getting to know

the market and customers, so a new acai bowl place can enter the competition successfully.

A4. Acknowledgement of Technological Factors

Technology is an inescapable part of businesses and especially in the food industry.

Technology is necessary to multiple different aspects of acai bowl places. The acai bowl industry

needs to keep up with the technology of today to continue being successful and desirable.

The ability to provide food for the customer depends on technology such as an

ordering/cash register system to take the order and write notes the customer may need. Acai

places also need refrigeration to keep food from spoiling. Blenders are probably one of the most

important technological factors of acai bowl restaurants as they create the delicious smoothie

blend of acai and other fruits and veggies (PI #3, 4, 5, 6). Without a high-quality blender, the

texture of acai bowls could be chunky or inconsistent at best and not provide customers with a

positive eating experience.

Other important technological factors in acai bowl shops including cash registers for the

customers to pay through and numerous payment options such as apple pay and google wallet,

since customers are becoming increasingly dependent on digital wallets (Website #10). Also,

phone systems for call in orders so customers don’t have to wait in line and can pick up their

order quickly and leave. Music and speaker systems are important to help create a friendly and

positive atmosphere, as well as television to provide entertainment while customers are waiting

for their orders (PI# 3, 4, 5, 8, 10, 12)

Additionally, acai bowl restaurants must have websites with current and accurate

information that provide locations, hours, menus, and more. Customers find it increasingly

important to look at the websites and menus to know what restaurants offer to eat before they

even get to the store (CI #1, 2, 4, 7, 11). Because of this, websites need to be aesthetically

pleasing and inviting and easy to navigate for customers.

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Social Media plays a big role in the furthering of acai bowl restaurants. Acai bowls are aesthetic,

social, and healthy, three things that are important for people in their social media experiences

(CI#1, 2, 3, 4, 5, 6, 7, 9, 10, 13, 15). Both Banzai and Paradise Bowls post pictures that

customers post or send in on the company Instagram which gives people a feeling of

empowerment and belonging within the acai bowl community (Website #11, 12, 16).

Implications: Technological factors in the food industry play a crucial role in the success of a

restaurant. It is vital to take advantage of the technological aspects and digital parts of a company

to be successful and a true competitor within the industry. Social media will be important to

build relationships with customers and promote the business. For my third business, I will

maximize the success of my company by utilizing technology in-store as well as through media

and digital marketing. The use of technology and keeping up with new advancements will

provide the ability to maintain customer expectations.

Acknowledgment of Political/Legal Factors

In the food industry, there are many political and legal issues that impact the restaurant

and how it is run. The company must take caution to ensure safety of employees and customers,

so they can protect their business.

Allergies and incorrect listing of ingredients is one place that can get messy. Customers

expect restaurants to be able to meet their allergy needs and not have any cross-contamination

(PI# 1, 3, 4, 5, 6, 8, 9, 10, 13. CI#5, 6, 7, 8, 9, 10, 11, 17, 19, 20). Inability to do this could be

dangerous to the customer and ultimately a downfall of the business. Along with allergies, many

customers also have specific dietary choices they have made, like being vegan or vegetarian. Not

being truthful with ingredients or failing to meet their standards can be harmful for the business.

Another political/legal factor is the possibility of someone getting hurt. An employee or a

customer could slip on fallen food, a spilled drink or on a recently mopped floor. Businesses

must be sure to take care of spills quickly and clearly mark wet areas in their restaurant.

Ethical food sourcing is becoming an increasingly important topic for customers and an

inability to meet these standards could lead to a decline in customers as well as harm towards the

business because of their buying practices that support unethical labor (Website #7, CI #1, 2, 3,

4, 5, 6, 7, 8, 9, 10, 17, 18, 20, 21). It is important to consider this as many people are passionate

about taking care of people.

Cleanliness is a huge factor in the restaurant business. If a restaurant is not clean and does

not meet the standards of USDA Food and Safety Services when inspected, they can be shut

down (Website #14). Therefore, acai bowl places must take care to keep their workspace,

restaurant and bathrooms clean for the health of customers and the continuation of their business.

Unfair employee treatment can lead to lawsuits of the business. The government is strict

on how employees are to be treated and the bare minimum of what they must receive from a

business like sick days, holidays, working over-time, minimum wage, and tips (Website #13).

Implications: Unawareness of political and legal factors can lead to the termination of a

business. It’s crucial to understand the ways a business could be sued or could face serious

challenges because of things that could have been prevented. Understanding of the different laws

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that going into starting an acai bowl place will be important to follow them. Training employees

on these laws and regulations will also help prevent mistakes and accidents both behind the

register and in the store.

Acknowledgment of Social/Cultural Factors

There are a lot of new hot topics trending in our society and especially in the local culture

of Orange County. The social aspect of acai bowls is big. People love to have a cool and

refreshing smoothie bowl when at the beach with friends on a hot day. They also love it after

morning surf sessions, post workout, and anytime spent with friends (CI #1, 2, 3, 4, 7, 9, 10, 11,

12, 13, 14, 15 PI #3, 4, 5). The social aspect of acai bowls is great and important because people

thrive off getting meals with friends.

People, specifically young women, love to share with the world what they are eating and

talk about the new healthy ways they are eating (CI #3, 4, 5, 6, 7, 8, 9, 10, 12, 13, 14, 15, 17, 19,

20). Acai bowls are nutritious, aesthetic, and delicious. For people who desire to promote their

wellness living and encourage others on the healthy eating journey, acai bowls are a great fit for

the Instagram or blog.

Environmental friendliness is an important part of businesses, especially those in the to-

go/fast service food industry. Acai bowls are placed in a bowl made of plastic or cardboard or

durable paper and eating with a spoon. People love when companies use environmentally

friendly containers and utensils and promote their support of taking care of the environment (CI

#1, 2, 7, 8, 9, 10, 18, 19, 21). For some customers, environmentally friendliness in a restaurant is

a deal breaker. One example is that when you dine in at Banzai Bowls, they give your order in a

porcelain bowl and metal utensil to be reused and washed (cite me).

Healthy eating and awareness of different food intolerances/allergies has blown up in the

last handful of years. Acai bowls are filled with fruits and veggies and healthy toppings like

peanut butter, granola, fruit, and more. The ability to eat food that’s vegan friendly or gluten-free

is not only desirable from customers but expected and, at times, demanded (CI #3, 4, 5, 6, 7, 8,

PI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10). Providing available options to the constant changing diets of

customers is vital to the success of an acai bowl place.

Variety is a big part of social desire. People want to have as many options as possible and

they want to be able to choose what they want (CI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 14, 15, 17,

18, 19, 21). Giving customers the ability to choose what goes into their smoothies as well as

providing a plethora of options makes customers excited to go and make their own acai bowl

creations (PI #1, 2, 4, 5, 6, 7, 8, 9, 10).

Implications: Knowing the social climate of the location my third business will be is helpful

when moving forward to provide customers with what they want and need from day one.

Continuing to provide bowls in the early mornings for surfers and be prepared to have more

workers in the summer months when the shop is booming is going to be important when starting

my business, especially since it is opening in the summer months. Continuing to make acai

bowls look aesthetically pleasing will keep drawing customers in and provide free promoting of

the business through social media. It will be important to have environmentally friendly

containers and utensils ass many customers will find it not a desire but a need for their

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experience. Continuing to provide healthy options, not adding processed foods, and creating

more available topping and smoothie additions will increase customer satisfaction and make

people more content with their experience.

Consumer Behavior Factors

1. Speed of service (CI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)

2. Correct Order (CI #3, 4, 5, 6, 7, 8, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21)

3. Quality (CI #1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15, 17, 18, 19, 21)

4. Aesthetic (CI #3, 4, 5, 6, 7, 9, 10, 12, 14, 15, 17, 20, 21)

5. Customer Service (CI # 2, 3, 4, 5, 6, 7, 8, 15, 16, 17, 18, 19)

6. Consistent (CI# 1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

7. Quantity (CI#3, 4, 5, 6, 7, 9, 10, 11, 12, 15)

8. Healthy Food (CI#1, 2, 3, 5, 8, 17, 18, 19, 20, 21)

9. Atmosphere (CI# 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

10. Customizable (CI#1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11)

11. Granola (CI#3, 4, 7, 9, 10, 18, 20)

12. Parking (CI#1, 2, 5, 6, 7, 8, 12, 13, 14, 15)

13. Seating (CI#5, 6, 7, 9, 10, 11, 15, 16, 17, 18, 19, 20, 21)

14. Price (CI#3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21)

15. Location (CI#1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 12, 14, 16, 19, 20)

16. Freshness of Product (CI#1, 3, 4, 7, 12, 13, 14, 15, 16, 17, 19, 20)

Implications: Understanding why customers buy what they buy, not just that they buy it but

understanding what effects their buying is crucial to the success of my third business. Knowing

the desires of the customers and what things are turn offs for them will be helpful in making my

third business run smoothly and creating a peaceful and easy atmosphere for customers to enter.

It will be very important that in my third business we are extremely quick in our speed of

service, not allowing or excessive amounts of wait time. Also, I will need to make sure the order

is correct and that the ingredients being served are quality and worth what customers are paying

for. It will be vital to make sure the bowls are pretty, to improve customer experience, and to

also train employees on top notch customer services so customers feel satisfied with their order

not just because of the food but because of the relational aspect as well.

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B. Competitive Analysis

Banzai Bowls

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B1. Positioning Maps

Banzai Bowls Paradise Bowls

Jans Health Bar Nekter Juice Bar

Why? I placed Banzai Bowls (blue) where I did along the horizontal line because they offer a

customizable aspect to their bowls, meaning you can pick a bowl form the menu and change it

according to your desires and needs. Banzai is not a completely customizable place, so it isn’t on

the far right of the map. It was placed at the bottom of the vertical line because the wait time at

Banzai Bowls is consistently really long (CI#1, 2, 3, 4, 5, 6, 7, 8, 13 14, 15). Even when there is

a lull it takes the employees a while to make the orders. They only have one blender (PI# 5, 13)

which is tough especially during rush hour. Customer’s cannot have a fast experience getting

their bowls, however, each banzai bowl is made to order.

Fast Service

Long wait time

Customizable Only menu

options

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Banzai Bowls Paradise Bowls

Jans Health Bar Nekter Juice Bar

Why? I placed Banzai Bowls on the horizontal line because they give large amounts of quantity

for each serving they sell. Unlike other competitors, the amount of acai is dense, and they

provide a lot of granola and toppings, which customers thoroughly appreciate (CI# 1, 2, 5, 7, 14,

15). I placed Banzai where I did on the vertical line because the parking a Banzai Bowls is

horrendous. It’s in a small chopping center and there are maybe 30 spaces for the 10 shops that

are in there. This is a huge complaint of customers, especially during rush hours (after school and

during the summer) when people want an acai bowl but cannot get one because there is no

parking.

Lots of Parking

Lack of Parking

Big Quantity

served Not a lot

served

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B2. Primary Target Market Analysis

1. Primary Geographic is ranked first because Banzai Bowls is in a busy shopping center,

near other busy shopping centers and popular places people like to go to eat. It is also

located just down the street from a middle school and high school as well as

neighborhoods.

Why? Customers enjoy going to Banzai because it is convenient to go to afterschool or

for a quick bite to eat with the family (CI #3, 4, 5, 6, 7, 8). Banzai is located on busy 17th

street in the middle of a corner shopping center which makes it easy to access without

needing a bunch of directions. Banzai is also in walking distance from the middle school

and high school, and a short driving distance from the local colleges, as well as a short

drive from the beach, which many students appreciate and is a main reason they choose

Banzai (CI # 1, 2, 5, 6, 7, 12, 13, 14, 15). Banzai is also within close walking and driving

distance for families living in the area, making it a great place for an afterschool bite or a

special family lunch treat.

2. Primary Psychographic is ranked second because Banzai seeks to encourage people to

live an active lifestyle and to nourish your body well.

Why? Many people in the Orange County area are very into fitness and health and living

active lifestyles. Specifically, on their walls, Banzai shows different pictures of athletes

and surfers and skaters who support Banzai and talk about their experience of Banzai

being a perfect post workout meal (Website #1, 17). Customers like Banzai bowls are a

great way to nourish and replenish your body after a workout or surfing/skating session

(CI# 1, 2, 3, 7. PI#1, 2, 3, 4, 5). Since working out and eating right is important to many

people in the Newport Beach/Costa Mesa area, Banzai caters well to all types of people,

from moms who work out, to fitness fanatics, to morning surfers and regular skaters (PI

#3, 4, 5, 6, 7).

3. Primary Benefits is ranked third because Banzai provides customers with healthy food

that is aesthetically pleasing and provides a good quantity with the servings provided.

Why? Customers desire delicious health food (CI #1, 2, 3, 4, 5, 6, 7, 8, 12, 15).

Aesthetically pleasing food is all the rave in the world of social media and is increasingly

important that food looks good for customers- in fact, they seek out places that are both

delicious and pretty (CI# 3, 4, 5, 7, 8, 12, 13, 14, 15). Also, the amount customers are

served is a big reason many people remain loyal to Banzai, because they serve heaping

amounts of acai, compared to other companies who serve small portions (CI# 3, 4, 7, 8,

12, 13, 14, 15).

4. Primary Demographic is ranked fourth because Banzai has a wide-ranging demographic

from kids, to high school and college students to families and older adults.

Why? Banzai caters to a diverse group of people both in age, socioeconomically and

race. Banzai is in a great destination for all types of people but doesn’t cater necessarily

to one primary demographic type. They do, however, cater more towards athletes and the

atmosphere is more geared towards younger customers (PI #3, 4, 5). Overall, Banzai

reaches many people because of it’s healthy options and open environment.

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B3. Customer Experience and Strategy Analysis

Overall Customer Experience Objective:

Banzai Bowl’s objective is to offer an environment that is casual and inviting, one that caters to

the needs of it’s customers and offers a place with the best quality acai bowls and the ability to

customize your bowl however you want it (Website #1)

Product Strategies:

Banzai offers this casual and inviting atmosphere by the island music (PI #3, 4, 5), casual staff

(CI #3, 4, 7, 8, 12, 13, 14, 15) and the different surfing and skater videos playing on their

televisions (PI #13). This occurs through the standard set for the employees, to create an

atmosphere that is “chill” and inviting and laid back for the customers to experience. Banzai also

offers customers with the ability to change their acai bowl orders however they want (PI# 3, 4,

5), so customers can have their specific needs met whether for dietary issues or for post-workout

replenishment. Employees are trained to make each acai bowl from scratch, made to order

specific to the customers wants and needs (PI #3, 4, 5). If an employee makes a mistake, the staff

will remake the entire bowl for the customer to ensure the customer gets the best possibly service

and exactly what they asked for (PI #3, 4, 5). Banzai works to make sure that customers have a

great experience.

Strengths:

• Customizable (CI #1, 2, 3, 4, 5, 6, 7, 8, 12, 13)

• Convenient location (CI #1, 2, 5, 6, 7, 12, 13, 14)

• Casual, beachy atmosphere (CI # 3, 4, 5, 6, 7)

• Quantity of food (CI #1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

Weaknesses:

• Parking (CI # 1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

• Wait Time (CI# 1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

• Cleanliness (CI# 1, 2, 7, 8)

• Pricing (CI# 1, 2, 5, 6, 7, 8, 12, 13)

• Noise level (CI# 1, 2, 3, 7, 12, 13)

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B4. Pricing Analysis & Strategies

Price Objective:

Banzai’s pricing is in the middle spectrum of meeting the competition. The prices set within the

industry are comparable, as most acai places are usually around the same price. Banzai has made

it so customers do not need to pay an excessive amount for their acai bowls. You could pay

upwards to $11 to $15 for an acai bowl at some smaller, less known acai bowl places, or

especially at restaurants which do not specialize in making acai bowls. However, since most of

the time people are buying acai bowls from an actual acai place, the prices of non-acai focused

restaurants are excluded from the industry average. Although, Banzai does charge a significant

amount for additional toppings and substitution of ingredients which can increase the price of

bowls rapidly.

Pricing Strategies: Where Banzai sits within the competition, they are not distinctly set apart by

their pricing. In fact, adding extra toppings and ingredients or substituting ingredients can make

an acai bowl from Banzai cost significantly more than $7.50. Instead, Banzai focuses on the

quality and quantity of their ingredients (Website #1, 17. PI #3, 4, 5). The strategy of pricing

Banzai is so people know that they are paying good money for the quality food they are

purchasing. If they were to make the acai bowls cheaper, they may not be able to make sufficient

funds since most of their ingredients are fruits and veggies which are perishable, and each order

is made to order, not made in advance. Customers do wish that Banzai was priced a little bit

cheaper, especially when it comes to toppings (CI #1, 3, 5, 6, 8, 12, 13, 14, 15), but they still

think it is totally worth it to buy Banzai Bowls at the price it is now, and would even go as far as

to buy Banzai even if it costed $2 more (CI# 3, 4, 5, 6, 7, 8, 12, 14). Priced too high and the acai

bowls would not be as popular of a place, and if priced too low people would question the

integrity of the ingredients.

Strengths:

• Higher prices but customers know it’s good quality (CI #3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

• There is a good quantity given for the price (CI #3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

• Made to order (CI# 1, 2, 7, 8, 12, 13, 14)

• Freshness (CI# 3, 4, 7, 8, 12, 13)

Weaknesses:

• Pricing does deter some customers from going to Banzai, or going more frequently (CI#

1, 2, 5, 6, 8, 12, 13, 15)

Banzai Bowls Paradise Bowls Industry Average

Acai Bowl $7.50 $8.75 $6.25-$11

Smoothies $6.50 $6.45 $6.00-$7

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• Customers do not respond well to upward price changes (CI #1, 2, 8, 12, 13, 15)

• Smoothies are only a dollar less than bowls and have way less in them (PI# 13)

• Substituting an item in a bowl costs a lot of money (PI# 13)

B5. Place Objective and Strategy Analysis

Place Objective:

Banzai’s place objective is located close to their market of families and students. It is on 17th

street in Costa Mesa, a middle-class city with a median income of about $66,000, 69% of the

population is white (Website #25).

Place Strategies:

Banzai Bowls strategically placed itself at the crossroads of 17th Street and Irvine Avenue in

Costa Mesa which is heavily trafficked by both drivers, walkers, runners and bikers. Banzai is

less than half a mile from the local high school and middle school and elementary school, giving

ease of access to the younger generations who go there after school (CI # 7, 12, 13, 14, 15).

Banzai is also close to the local skate parks and about 3 miles from the beach. Banzai Bowls

borders a huge neighborhood in the streets of Costa Mesa, giving a very convenient location for

Micheal 17

families to walk or drive to in a short amount of time. Banzai is located on a busy street in a

shopping center that is next to two other shopping centers. While this creates competition of

places to eat, it does offer a lot of foot traffic and car traffic, so people are aware of Banzai and

see it during the busiest hours.

Banzai provides phone-in ordering for customers who are on the go and need to pick up their

bowl without waiting around in the store for their order to be completed (CI# 4, 5, 7, 11, 12, 13,

14). This is helpful for both families, athletes and students alike because these groups are usually

on a time crunch or need to save time for all the things they need to get done, so this is very

helpful (CI# 1, 2, 4, 7). Banzai allows the use of the third-party delivery system, Door dash

(Website #16), to make it easier and more accessible to get their products.

Strengths:

• Near families and college students (CI# 1, 2, 5, 6, 7)

• Close to many fitness gyms (PI# 13)

• Located on a busy corner/street

• Has phone orders (PI# 3, 4, 5, 6, 13)

• Allows for use of door dash (Website #16)

Weaknesses:

• Parking (CI# 1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

• Crowded space (CI# 1, 2, 3, 4, 5, 6, 7, 8)

• Not easy to spot right away from the street (CI# 1, 2, 3, 4, 8)

B6. Non-Digital Promotion Objectives Analysis & Strategy Examples

Non-Digital Promotion Objective:

Banzai Bowl’s non-digital promotion strategy is to stimulate demand through word of mouth,

explaining the wonderful experiences of loyal customers, their location (near a school and in a

busy shopping center on a heavily trafficked street) and making their atmosphere casual and

beachy.

Promotion Strategy:

A. New Acquisition Strategies: Banzai’s strategies to generate more first-time customers is

by placing their stores in locations that are heavily trafficked and near the beach (Website

#1, 17). Their logo is very distinct. Banzai depends heavily upon word of mouth and

other people’s experiences, as well as location. Many new customers find out about

Banzai Bowls through peers at school, friends, and because they see it as they are driving

to the beach or to run errands (CI# 1, 2, 3, 4, 5, 6, 7). Banzai is extremely well known in

Micheal 18

the beach cities of Orange County. Banzai also reaches out to the community to cater and

be a presence at different school and sporting events which gives them a positive image

and provides more publicity (PI #5, 6). Banzai also relies on celebrity surfers/athletes for

endorsement, as many athletes love their bowls and thus encourage people to go there

(Website #1). Banzai also offers a rainy day special, which you can get a free coffee with

any purchase (Website #11).

B. Existing Customer Strategies: There are not a lot of ways that Banzai is creating a

space to keep their loyal customers or reward them. However, they do consistently

provide delicious smoothie bowls made of great quality (CI# 3, 4, 5, 6, 7). They also

continue to open new stores in different locations so more of their loyal customers do not

need to drive out of the way to get a Banzai Bowl, especially if they are at the beach or in

a different city (Website #1, 17). They continue to meet the desires of the customers and

have added things that the customers want such as phone orders, new locations, and

fulfilling customers customized orders (Website #1, 16, 17)

Analysis:

Strengths:

1. Location (CI# 1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15)

2. Great food (CI# 1, 2, 3, 4, 5, 6, 7, 8)

3. Cater at big events (Website #16)

4. Strong Community loyalty (PI# 5, 6)

5. Word of mouth

Weaknesses:

1. Doesn’t try to increase awareness in new ways (PI# 3, 4, 5, 6)

2. Not really any promotions (Website #11)

3. Lack of advertising (PI #13)

4. No perks for existing/loyal customers (PI # 3, 4, 5, 6)

B7. Digital Promotion Objectives Analysis & Strategy Examples

Promotion Objective:

Banzai Bowls digital promotional objective is to stimulate demand through creating an

aesthetically pleasing and informative social media base through providing different bowl

options and pictures of the bowls in cool places. They also use digital promotions to evoke

customer behavior to go to their stores and try out the new locations they have. They desire to

increase awareness and reveal the heart behind their company.

Micheal 19

Promotion Strategy:

A. New Acquisition Strategy: Banzai uses their social media platform (Instagram,

Facebook, etc) to provide a place to reach out to new customers and show them what

their bowls are all about and why everyone is talking about them (Website #11). It also

gives Banzai a great image because their bowls and pictures are always very aesthetically

pleasing (CI# 1, 2, 3, 4, 5, 6, 7, 8, 12, 13, 14, 15. PI# 3, 4, 5, 6, 13). Banzai also has a

website that allows new customers to see what bowl/smoothie options are offered, the

story behind their product, the team, and different customer experiences (Website #1).

Yelp and TripAdviser are also hugely helpful as these are ways to provide the new

customers a way to understand Banzai Bowls before stepping into their stores (Website

#16).

B. Existing Customer Strategies: Banzai uses social media to continue encouraging their

existing customers to come and buy bowls. It also reminds customers when they have

their rainy-day specials and other events and promotions they have (Website #11). Banzai

is creating a newsletter that customers can sign up for, so they can be more apart of the

Banzai family and stay up to date with all that’s going on like events and new promotions

(Website #1). All the photos posted on social media are high quality and beachy and

aesthetically pleasing (PI# 13). They also repost images that customers have posted to

make customers feel like they are a part of the company (Website # 11).

Analysis

Strengths:

1. Aesthetic social media platform (CI#1, 2, 3, 4, 5, 6, 7. PI# 3, 4, 5, 6, 13)

2. Creating new ways to reach out to customers (ie newsletters)

3. Good reviews (Website #16)

4. Clean looking website (Website #1, PI# 13)

5. Consistent posting on social media (Website #11)

Weaknesses:

1. Website has been worked on for a while and certain aspects don’t work (PI# 13)

2. If the customers are not searching for banzai, they are not likely to come across the

website/accounts

3. Not an interactive menu on the website (can’t see ingredients of each bowl)

Micheal 20

B. Competitive Analysis

Paradise Bowls

Micheal 21

B1. Positioning Maps

Banzai Bowls Paradise Bowls

Jans Health Bar Nekter Juice Bar

Why? I placed Paradise Bowls (orange) along the horizontal line where I did because it is

relatively customizable. It offers a full menu of different bowl types but lends way to customers

picking and choosing things that are added or not added to the bowls. The customizability is vital

to customers (CI#9, 10, 11, 17, 18, 19, 10, 21) as they appreciate being able to make their own

creation or fit their dietary needs. I place it where it did alone the vertical line because the wait

time for Paradise Bowls is not so great. It is fast than competitor one, however, many customers

still complain that the wait time is too long for a simple smoothie bowl (CI #9, 10, 17, 18, 19, 20.

PI# 8, 9, 10, 11).

Fast Service

Long wait time

Customizable Only menu

options

Micheal 22

Banzai Bowls Paradise Bowls

Jans Health Bar Nekter Juice Bar

Why? I placed Paradise Bowls (orange) where I did along the horizontal line because they offer

a decent quantity for their sizes and prices. Unlike competitor #1, they have three different size

options, however, the sizes are not super accurate and can sometimes lack in the quantity of

smoothie (CI# 9, 10, 11). Paradise was placed where it is on the vertical line because they have

parking that is not too bad. There are available spaces, however, for convenience, most of the

close parking spots are taken since it is next to a grocery store, so it is hard to get your bowl

quickly and leave.

Lots of Parking

Lack of Parking

Big Quantity

served Not a lot

served

Micheal 23

B2. Primary Target Market Analysis

5. Primary Geographic is ranked first because Paradise Bowls is located within walking

distance from a local elementary school, middle school, high school, church,

neighborhoods and is a short distance off the freeway. This is beneficial to their success

because people who are closer to it are the main customers at this location.

Why? The geographic location of Paradise Bowls is a big factor in their success as a

business. While it is in a quieter shopping center that is separate from the main streets of

Newport Beach, it is a go to after school snack and a favorite of many of the high

schoolers (CI#17, 20. PI# 8, 9, 10, 11, 16, 19, 20). This location is nice because it’s close

to the freeway, so customers can get a bowl to go without having to go super out of the

way. Paradise Bowls is easily accessible for many families because the shopping center is

in the middle of a neighborhood. It also is great for the business people in the area as it is

a quick place to grab food (PI #8, 9, 10, 11, 12 CI #9, 10, 11, 15, 16, 17, 18, 19, 20, 21)

6. Primary Demographic is ranked second because it targets all kinds of people, but

specifically those who are students and families.

Why? Paradise Bowls is focused on reaching the community around them and utilizing

the schools and neighborhood to do it (PI#8, 9, 10, 11, 12) They’re involved in the school

events and try to promote towards the different schools to get customers. They also reach

out to local businesses to attract the busy employees who need a quick lunch break (PI#

8, 9, 10, 11, 12)

7. Primary Psychographic is ranked third because Paradise Bowls is focused on family

friendly environments and healthy, active lifestyles.

Why? Paradise Bowls really wants the experience to be comfortable and homey for the

customers who are going to their shops (Website #2). They provide an easy atmosphere

(CI# 9, 10, 11, 16, 17, 18, 19, 20). They also provide customizability of their bowls

which is important to customers who are living an active lifestyle and have different

needs, as well as those who eat a certain way because of the way they were raised (CI# 9,

10, 11, 15, 16, 18, 19, 21. PI# 8, 9, 10, 11).

8. Primary Benefits is ranked fourth because Paradise bowls offers three different bowl

sizes and is a little bit quieter and out of the way of hustle and bustle.

Why? Paradise isn’t totally separate from any other acai bowl place, but it does offer

three different sizes where most acai bowl places only offer one or two sizes. Many

customers appreciate this because they can order based on how hungry or not hungry they

are and can get a bigger size to save for later (CI# 9, 10, 11, 16, 17, 18, 19. PI #8, 9, 10,

11, 12). It also is a more peaceful setting since it is in a neighborhood, so even during the

rush hour one can sit outside and not feel stressed by intense wait lines or the crowded,

noisy store.

Micheal 24

B3. Customer Experience and Strategy Analysis

Overall Customer Experience Objective:

Paradise Bowls’ goal is to provide a casual atmosphere that can feel like a home to customers,

and to provide the best options for people with healthy and active lifestyles (Website #2).

Product Strategies:

A family friendly atmosphere that is inviting to all is very important to customers (Website #2,

#16, CI# 9, 10, 11, 15, 16, 17, 20. PI #8, 9, 10, 11, 12). Paradise Bowls focuses on this desire by

making the environment casual and easy to be in with good customer service to meet you with a

smile. To accomplish this family rich atmosphere, they are constantly reaching out to the greater

community of schools and neighborhoods around them (PI# 8, 9, 10, 11), as well as training

employees to be kind and inviting to everyone who comes into their store (PI# 8, 9, 10, 11). They

encourage a strong team dynamic and encourage eating bowls to socialize and be with people

(Website #2, PI# 8, 9, 10, 11).

Paradise Bowls is also focused on having different bowl sizes, which helps set them apart from

it’s competitors. Most acai places have only one, maybe two sizing options that are either too

significant in difference, or not a big difference at all (CI# 9, 10, 11, 16, 17, 18, 19). Paradise

bowls has three distinct bowl sizes, Small (16 oz), Medium (24 oz) and Large (32 oz) (Website

#2, #16, PI# 13). This appeals to all customers because people can order a size depending on

their hunger levels, or order to save some of their bowl for later (CI# 9, 10, 11, 19, 20, 21).

Strengths:

• Variety of Toppings (CI#8, 9, 10, 16, 17, 19, 20. PI# 9, 10, 11, 12)

• Diet-friendly (CI #17, 18, 19, 20)

• Friendly customer service (CI# 8, 9, 10, 16, 17, 19)

• Cleanliness (CI #17, 19, 20. PI #13)

Weaknesses:

• Speed of service (CI# 8, 9, 10, 16, 17, 18, 19, 20)

• Lack of indoor Seating (CI #8, 9, 10)

• Slow phone orders (CI# 17, 19, 20)

• Small indoor space (CI#8, 9, 10)

• Sharing outdoor seating with surrounding restaurants (PI# 13)

• Decorations

• Lack of customizability (CI# 8, 9, 10, 17, 19, 20)

Micheal 25

B4. Pricing Analysis & Strategies

Price Objective:

Paradise’s pricing objective is in the middle/higher end of meeting the competition. The prices

are within the industry average and slightly higher than that of their competition, however, they

offer more sizes, which affects the bowl pricing. Paradise bowls doesn’t distinguish themselves

from most other competitors, they just focus on a family friendly environment and the multiple

options for bowl sizes.

Pricing Strategies:

Paradise fits in the industry average so they are not setting themselves apart through price of

bowls. They do charge a slightly higher price for acai bowls than their competitor does. This can

give the bowls offered at their stores an image of higher quality and better quantity than that of

their competitor. This higher price creates more value for Paradise Bowls, drawing customers in

because they desire the best and freshest ingredients (CI# 9, 10, 11, 16, 19, 20, 21). Lower prices

are of course important to customers, but they are willing to pay a little bit more for the quality

they are receiving (CI# 9, 10, 11). Plus, most of the customers they are catering too are either

families, where parents are purchasing the bowls for the kids, or business people who are making

a steady income and want a cheap place to grab lunch (CI# 9, 10, 11, 15, 16, 17, 18, 19, 20 PI# 8,

9, 10, 11). Paradise Bowls, like Banzai Bowls, can go upward in cost when additional toppings

are added, quickly changing the meal from cheap to pricey.

Strengths:

• Made to order (CI# 8, 9, 10, 16, 17, 20)

• Fresh (CI# 8, 9, 10, 18, 19)

• Different Bowl Options (CI# 8, 9, 10, 16, 17, 19, 20)

• Quality of the food (CI# 17, 18, 19, 20)

Weaknesses:

• More expensive than competitors

• Not customizable

• Smoothies are barely cheaper than bowls and do not have as much in/on them

Banzai Bowls Paradise Bowls Industry Average

Acai Bowl $7.50 $8.75 $6.25-$11

Smoothies $6.50 $6.45 $6.00-$7

Micheal 26

B5. Place Objective and Strategy Analysis

Place Objective:

Paradise’s place objective is to be accessible to surrounding families, schools and businesses (PI

#8, 9, 10, 11, 12). Paradise Bowls is in the wealthy city of Newport Beach, where the average

salary of people in Newport beach is about $89,000 and 78.3% of the Newport Beach population

is white (Website #26)

Place Strategies:

Paradise Bowls is on Eastbluff Drive, a street that intersects Jamboree in Newport Beach. It is in

a shopping center nearby a couple other food places, as well as a grocery store and CVS

Pharmacy. The placement is not the main reason for their success, however it is helpful because

of it’s convenience for customers in the surrounding area (PI# 8, 9, 10, 11, 17, 19, 20). Paradise

is less than a mile from the local elementary school, middle school, high school, and popular

Catholic church. This location is great for their target market of families and students. The

disadvantage of this location is that it is somewhat hidden and out of the way of the more popular

parts of Newport Beach and Corona del Mar, so many people would not drive out of their way to

get a Paradise Bowl because their may be other acai places available (CI#3, 4, 5, 6, 9, 10, 11, 16,

19, 21).

Paradise also offers phone orders which is helpful for the surrounding community of families

who may not want to bring all their kids and then wait 20 or more minutes for their entire

family’s orders to be completed (CI# 17, 18, 19, 20). The phone orders also allow students who

are on the go to call in their order and pick it up on their way home from school or practice,

making their lives more convenient (CI#17, 18, 19, 20).

Micheal 27

Strengths:

• Decent parking (CI# 8, 9, 10, 18, 19, 20)

• Near neighborhood and schools and church

• Phone orders (Website #2, 16)

• Within walking distance of their main customers

Weaknesses:

• No use of delivery systems

• Out of the way of busy streets

• Location doesn’t offer a lot of space/seating (CI# 8, 9, 10, 11, 17, 19, 20)

B6. Non-Digital Promotion Objectives Analysis & Strategy Examples

Promotion Objective:

Paradise Bowl’s non-digital promotion objective is to increase awareness through providing a

family atmosphere, catering to events in the local areas, convenient locations to people with busy

and active lifestyles and word of mouth advertising.

Promotion Strategy:

C. New Acquisition Strategies: Paradise’s new acquisition strategy is mainly word of

mouth. Unlike competitor number one, Paradise does not have as huge of a following and

loyal customer base. Paradise Bowls must work a little bit harder to get people to go to

their stores where as Banzai Bowls is so well known that few people haven’t heard of it.

Still, Paradise uses mainly word of mouth and depends on their customer service and

comfortable atmosphere to lure customers in (PI# 9, 10, 11, 12). Specifically, at their

Newport Beach location, there has not been enough advertising and many people do not

know it’s there (PI# 8, 9, 10, 11) They also cater at specific sporting events which gives

people the opportunity to try their bowls (Website #12). They paired with other

companies such as ZenCare (a chiropractic business), which promotes their bowls for a

healthy lifestyle (Website #12)

D. Existing Customer Strategies: Like Banzai Bowls, Paradise Bowls does not do much

for their existing customers to thank them for their loyalty and help in building the brand

and foundation they have. They truly rely on the experience of their customer service and

their delicious bowls to keep customers coming back. This doesn’t seem to make a huge

difference, as many people are just dropping in to get a quick bite to eat, and with the

growing popularity of acai bowls, customers are going to go back to the places they love

best. Most customers will try out different acai bowl places and not stay totally dedicated

to one place which makes rewards programs more difficult to implement.

Micheal 28

Strengths

1. Partnered with another company (Website #12)

2. Good locations (Website #2)

3. Cater sporting events (Website #12)

Weaknesses

1. No loyalty programs

2. Depends on word of mouth (PI# 9, 10)

3. No advertising to the community (many people still think it’s a frozen yogurt place form

two years ago (PI# 8, 9, 10)

B7. Digital Promotion Objectives Analysis & Strategy Examples

Promotion Objective:

Paradise Bowl’s digital promotion objective is to increase awareness through social media and

use their media platforms to inform and encourage customers to buy their bowls.

Promotion Strategy:

C. New Acquisition Strategy: Paradise Bowls uses digital promotion to reach new

customers through their social media and website. They use a lot of hashtags on every

photo, which, for those people looking for new acai bowl places would be able to easily

find them through social media (Website #12). They also have a great website they give

reviews from customers and their experiences at Paradise Bowls (Website #2). The

website also gives a detailed menu that has the ingredients of each specific bowl. Yelp is

also helpful as if provides more reviews of customer so new customers can be prepared

for their experience when they go to Paradise Bowls for the first time (Website #16). It

also offers the locations of their stores and it’s friendly and easy to use. Paradise also

posts pictures informing on events they are going to be at so people can go and try their

bowls (Website #2, 12)

D. Existing Customer Strategies: Paradise uses their social media to connect with their

customers. They are constantly reposting pictures from their customer existing customers

(Website #12). On their social media, they interact with their customer’s comments and

posts, both when customers have positive and negative things to say. However, Paradise

Bowls does not offer any information on promotions they are offering. They also do not

have any type of newsletter to connect with their customers through updates on their

stores and company.

Micheal 29

Strengths

1. Aesthetic social media platforms (Website #2, 12. CI #8, 9, 10, 11, 16, 17, 19)

2. Customer focused media posting (Webiste #12)

3. Responding to customers on media (Website #12)

Weaknesses

1. No info on promotions on social media or website or anywhere

2. Customer must initiate finding their website/social media

3. Website doesn’t provide prices

Micheal 30

Section C: Time Out

Micheal 31

C1. Ethical Issues & Action Plan

1. The Situation: I am a Christian business owner of a new acai bowl place in Corona del

Mar. My restaurant does not have any ties or affiliation with Christianity, however, many

customers who are regulars know that I believe in Jesus. Customers also know that I am

an advocate for ethical sourcing and anti-human trafficking. Many of my customers have

been complimenting both my employees and myself on how much they love our acai

blend. They claim our acai is the best consistency and tastes fresher and better than any

of the other ones. Because of this, our business is booming. Customers have amazing

experiences with our acai bowls and our fast service. People are constantly coming in and

telling us they will never go to another acai bowl place because we do it best. On top of

that, we have the cheapest prices. We were able to sell our bowls for $6.00 a piece, which

is quite a bit less than other competitors in the industry. Additional toppings do not make

the bowls cost significantly more like our competitors do. It seemed too good to be true,

we were selling our bowls at an amazing price and our business was booming and we

were making good money. After being in business for a few months, I find out the place I

have been purchasing a lot of produce and ingredients for our acai bowls is highly

unethical, hardly pays their workers, makes them work long hours and to top it off, many

employees are there because of the human trafficking industry. I must decide if I will

continue to buy from this company to keep cheaper prices for bowls, or if I will find a

new place to source ingredients from and must raise prices. If I switch buying companies,

I will not have the same tasting acai bowls since the ingredients are not coming from the

same place, which would be a huge turn off for customers since they are raving about the

taste of our bowls, and how they will only be coming to Beachin’ Bowls instead of the

competitors. Switching sourcing companies also means prices will have to raise a good

amount. Our bowls would go from $6.00 to $9.50 to stay in business. Raising prices and

changing our ingredients could be detrimental to my company and could turn most of the

customers away from Beachin’ Bowls.

2. The Tension: If I decide to not switch, I will be going against my word and core beliefs.

I would knowingly not be sourcing ethically and not be truthful in saying our bowls are

that way. Ethical sourcing and human rights is a very important issue to customers as

well and staying with a company that is not treating people right could turn a lot of

customers away. If I do switch to a company that is ethical, pays their employees well,

doesn’t engage in human trafficking and doesn’t overwork their employees, I would feel

more at peace lining up with my beliefs and many customers would feel more

comfortable with buying from my acai bowl place. However, with ethical sourcing it will

cost my business a lot more money which will cause an increase in bowl prices by $3.50,

which is a significant jump for bowls. Not only would the price raise, but the actual

bowls will be altered as we would not be getting the same acai blend and smoothie

ingredients as before, which means the taste would be different. Customers would maybe

be able to work with a price change, but the taste change would throw off customers

entirely. This could cause customers to no longer choose my acai place or to be really

upset and give bad reviews for the new change in price which could be detrimental

branding for my business.

Micheal 32

3. The Ethical Dilemmas:

1. If I don’t switch, I will be supporting human trafficking, unethical employee

treatment and the de-humanizing of people and therefore seen as unethical and not

loving by many customers and interacts with the Biblical Commandment to love your

neighbor as yourself.

2. If I do switch, many customers would be disappointed at the increase in price of acai

bowls and I would not be serving them well. They would feel confused and also very

upset by the change in price so soon into the opening of my new acai place

3. Switching would mean the taste and consistency of the bowls would change entirely

which would frustrate customers and they would feel betrayed and confused by this

switch.

4. Switching to ethical sourcing also means a huge cost for the company and could

possibly lead to debt or employees being let go which can affect their lives and they

may possibly feel they were treated unfairly.

5. Staying with the unethical company would benefit my acai bowl place greatly

because I would not have to charge more money for acai bowls and would be able to

keep a steady income and possibly at some point open another restaurant.

4. Biblical Principles:

1. Proverbs 31:8-9: “Speak up for those who cannot speak for themselves, for the rights

of all who are destitute. Speak up and judge fairly; defend the rights of the poor and

needy.”

2. Romans 13:8: “Let no debt remain outstanding, except the continuing debt to love

one another, for whoever loves others has fulfilled the law”

In pondering my decision, the verses were important to note because they do look at

both sides of the situation. Being in debt is not good, but God also calls us to love His

people well, especially those who are marginalized and have no voice.

5. Action Plan: I will painfully decide to switch sourcing companies to one that has an

ethical workplace.

6. Rationale: The decision to change to a more ethical sourcing company is a difficult one

because changing prices of products and the entire base of the bowl is basically asking

for a failed business. It also puts a huge financial pressure on my company and I many

not be able to keep all my employees, at least for the time being. Both decisions seemed

painful. However, I think that treating people as humans and not supporting unethical

human treatment is a lot more important than struggling as a business. If I am to show the

love of Christ, I need to stick with my convictions. I will make sure to make it public that

the reason for the price increase and ingredient change is because the company has

decided to switch to ethical sourcing. Ultimately, whether people knew we were

unethically sourcing in the first place, I think customers will be gladdened to find out we

are now ethically sourcing. However, customers will be disappointed. There would surely

Micheal 33

still be some customers that stick with Beachin’ Bowls, but most people would surely

feel upset and confused, so my business will need to do some sort of reboot to encourage

more customers to come in and show them that we are still a place worth going.

Ultimately, I felt it was important to please God in this decision, and not people, and after

significant prayer, I reluctantly felt this is what needed to be done.

C2. S.W.O.T Analysis

Strengths:

• Demand for healthy food options

• Dietary/allergen friendly

• Acai places are exclusive

• Customizability

• Different bowl sizes

• Placed near high school/busy area

• Use of social media

• Easy to use website

• Smaller business makes it more personalized

• Fast service

• Can sit down or take to go

• Unique atmosphere

Weaknesses:

• Never worked in food industry before

• No brand awareness

• Customers need to gain trust with my company

• No foundation of loyal customers

• Competitive market

Opportunities:

• Demand for health food is growing constantly

• Demand for smoothie/acai/pitaya bowls are growing

• Customers are excited about slight variations on products they’ve already had

• Not a lot of “build your own” in the industry

• Can offer a quieter eating space

• Offer better parking

• Drive thru options

• Discount for bringing your own containers

• Comfortable atmosphere and friendly employees who are intentional

• Quicker service/less wait time

Threats:

• Really competitive industry

• Not different enough to set my company apart

Micheal 34

• Drive through takes a lot of time

• Other competitors have established strong branding for themselves

• Cross-contamination of ingredients could be dangerous to people with allergies/dietary

needs

C3. Competitive Advantage

Problem #1: Customers hate the amount of time they must wait for their orders (Website # 1, 2,

16, CI#1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 16, 17, 18, 19, 20, 21. PI#1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12,

13, 14, 15)

Solution(s): My acai store will decrease wait time by having more than one blender to make the

acai/pitaya smoothie for the bowl. This will decrease wait time significantly because both Banzai

and Paradise only used one blender for their orders. Utilizing multiple blenders will allow for

multiple bowls to be made at a time inside of just one long line of orders being made slowly one

by one. Also, my business will offer build your own bowl options, so there will be a station to

choose what you will have on your bowl instead of only bowls that don’t offer customization.

This will go faster because the customers will be moving through the line quicker like you would

at a, for example, Chipotle or Blaze Pizza. Employees will also be making the acai mixes during

off time to speed up the process when customers come to order.

Problem #2: Customers strongly dislike the lack of parking (CI# 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11,

12, 13, 14, 15, 16, 18, 19, 21)

Solution: My acai place will be where there is a lot of parking and not too many other stores

surrounding us. This will help to eliminate customer dissatisfaction that occurs before even

entering the store. It also will help to remove prolonged wait time because of the need to wait for

a parking spot. Finding a location with abundant parking will also prevent customers from

leaving out of frustration and providing a more peaceful and stress-free experience when going

to the store.

Problem #3: Customers are irritated with how loud the blenders are (CI #1, 2, 3, 4, 5, 6, 7, 8, 9,

10, 11, 12, 13, 14, 15, 17, 18, 19)

Solution: My acai store is going to provide quiet shields for our blenders in the same way Jamba

Juice does. This sets us apart from other acai bowl places because none of the other acai bowl

places in the area offer this and are all very noisy places which most customers don’t want to

spend a ton of time in. This also enhances the customer experience, as the employees and

customers can both hear each other without having to ask “what?” a bunch of times, or yell over

the blenders. By this, customers will have a more peaceful experience and enjoy spending time

in my restaurant, therefore creating a more welcoming and inviting environment to build

community or hang out in.

Problem #4: The customer service is not top notch or very friendly (CI #3, 4, 5, 6, 8, 16, 17, 18,

19, 20, 21)

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Solution: My small business will allow for a big focus on customer service, especially since

business may be slow in the beginning months. My employees will be able to focus on building

relationship and connecting intentionally with customers. I will be sure to hire employees who

are hardworking, personable and care about the work they are doing. I will also implement

training on customer service to ensure each employee knows the standard of excellence I have. I

will plan bi-weekly meetings with employees to talk about their progress and ways they are

doing well and/or need improvement.

Problem #5: Lack of cleanliness in the store (CI #5, 6, 7, 8, 17, 18, 19, 20)

Solution: To ensure cleanliness in my restaurant, I will make sure whenever there is down time

during a shift, employees will be cleaning their work stations, sweeping, checking to make sure

the bathroom is clean and stocked on supplies. I will provide a to-do list of cleanliness that is to

be done one to two times per shift of employees to make sure the counters, machines, floors and

everything else is clean and presentable. The managers will oversee their employees to ensure

this is happening.

C4. Internal Marketing Strategies for 3rd Product

Systems of Quality and Consistency

Concern #1: Inconsistent wait times for orders

Solution for Concern #1:

To ensure that customers do not need to wait a different amount of time each visit to my store, I

will implement an ordering system that pushes the customer through the process about the same

amount of time. The customer will pick the base for their smoothie bowl, and then they will be

moved through the line of picking toppings and extras. This will eliminate the wait time because

customers are getting their order as soon as they finish ordering, as opposed to ordering a pre-

created bowl that must be made, while a huge line of other people have order before you. This

will ensure customers don’t have to wait longer than they usually do, as employees will move

customers quickly through the process without rushing them.

Potential Concern #2: Inconsistent ingredients available

Solution for Concern #2:

To ensure that there are enough of each ingredient throughout the day, I will find out which

toppings are most popular and make sure there is a large supply of this. Also, I will be sure that

there is a big supply of ingredients which are not quickly perishable such as granola, coconut

flakes, nut butters, cacao chunks etc, since they do not need to be used in a short time period.

There will also be detailed planning on how much fruit to have available daily to make sure

customers can get what they want without having significant food waste.

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Employee Satisfaction and Training

Concern #1: Employees do not excel customer service and do not know how to do their job

well.

Solution for Concern #1:

Employees will all go through training for customer service and know how to do every station at

my third business. Employee training will be crucial to my company since I want my business to

be set apart in a big way by the customer service and friendliness provided. The training process

will start with customer service training and how to treat customers well and kindly. It will train

employees and what to say in certain situations and how to not get defensive and why we need to

be kind and willing to work with the customers wants and desires. The face of my third business

will be the employees and the way they act will affect people’s experience. There will also be

detailed training in which employees will learn how to work every station at the store so that if

anything were to happen, anyone can step in and take over a station if needed. This will be done

to ensure that the employees also feel comfortable using all the equipment and don’t feel timid

when working at different stations. This also provides confidence for employees in their job and

therefore makes them want to work harder. The training will be group focused, with group

discussion, brainstorming on ideas that would be helpful with customer service or how

employees would feel most comfortable working. There will also be testing to see if the

employees can work each station to ensure they truly are capable and are not just slipping under

the radar.

Concern #2: Employees do not feel like they are part of a family/team and will therefore will

not strive to do their best.

Solution for Concern #2:

I will set up a retreat for employees twice a year, so they can get away from work and bond with

one another. While this may seem excessive, I want employees to build relationships with one

another, so they are excited about going to work and being with their co-workers. If they can

create a fun and friendly atmosphere and have fun while they work, it will significantly help the

atmosphere for the store and the customer experience. I will also meet with employees bi-weekly

to review how they are doing, tell them what they are doing well and what they need to improve

on. These meetings will also give space for me to hear what is going on in my employees lives,

get to know them, and show them I truly care about them and their well-being.

Research Systems

Concern #1: Employees are not engaging with customers to hear feedback in the moment

Solution for Concern #1:

Customer feedback is vital to the store’s success because the people we are serving are the

customers. If they have a bad experience, I want to know. I will make sure there is a sign posted

in the store that offers space for customers to walk up to an employee to offer a suggestion or a

complaint. This will hopefully create a space where customers will feel comfortable with

employees and not super angry or upset if something isn’t going their way. I will train employees

to meet these customers with kindness and empathy. I will also encourage employees to

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consistently ask customers how their experience was throughout the day. After hearing feedback

from customers, employees will have a system they can go enter in customer responses so that I

can see if employees are engaging and what customers are saying.

Concern #2: We don’t have enough systems in play to get customer feedback and complaints

Solution for Concern #2:

To ensure we are getting enough customer feedback, we will implement promotions for

customers who take an in-store survey on paper or through a website. We will also provide an

email system that customers can sign up to get information and will provide a link to give

customer feedback in those. This will hopefully encourage customers to take surveys as it will

better their experience and they can get coupons and discounts.

C5. Purpose Statement and Why Successful

Purpose Statement:

Beachin’ Bowls desires to serve the surrounding community through a variety of healthy and

nutritious smoothie bowl options. Our purpose is to create a friendly and social hang out

environment that serves delicious and beautifully designed acai and pitaya bowls to nourish

students, families and people living active lifestyles. We will use organic and natural ingredients

and be sure to make sure our products are environmentally friendly and ethically sourced.

Why Successful?

Beachin’ Bowls will be successful because we are offering high quality acai bowls with fast

service and an environment that is friendly and social. We value creating a space that customers

can spend time in like a coffee shop or get a quick acai bowl. Beachin’ Bowls will be successful

because it will meet the needs of people ages 20-30 years old who live active/fitness-based

lifestyles near the beach. By catering to the needs and desires of this demographic of people, we

will be able to build a loyal customer base who can share their experiences with their friends, co-

workers and people they workout with. Beachin’ Bowls is different from the other competitors

because it will provide a build your own option for acai bowls that is like Chipotle or Blaze

Pizza. Unlike competitors one and two, Beachin’ Bowls will provide quality, high speed service

by having multiple blenders and enough employees working so customers do not have to wait

ten to twenty minutes for an acai bowl. This will attract customers because of the ease of going

to Beachin’ Bowls and they know our service will be convenient and consistent every single

time. There will be ample amount of parking space. We will provide customers with significant

promotional discounts and different ways to be involved in the business, so they can make it a

place that’s part of their routine, not just “another” acai place.

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Section D: Competitive Analysis

Beachin’ Bowls

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B1. Positioning Maps

Banzai Bowls Paradise Bowls Beachin’ Bowls

Jans Health Bar Nekter Juice Bar

Why? I placed Beachin’ Bowls (pink) where I did along the horizontal line because it will offer

a more customizable experience than my competitors through a “build your own bowl” option. It

will offer a place for customers to design their bowl exactly how they want it to satisfy their

needs. Customizability is vital to customers (CI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 14, 15, 17, 18, 19,

20). It makes the experience so much better when they can choose exactly what is going into

their bowl and can mix and match more options than the menu offers. Beachin Bowl’s is placed

where it is along the vertical line because the wait time is not going to be as long as other acai

bowl places. The greatest complaint of all the customers was the wait time for acai bowls (CI #1,

2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20). Beachin’ Bowls will provide

speedy service through efficient processes and getting customers what they want and need in a

timely manner.

Fast Service

Long wait time

Customizable Only menu

options

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Banzai Bowls Paradise Bowls Beachin’ Bowls

Jans Health Bar Nekter Juice Bar

Why? Beachin Bowls is placed where it is horizontally on the map because it is going to provide

a good amount of quantity for the bowls. Customers truly value the amount of acai and toppings

placed in their bowl because they want to get as much out of their money as possible (CI #1, 2, 3,

4, 7, 8, 10, 13, 14, 17, 19,). By provide a good quantity and ratio of acai and toppings, customers

will be thoroughly satisfied. Beachin’ Bowls is placed where it is along the vertical line because

the store will have abundant parking. Many customers are turned off by the parking at

competitors one and two (CI #1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 16 ,17, 18, 19, 20).

Providing ample parking space will give customers the more relaxed experience they need to

enjoy their acai bowls, whether taking it to go or staying a while.

Lots of Parking

Lack of Parking

Big Quantity

served Not a lot

served

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B2. Primary Target Market Analysis

9. Primary Psychographic is ranked first because the customers of Beachin’ Bowls values

a positive community and healthy lifestyles, specifically catering to and supporting the

busy agendas of customers. The primary psychographic of the target market for Beachin’

Bowls is customers who are constantly on the go and can get their bowl made quickly By

catering options towards this specific customer type, Beachin’ Bowls will be able to

provide the best and most high quality experience for those in the area.

Why? The reason I am specifically targeting consumers living active lifestyles is because

within the Newport Beach area, many people enjoy being active and going surfing,

hiking and working out at the gym. People living active lifestyles also tend to be busy

and on the run to the next place, errand or activity and want to get their food quickly and

efficiently. Also, those living active lifestyles value health and wellness, and therefore

desire a space to eat around a table with friends and connect.

10. Primary Geographic is ranked second because the customers at Beachin’ Bowls are

going to be coming from a very specific area, that is, near the beach, schools and

neighborhoods. Its location is central, on a busy street, and convenient for anyone on the

go.

Why? The reason I am specifically targeting customers near schools, the beach and in

surrounding communities is because where Beachin’ Bowls is located plays a huge role

in the success of the business. When there is a lot of foot traffic and car traffic near the

store, more people are likely to see it and try it and tell others about it. If my store is

hidden and not near anything, then it would be more difficult to get customers to go. It

will be within walking distance from the beach, and a short drive to the nearest high

school, making it convenient for surfers/beach goers as well as students. It also is

convenient for those who have been to the gym since my store is right next door to a

fitness center, and close to multiple other workout gyms in the area.

11. Primary Benefits is ranked third because my acai bowls are providing quality customer

service and unique options for customers.

Why? Beachin’ Bowls provides outstanding customer service that treats each customer

with a smile and makes them feel comfortable and taken care of during their time,

whether for a quick drop in or to stay a while. Unlike other competitors, we offer a build

your own bowl option, which is the focus of the shop. We allow customers to choose

what smoothie base they want, and what ingredients they want in it, as well as what

toppings and how they want the toppings layered. We will also provide organic and

natural ingredients, so customers do not have to worry about where their food has been. It

also provides a variety of toppings and ingredients not offered at majority of the other

acai places, such as chia and flax seed, chia seed pudding, varieties of dried fruits and

nuts, and more. The build your own bowl aspect invites the customers and employee to

build a relationship and the employee can make the experience more enjoyable for the

customer.

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12. Primary Demographic is ranked fourth because it is mildly important to this business’

success.

Why? The main demographic is young adults. This specific demographic will value

having an acai place that can be both quick and convenient that can simultaneously be a

place to hang out and catch up with a friend or get caught up on work. Awareness of this

demographic is important because these are the main types of people coming in,

however, it is not limited to this demographic alone. Beachin’ Bowls focuses less on a

specific demographic and more on what customers desire and value and the mindset they

have toward life.

B3. Customer Experience and Strategy Analysis

Overall Customer Experience Objective:

The customer experience objective is to offer fast service, customizable, high quality acai bowls

that are served with exceptional employee friendliness and a comfortable atmosphere.

Product Strategies:

Fast service is crucial at Beachin’ Bowls. Unlike competitors one and two, we will offer a wait

time for less than five minutes, or less than ten during rush hour. This will be possibly because,

unlike our competitors, we will have more than one blender. The strategy with this is to provide

customers with a convenient and instantly gratifying experience so they can move on with their

busy lives and not feel stopped or slowed down because of where they chose to eat. This fast

service also gives customers who are coming from the beach or a work out the ability to nourish

their bodies sooner and satisfy there cravings sooner, which is beneficial to Beachin’ Bowls

because the sooner hungry customers get to eat, the more they will enjoy the bowls. Beachin’

Bowls will offer customization through a build your own bowl option. There will be a standard

menu with different pre-chosen options and a build your own bar where customers can tell the

employees what they want blended into their smoothie, what toppings they want and how much.

This will empower customers to oversee their healthy eating habits and give them a say in what

is going into their bodies. It will also be helpful for customers who have allergies or dietary

needs. Unlike our other competitors, we will also offer a welcoming, positive, and comfortable

“coffee shop” vibe in our environment through creating a spacious store, strategic placement of

lines so they are not in the way of seating, and quiet blenders that have the cover over them. We

will also have windows all around our building so natural light is flooding in all day.

Why?

I chose to focus on speed of service, customizability and atmosphere because the main customer

complaints are related to the speed of service (CI#1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15,

16, 17, 18, 19, 20, 21, 22, 23, 24). Customers also desire more options for customizability (CI#3,

4, 8, 10, 17, 19, 20, 22, 23, 24) and the main demographic of customers are constantly searching

for the next place to hang out and be able to sit with friends or get work done. The lack of speed

in competitors one and two is very frustrating to customers and many of them want their bowls

to be made quickly and efficiently so they can get on with their day (CI #1, 2, 3, 4, 5, 7, 17, 18,

Micheal 43

19, 20, 22, 23, 24). Unlike competitors one and two, our service will be quick and efficient

which will draw customers in to fit their busy and active lifestyles. The customizability is also

very important to customers and having several options for customers that they can pick from

and design with, without being overpriced. Customers will feel very satisfied with their decisions

and empowered (CI# 1, 2, 3, 7, 14, 15, 22, 23, 24). I also chose to focus on the atmosphere

because many customers desire to have a place to hang out that is “chill” and “trendy” (CI#1, 2,

5, 6, 7, 12, 13, 14, 15, 22, 23, 24). Creating this atmosphere will make Beachin’ Bowls a place

that customers want to hang out in.

B4. Pricing Analysis & Strategies

Price Objective:

Beachin’ Bowls pricing objective is positioned at the middle-lower end of meeting the

competition.

Pricing Strategies:

By having prices that are about the same as the competition, there is not much differentiation as

this is not where we are trying to completely set ourselves apart. Most customers are willing to

and expect to pay more for their bowls because they know they are receiving a product that is

made to order and has fresh and organic ingredients. Customers will be willing to pay this price

for Beachin’ Bowls, especially when they are offered faster service and friendlier customer

service. They will ultimately be getting more for what they pay for because of the atmosphere

and the service they are receiving. If the acai bowls were more expensive than my competitors,

many customers would not want to consider trying Beachin’ Bowls as much because it’s just

costlier, and they already can get locally sourced and organic ingredients with the price they pay

at competitors one and two. This price will be perceived as great for customers because its

another acai store that offers good quantity however, unlike competitors one and two, there will

be fast service and a variety of customizability. Also, unlike Banzai and Paradise Bowls, we will

not charge significantly more for additional ingredients and toppings, unless a customer orders

an excessive amount. Customers desire instant gratification and time efficient food and are

willing to find the places that taste best and work fastest.

Why?

These price strategies will create a comfortable and laid-back environment. While Beachin’

Bowls is not distinctly set apart in the price of acai bowls, we will provide significantly faster

Beachin’ Bowls Banzai Bowls Paradise Bowls Industry

Average

Acai Bowl $7.50 $7.50 $8.75 $6.25-$11

Smoothies $6.00 $6.50 $6.45 $6.00-$7

Micheal 44

and friendlier service as well as more customizability for prices that are more affordable and

don’t add up as quickly for the customers. The pricing will be worth it for customers as they are

paying the same thing for competitors one and two but are receiving better customers service and

more efficiency during their experience (CI# 22, 23, 24)

B5. Place Objective and Strategy Analysis

Place Objective:

Beachin’ bowls will be placed at 3446 East Coast Hwy, Corona Del Mar, CA 92625. This puts it

in a prime location for beach goers, tourists, fitness advocates and students. It is located on PCH

which means it is easily accessible and clearly visible to all who walk, ride or drive by.

Place Strategies:

This PCH location where hundreds of people are walking and driving through daily is great

publicity for Beachin’ Bowls. It also is located right next to a fitness place which is great for

business since we can market specifically to their customers (our target market) as well and

possibly build a partnership. It’s close to a gas station as well which means a lot of people will

see it as they fill up their cars. There is significant space for parking since the locations has its

own lot, and there is another parking lot the back, which we would try to increase spacing on so

people could conveniently get bowls. Beachin’ Bowls is also located a short drive from very

Micheal 45

popular beaches like Big Corona and Crystal Cove. It’s close to a few local elementary schools

and a 15-minute drive from the high school and middle school which makes this a prime location

for customers. It is also great for walking distance from the local neighborhoods (the flower

streets of Corona del Mar) making it available to families.

Why?

Corona del Mar is a slightly risky place to try and start a new business because many companies

are not able to sustain their business once they open. However, if marketed properly, it is a high

reward place to be because of the wealth in the area. With all the workout and fitness gurus,

walking moms, beach goers and youth, it is an easy place to set up a very popular and in-demand

acai store. Placing Beachin’ Bowls near a fitness gym and within walking/short driving distance

to the beach and houses makes it convenient for customers. There is also a lot of parking in the

back which helps to solve the problem for customers who want to get a bowl quickly (CI# 22,

23, 24)

B6. Non-Digital Promotion Objectives Analysis & Strategy Examples

Promotion Objective:

Beachin’ Bowls promotion objective is increase awareness, inform customers and encourage

them to visit our store and increase demand.

Promotion Strategy:

E. New Acquisition Strategies:

To gain initial awareness and bring in new customers, Beachin’ Bowls will have a grand

opening with tons of sampling, so people can try all the different acai/pitaya/smoothie

blends available. They will also be able to sample certain ingredients such as unique

fruits, chia seed pudding, bee pollen, granola, and more. The grand opening will be

heavily promoted through flyers around town and flyers at the school and at the beach.

We will also offer 25-50% off the order during our grand opening. Customers will

receive a coupon for a free smoothie or a bowl for a discounted rate at the next visit.

The signage on the building will be large and very easy to spot out when driving by and it

will be easily recognizable. The sign will be simple, and there will be clear lettering and

colors to associate with the brand.

Another way we will get new customers will be by being a presence at different sporting

events and partnering with work out facilities. We will work to be at big events like

beach volleyball, surf tournaments, and big high school games. We will also connect with

local gyms and partner with them by giving their members our products at a discounted

rate which will encourage them to try out Beachin’ Bowls. Our community-oriented

mentality will push us to be involved in a lot of different events to get our name out there

and have people try our acai.

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A final way to get new customers will be through offering catering for events. We will

make ourselves available to cater weddings, graduation parties, birthdays, business

conferences, etc. Through this many people will desire to try our bowls and utilize our

catering for their events as a fun new food option that is healthy for their guests.

F. Existing Customer Strategies:

Beachin’ Bowls will offer a lot of special promotions for existing customers. Since many

people coming in are younger adults, students, and fitness/athletes, we will offer different

“happy hour” specials for when students get out of school, or when people are coming

from the beach and for those who are just finishing up a workout. We will offer holiday

promotions with fun toppings and flavors that customers can sample and have at a

discounted rate, as well as offering gift cards to buy for friends/families. When buying a

gift card, customers will receive a coupon to buy a bowl for 50% off at their next visit.

There will be a loyalty program for customers through a stamp card. Once a customer

buys 10 bowls they will get their 11th bowl free. We will also provide check points on the

stamp card, as sometimes just buying 10 bowls seems never ending, we will offer a free

smoothie, a smoothie at a discounted rate, a bowl at a discounted rate and then finally a

free bowl.

Another promotion we will have will be to host a sticker design competition for people

who go to Beachin’ Bowls a lot. They can design a sticker and submit it. Everyone who

submits a sticker will get a coupon for 50% off a bowl, and the top three winners will

receive discounts on their bowls until the next sticker design event. We will also put the

design on our bowls for a limited time, as well as sell their stickers in our store.

We will also create a fun picture wall where customers can send in pictures that we will

pint out and put on the walls to make the environment friendlier and welcoming to those

who are coming to Beachin Bowls.

Why?

The purpose behind non-digital promotion objectives is to increase awareness for Beachin’

Bowls. Any type of promotion at this stage is crucial to my third business because no one

really knows about us or what we are about. We could offer the best acai bowls on the

market with the fastest service and most amazing relational customer service but if no one is

coming because they do not know about it then the business will fail. These strategies will

help customers be more informed and excited about my third business.

B7. Digital Promotion Objectives Analysis & Strategy Examples

Promotion Objective:

Beachin’ Bowls promotion objective is increase awareness, inform customers and encourage

them to visit our store and increase demand.

Promotion Strategy:

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E. New Acquisition Strategy:

To gain new customers, Beachin’ Bowls will advertise through social media platforms

like Facebook, Instagram, Twitter and Snapchat. We will post pictures of our products,

our store environment, as well as promote different discounts and fun events we have

going on. We will also post reminders for customers on social media about promotional

events and what coupons are available. We will post pictures of our calendars and of our

employees and people in the store so that customers can see the environment and feel

invited and welcomed. The social media platforms will look aesthetically pleasing and

encourage customers to come.

We will also be sure to respond to customer responses on our photos and posts, so we can

engage with them and meet their needs and make their voices feel heard. Beachin’ Bowls

will seek to follow a lot of people and send out requests to various people and push social

media advertisements and yelp advertisements. Yelp advertisements are very helpful

because many times customers are looking for a new place to go and an add pops up that

looks enticing and they feel led to go.

F. Existing Customer Strategies:

Yelp, and social media platforms will also be vital to my existing customer base. Social

media and yelp will provide them a place to voice their opinions and experience and we

can connect with them and respond and hopefully fix their complaints. Social media will

remind existing customers about promotions going on, new events, and opportunities for

them to get discounted bowls and products.

We will provide a newsletter that existing customers can sign up for through scanning a

QR code at our store or by going onto our website. The newsletter will send out coupons,

news about upcoming events we will be at, special events we may be hosting at our store,

partnerships we have and just to update customers on our business and thanking them for

their loyalty. We will not spam customers and will probably send a newsletter out

weekly.

Website use is vital to the customer experience. Our website will be aesthetic, clean, and

easy to use. Our website will offer the ability to order online with an interactive system

that allows you to create your smoothie base, and what toppings you want and how you

want to layer your toppings. We will write our story behind the business and share our

mission and vision and heart behind the company. We want customers to feel involved

and understand our desire to serve them as well as we can.

Why?

The purpose of digital strategies is to increase awareness for my third business. When starting a

business, the most important aspect is to get our name out there, otherwise customers will not

know that we exist, and the business will ultimately fail. Our focus is to bring in customers

through our quick service and showing them that they are valued and welcomed at Beachin’

Bowls.

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Section E: List of Works Consulted

Articles

1. Article #1: Bezinga, “Top 3 Emerging Trends to Impact the Acai Berry Market in the

Next Five Years: Technavio.” Business Wire. Web. 3/5/18.

Why Relevant: Discusses the growing industry of the acai berry.

2. Article #2: Fona International, “Bowl Trends.” Fona. Web. 3/5/18.

Why Relevant: Gives insight on the trend of smoothie bowls in society.

3. Article #3: Storify, “Consumer Trend Report.” Ivanovic, McNamara, Cao, Wilson.

Why Relevant: Discusses the popularity of the acai berry/bowl, why people eat it and

history of it.

4. Article #4: Business Wire, “Global Acai Berry Market 2017-2021.” Business Wire. Web.

3/5/18.

Why Relevant: Talks about why the acai berry is popular and how it’s popularity is

increasing and becoming more important to consumers.

5. Article #5: Business Wire, “Top 3 Emerging Trends to Impact the Acai Berry Market in

the Next Five Years.” Technavio. Web. 3/5/18.

Why Relevant: Gives different increasing demands in the acai berry/bowl industry.

6. Article #6: Credence Research, “Global Acai Berry Market Is Expected To Grow At A

CAGR Of 12.6% Over The Forecast Period From 2017 To 2025: Increasing Demand

From Cosmetic Industry Is Driving The Market Growth.” Credence. Web. 3/5/18.

Why Relevant: States the growth forecasted to occur in the acai berry/bowl industry

over the next handful of years.

7. Article #7: Credence Research, “Acai Berry Market By Form (Dried, Pulp), By

Application (Food & Beverages, Nutraceuticals, Cosmetics, Pharmaceuticals) - Growth,

Future Prospects & Competitive Analysis, 2017 – 2025.” Credence. Web. 3/5/18.

Why Relevant: Analyzes the prospects of growth and competition in the acai market.

8. Article #8: Strategy&, “The rise of wellcare: A new market at the nexus of health, food,

and beauty.” Vocke, Fricker, Williams, Dimitrova. Web. 3/5/18.

Why Relevant: Provides insight on the world of health food and self-care and how

healthy eating habits plays into what consumers want to buy.

9. Article #9: Market Wired, “Nekter Juice Bar Set to Reach 100th Restaurant Milestone in

2017 with Multi-Unit Franchise Agreements in Florida, Washington, Utah and Texas.”

Erin Peacock. Web. 3/5/18.

Why Relevant: Provides information on the growth of the acai bowl industry specifically

pertaining to Nekter.

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Websites

1. Website #1: http://banzaibowls.com/

Why Relevant: Website of competitor #1

2. Website #2: https://www.paradisebowls.com/

Why Relevant: Website of competitor #2

3. Website #3: https://www.sambazon.com/

Why Relevant: website of an indirect competitor and gives insight on ethical sourcing

and trends.

4. Website #4: http://www.mybluebowl.com/

Why Relevant: Website of an indirect competitor.

5. Website #5: https://www.nekterjuicebar.com/

Why Relevant: Website of an indirect competitor.

6. Website #6: http://www.milkandhoneycostamesa.com/

Why Relevant: website of an indirect competitor.

7. Website #7: http://www.backyardbowls.com/#about

Why Relevant: Website of an indirect competitor and provides insight on organic and

local sourcing.

8. Website #8: https://www.theodysseyonline.com/acai-bowls-the-breakfast-trend-you-

should-be-trying

Why Relevant: Blog shows current trends customers enjoy in the acai bowl industry.

9. Website #9: https://www.traderjoes.com/digin/post/unsweetened-organic-aa-pure-packets

Why Relevant: Website shows that grocery stores are selling frozen acai packets for

customers to use at home.

10. Website #10: https://www.cardfellow.com/digital-wallets-apple-pay-samsung-pay-

paypal/

Why Relevant: Website discusses the current trend of new payment options in stores.

11. Website #11: https://www.instagram.com/banzaibowls/?hl=en

Why Relevant: Gives insight as to how banzai bowls engages and interacts with

customers on social media.

12. Website #12: https://www.instagram.com/paradisebowls/?hl=en

Why Relevant: Gives insight as to how paradise bowls engages and interacts with

customers on social media.

13. Website #13: https://www.dol.gov/general/topic/youthlabor/statelaborlaws

Why Relevant: Website provides information on labor laws for employees.

14. Website #14: https://www.fsis.usda.gov/wps/portal/fsis/home

Why Relevant: Website explains the food and health regulations needed in order to

continue running as a restaurant.

15. Website #15: https://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-

healthy-foods-and-will-pay-more-for-them/#7cfe7e1f75c5

Why Relevant: Website discusses that customers want healthier foods and are willing to

pay more for them.

16. Website #16: www.yelp.com

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Why Relevant: Allows me to see customer reviews for both competitors as well as

indirect competitors.

17. Website #17: https://www.adventuresportsnetwork.com/transworld-business/banzai-

bowl-5th-store-opening-success-of-brand/

Why Relevant: Website interviews owners of banzai bowls and discusses how they’ve

grown their business and customer base.

18. Website #18: https://www.popupcookspace.com/food-trends/2017-experiential-food-

marketing-trends-acai-bowls

Why Relevant: Discusses the importance of experiential food like acai bowls and how

that affects customers.

19. Website #19: https://upserve.com/restaurant-insider/next-food-trend-2017-going-healthy/

Why Relevant: Website explains how more and more people are becoming healthier in

their eating habits and why it’s a perfect niche for acai bowl places.

20. Website #20: https://www.juiceitup.com/acai-bowl-franchises.htm

Why Relevant: Talks about acai bowl franchises and why they are growing.

21. Website #21: https://juiceitupfranchise.com/business-model/millennials-changing-juice-

smoothie-franchise-market/

Why Relevant: Discusses how millennials play a huge role in the smoothie business and

how acai bowl places can use that to their advantage.

22. Website #22: https://www.juiceitup.com/why-great-time-to-be-in-juice-bar-industry.htm

Why Relevant: Discusses why it’s a good time to invest in the acai bowl/juice bar

industry.

23. Website #23: http://www.boxingscene.com/nutrition/56195.php

Why Relevant: Website gives nutritional information on acai bowls and why that’s

important to customers who are buying them.

24. Website #24: https://tamboracai.com/history-of-the-acai-bowl/

Why Relevant: Gives background and history on the acai bowl and how it has grown

and will continue to grow in the years to come.

25. Website #25: www.idcide.com/citydata/ca/costa-mesa.htm

Why Relevant: Report on the demographics of Costa Mesa.

26. Wesbite #26: http://www.city-data.com/city/Newport-Beach-California.html#b

27. Why Relevant: Gives demographics for people in Newport Beach.

28. Website #28: voyagela.com/interview/meet-andy-graham-paradise-bowls-manhattan-

beach-hermosa-beach/

Why Relevant: Interview with owners of Paradise Bowls.

Professional Interviews

Professional Interview #1: Female, age 20, Supervisor at Heritage Café, Biola. She has worked

there for about 8 months. Interviewed on 02/18/18 at Heritage Café at Biola.

Why Relevant: Explained aspects of working at Heritage including environment and

management and why she likes to work there. She explained the busiest times and also that they

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do not receive any training on customer service. She suggested having the option to put nut

butters into smoothies/bowls.

Professional Interview #2: Female, age 20. Manager at Jamba Juice, La Mirada. She has

worked there about 2 and a half years. Interviewed on 02/19/18 at Biola.

Why Relevant: Gave important details on working in environment with a bad general manager

and how it affects working. Explained things that have worked for Jamba juice and what has not

worked. Also gave advice on one thing she would add to Jamba juice and what changes Jamba

has made since she has worked there.

Professional Interview #3: Male, age early 20s, general worker at Banzai Bowls, Costa Mesa.

He has worked there for 1 year. Interviewed on 3/7/18 at Banzai Bowls in Costa Mesa.

Why Relevant: Provided good info on what customers want, atmosphere, demographic, what

changes they are making because of customer desires what banzai is doing well at and what kind

of training they receive.

Professional Interview #4: Female, age early 20s, manager at Banzai Bowls, Costa Mesa. She

has worked there for 8 months. Interviewed on 3/7/18 at Banzai Bowls, Costa Mesa.

Why Relevant: Provided good info on what customers want, atmosphere, demographic, what

changes they are making because of customer desires what banzai is doing well at and what kind

of training they receive and how they receive feedback from customers.

Professional Interview #5: Male, age early 20, Keyholder at Banzai Bowls, Costa Mesa. He has

worked there for 1 year. Interviewed on 3/15/18 at Banzai Bowls Costa Mesa

Why Relevant: Gave insight on complaints of customers, what banzai is doing well and not so

well at, as well as training and one thing to change.

Professional Interview #6: Female, age late 20s, shift lead at Nekter, Corona del Mar. She has

been working here for about 6 months. Interviewed on 3/15/18 at Nekter, CDM.

Why Relevant: Discussed what customers are most picky about with their order, the difficulties

of having a not so great manager, what they are doing well at and general demographic. Also

explained how they get feedback

Professional Interview #7: Female, age 30s, general manager at Jan’s Health Bar in Corona del

Mar. She’s been working for Jan’s for 8 years. Interviewed on 3/15/18 at Jan’s in CDM.

Why Relevant: Explained what customers are looking for, what the location is doing well at,

what could change, atmosphere created, demographic of people, training received, how to get

feedback and parking struggles.

Professional Interview #8: Female, 20s, shift lead at Paradise Bowls, Newport Beach. She’s

worked here for 8 months. Interviewed on 3/30/18 at Paradise Bowls in Newport Beach.

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Why Relevant: Provided insight on what customers want and what they dislike. Explained what

they are doing well and what they could improve on.

Professional Interview #9: Female, 20s, general manager

Why Relevant: Helped understand the atmosphere of Paradise bowls. Explained the

demographics and why people are coming here. Discussed the struggle of wait time and the

shortage of workers at their store. Said what they could be doing better.

Professional Interview #10: Female, 20s, key holder

Why Relevant: Provided insight to the ways they receive feedback and how they use it. Also

explained the kind of training employees receive. Said why Paradise bowls is set apart from

Professional Interview #11: Female, 20s, cashier

Why Relevant: Explained importance of customer service to her and having a comfortable and

stress-free attitude. Stress affects customer’s experience. Also provided insight on what needs to

change at paradise bowls and the type of people coming in.

Professional Interview #12: Male, 20s, crew member

Why Relevant: Explained the struggle of not having seating inside as well as the noise of the

blenders, but not much they can do. Difficult to have less workers. Listed the ways they get

customers to keep coming back and how the business needs to advertise more because many

people do not know its there/think its still a froyo place.

Professional Interview #13: Carly Micheal (myself) 20 years old.

Why Relevant: Observed environment at Banzai and paradise bowls, experienced customer

service and has done excessive research on the industry.

Customer Interviews

Customer Interview #1: Male, age 19. Customer at Banzai Bowls. Interviewed on 02/20/18 at

Banzai Bowls in Costa Mesa.

Why Relevant: Helped to better understand what customers want. Provided good suggestions on

how to receive customer feedback as well as provided extra knowledge on popular trends in the

industry and what reasons affect why he goes to Banzai Bowls

Customer Interview #2: Male, age 30s. Customer at Banzai Bowls. Interviewed on 3/7/18 at

Banzai Bowls in Costa Mesa.

Why Relevant: Gave insight to why he loves Banzai and what he would change. Hates the wait

time as well as the noise in the store. Also provided helpful information and what Banzai could

do better and what sets them apart from others.

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Customer Interview #3: Female, age 40s. Customer at Banzai Bowls. Interviewed on 3/15/18 at

Banzai Bowls in Costa Mesa.

Why Relevant: Explained why Banzai is her favorite and why it’s so good. Said what they were

doing well and why choosing Banzai over others. If moved or if price raised, she would still buy.

Customer Interview #4: Female, age 17. Customer at Banzai Bowls. Interviewed on 3/15/18 at

Banzai Bowls in Costa Mesa.

Why Relevant: Explained why Banzai is her favorite and why it’s so good. Said what they were

doing well and why choosing Banzai over others. Also liked the atmosphere and was okay with

customer service. Didn’t have anything to change. If moved or price raised she would still chose.

Customer Interview #5: Female, age early 20s. Customer at Banzai Bowls. Interviewed on

3/15/18 at Banzai Bowls in Costa Mesa.

Why Relevant: Gave reasons why chose Banzai and why aesthetics is important and could be

better. Gave insight on would could change, explained atmosphere and would still come if the

location was moved or prices raised.

Customer Interview #6: Male, age early 20s. Customer at Banzai Bowls. Interviewed on

3/15/18 at Banzai Bowls in Costa Mesa.

Why Relevant: Gave reasons why chose Banzai and why aesthetics is important and could be

better. Gave insight on would could change, explained atmosphere and would still come if the

location was moved or prices raised.

Customer Interview #7: Female, age 20s. Customer at Banzai Bowls. Interviewed on 3/15/18 at

Banzai Bowls in Costa Mesa.

Why Relevant: Goes to Banzai Bowl frequently with the girls she nanny’s. Said Banzai is her

favorite and she doesn’t like to go anywhere else. Explained the parking sucks, and she would

change the wait time and sound and there was a bird walking in the restaurant. Also enjoys the

atmosphere.

Customer Interview #8: Female, age 40s. Customer at Banzai Bowls. Interviewed on 3/15/18 at

Banzai Bowls in Costa Mesa.

Why Relevant: She explained how Banzai is a treat for the family. Aesthetics important and

gave reasoning for why choose Banzai over others. Would still go if location changed or if price

was raised (would split one). Also gave the top 3 important things to an acai bowl. She would

change the wait time.

Customer Interview #9: Female, late 20s. Customer at Paradise Bowls. Interviewed on 3/30/18

at Paradise Bowls in Newport Beach.

Why Relevant: Near work and had different sizing options. Like the amount of toppings. Would

pick paradise bowls over others, explained what she would change and her experience at

Paradise Bowls.

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Customer Interview #10: Female, late 20s. Customer at Paradise Bowls. Interviewed on

3/30/18 at Paradise Bowls in Newport Beach.

Why Relevant: Near work and liked amount of toppings that Paradise Bowls put on their bowls.

Would drive out of the way to go to Paradise. Gives more Acai than other bowl places. Gave

things that she would change about Paradise bowls. Aesthetic important.

Customer Interview #11: Male, late 20s. Customer at Paradise Bowls. Interviewed on 3/30/18

at Paradise Bowls in Newport Beach.

Why Relevant: Never been to paradise bowls before, he was curious and thought it looked

yummy on the website and saw that yelp reviews were good. Gave ideas of things to change

(change sizes). Insight on customer service and experience. Near work and would come again.

Customer Interview #12: Female, 18. Customer at Banzai Bowls. Interviewed on 3/30/18 at

Banzai bowls in Costa Mesa.

Why Relevant: Explained why she liked Banzai and what made her go here. Would definitely

drive out of the way to get it. Parking is not good at all. Would still buy if it cost more.

Customer Interview #13: Female, 18. Customer at Banzai Bowls. Interviewed on 3/30/18 at

Banzai bowls in Costa Mesa.

Why Relevant: Chooses to go to banzai because it’s well known. Tastes better than other acai

places and is more consistent. Gives fresh fruit and a lot of it. Would drive out of the way for

banzai. Parking not good. Aesthetics important. Customer service below average. Could cost

less.

Customer Interview #14: Female, 18. Customer at Banzai Bowls. Interviewed on 3/30/18 at

Banzai bowls in Costa Mesa.

Why Relevant: Explained that the parking sucks. Loves how much fruit they give. Hates the

wait time for the bowls. Likes that it’s sweeter than other acai places. Aesthetic is important to

purchase. Would buy if more expensive, but would want more size options. Could cost less.

Customer Interview #15: Female, 18. Customer at Banzai Bowls. Interviewed on 3/30/18 at

Banzai bowls in Costa Mesa.

Why Relevant: Customer service is not good. Wait time sucks. Parking is not very good.

Aesthetic is good but could be better and very important to purchase. Would drive out of the way

to buy. Likes that banzai offers a lot of fruit and acai. Gluten free granola and dietary options.

Also, would not buy consistently if it cost more.

Customer Interview #16: Male, teenager/student, customer at Paradise Bowls. Interviewed on

3/30/18 at Paradise Bowls in Newport Beach.

Why Relevant: He loves to come here for lunch/after school. A Place he likes to hang out with

friends. Wishes there were more promotional things for students at the local schools. Likes the

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nutritional value and that he can eat lots of fruit with the bowls. Hates the wait time. Lack of

indoor seating is unfortunate.

Customer Interview #17: Male, 30s, customer at Paradise Bowls. Interviewed on 3/31/18 at

Paradise Bowls in Newport Beach.

Why Relevant: Shared a previous bad experience at Paradise Bowls. Described how the wait

time was really bad and the order wasn’t what he wanted. Liked the taste of the bowl but it didn’t

have enough smoothie in it. Wished to have better customer service.

Customer Interview #18: Male, 20s, customer at Paradise Bowls. Interviewed on 3/31/18 at

Paradise Bowls in Newport Beach.

Why Relevant: Explained why Paradise is his favorite place to go. Usually comes during lunch

breaks and loves the way the bowls are made and how many toppings are on it. Thinks the

atmosphere is weird with lack of indoor seating. Customer service was not as good as it could be.

Loves the health aspect of the bowls.

Customer Interview #19: Female, 40s, customer at Paradise Bowls. Interviewed on 3/31/18 at

Paradise Bowls, Newport Beach.

Why Relevant: She’s a mom who takes her kids to Paradise bowls a lot. Comes here because

it’s a healthy treat/alternative. Caters to dietary needs for her kids. Thinks the pricing is pretty

good for what you get. Loves that it’s located in the neighborhood so close to home/school.

Wishes the wait time wasn’t so bad and that it wasn’t so loud inside.

Customer Interview #20: Female, teenager, customer at Paradise Bowls. Interviewed on

3/31/18 at Paradise Bowls, Newport Beach.

Why Relevant: So obsessed with the healthy options and that they cater to her vegan die. Loves

the fresh fruit and all the toppings. Appreciates the three sizes. Dislikes the parking and the

location is not advertised enough. Loves that its close to school and can easily go with her

friends. Customer service isn’t so great and they get stressed out a lot.

Customer Interview #21: Female, 20s, customer at Paradise Bowls. Interviewed on 3/31/18 at

Paradise Bowls, Newport Beach.

Why Relevant: Complained a lot about customer service. Employees were really grouchy and

stressed and so slow to make the orders. Liked the amount of toppings given. Atmosphere did

not feel friendly. Likes location, great for a lunch break. Appreciates nutritional value and

doesn’t have to worry a lot about what she is eating. Wishes they had gluten free granola.

Customer Interview #22: Male, 20, interviewed on 4/22/18 at Biola University in La

Mirada.

Why Relevant: helped brainstorm ideas for creating the third business

Customer Interview #23: Female, 20, interviewed on 4/22/18 at Biola University in La

Mirada.

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Why Relevant: helped brainstorm ideas for creating the third business

Customer Interview #24: Female, 20, interviewed on 4/22/18 at Biola University in La

Mirada.

Why Relevant: helped brainstorm ideas for creating the third business