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Case study

A Fresh Foods Company Expands Into Consistent Revenue Growth

35% revenue growth over two years, 50% growth in online following, and winter sales up 15%.

Client
Fresh foods company
Stage
SMB
+35%REVENUE IN TWO YEARS+50%ONLINE FOLLOWING20%OF ORDERS ARE DIGITALClient results

The challenge

A saturated organic food market, brand awareness that stopped at the neighborhood, and seasonal revenue swings.

One cafe, then three ceilings

Established in 2010, this fresh foods company had grown from a single small cafe into a multi-location business with a consistent retail revenue stream. Then it hit three ceilings at once.

THREE CEILINGS AT ONCEA saturated categoryCafes and primary producers, all competing forthe same attentionA local brandStrong locally, not beyond the immediatevicinitySeasonal revenueCash flow pressure, and forecasting that wasunreliableTHREE CEILINGS, HIT AT ONCE
THREE CEILINGS AT ONCEA saturated categoryCafes and primary producers, all competingfor the same attentionA local brandStrong locally, not beyond the immediatevicinitySeasonal revenueCash flow pressure, and forecasting that wasunreliableTHREE CEILINGS, HIT AT ONCE

Revenue that swung with the seasons

Revenue swung with the seasons, which created cash flow pressure and made forecasting unreliable.

REVENUE THROUGH THE YEAR, WITHOUT A SCALEPEAKPEAKOFF-PEAK MONTHSCash flow pressure, and forecasting that was unreliable
REVENUE THROUGH THE YEARPEAKPEAKOFF-PEAKCash flow pressure, and forecastingthat was unreliable

The approach

We attacked awareness and seasonality together.

Three fronts at once

On awareness, a website, an app and social media that both educated customers and enabled online ordering. On retention and engagement, a loyalty program and social channels built around the community. On seasonality, promotions and events made for the off-peak months.

THREE FRONTS, RUN TOGETHERAWARENESSA user-friendly websiteA mobile appSocial media marketing that educatedcustomers and enabled online orderingRETENTION AND ENGAGEMENTA loyalty program: discounts andexclusive deals for repeat customersSocial channels: exclusive content,nutritional guidance, and interactivecommunity forumsSEASONALITYThemed promotions and events, builtspecifically for off-peak months
THREE FRONTS, RUN TOGETHERAWARENESSA user-friendly websiteA mobile appSocial media marketing that educatedcustomers and enabled online orderingRETENTION AND ENGAGEMENTA loyalty program: discounts andexclusive deals for repeat customersSocial channels: exclusive content,nutritional guidance, and interactivecommunity forumsSEASONALITYThemed promotions and events, builtspecifically for off-peak months

The results

Revenue rose 35% over two years on the back of stronger engagement, wider brand awareness, and an expanded menu.

Three results, each from zero

Online following grew 50%, and off-peak programming lifted winter sales 15%, taking the edge off the seasonal swing that had made forecasting so difficult. Each is drawn from zero against where it started, at one scale.

REVENUE, ONLINE FOLLOWING AND WINTER SALESREVENUE, TWO YEARSBeforeAfter+35%ONLINE FOLLOWINGBeforeAfter+50%WINTER SALESBeforeAfter+15%Client results
REVENUE, ONLINE FOLLOWINGAND WINTER SALESREVENUE, TWO YEARSBeforeAfter+35%ONLINE FOLLOWINGBeforeAfter+50%WINTER SALESBeforeAfter+15%Client results
ORDERS THROUGH DIGITAL20%OF TOTAL ORDERS, THROUGHTHE WEBSITE, APP AND SOCIALClient results

A fifth of orders, placed digitally

Digital channels, the website, the app and social, now drive 20% of total orders.

WHO DIGITAL BROUGHT INWEBSITE, APP ANDSOCIALDigital channelsA YOUNGERDEMOGRAPHICBrought inClient results

A younger demographic

The digital channels brought in a younger demographic.

WHAT DROVE THE 35%Stronger engagementWider brand awarenessAn expanded menuClient results

What drove the 35%

The revenue rise came on the back of stronger engagement, wider brand awareness, and an expanded menu.

RelatedDemand generationConsumer & retail

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