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Annie Cohen Company Background ANNIE COHEN COMPANY BACKGROUND • A chain of juice bars and coffee shops around the world. • Founded by Kaspar Basse in 2002 • Based in Copenhagen, Denmark • Sells coffee, tea, sandwiches, fresh juices, smoothies, and veggie or fruit shots • As of 2019 it has over 300 locations in North America, Europe, Asia, and Australia. • In 2013, Valedo Partners bought the company for $48 million • Basse retained a 10 percent stake. • General Atlantic invested in October of 2016 • Expansion into the United States • It competes with Starbucks as well as stores like Emmery’s and Espresso House, but Basse has tried to develop a different atmosphere at the restaurant, opting instead for what has been described as an "edgier" vibe. MISSION & JOE AND THE JUICE’S VISION IS TO “BE SLOGANS A MORE SUSTAINABLE, GLOBAL, COMPANY” “We are all about people” “On everydays we wear pink” “New York got me thinking...” “Kick, push, sip, repeat” “Juice and tattoos, baby!” “Always beach ready in Miami” PHILOSOPHY AND VALUES • “We care about leaving the Planet in a better state than we found it in therefore reducing our impact on the environment. Not only in our stores, but making it easier for our customers to recycle our products through our Recycling Loop. We'll limit the materials used in our receptacles making recycling simple efficient, whilst also moving to RPET, Bagasse, & Recycled Paper. We'll stay committed to our 2% Food Waste Score by continuing to make everything fresh to order” • Emphasis on health • Mobility throughout the company • Many juicers become managers TARGET GROUP • Millennials • Health-conscious people • Mid to high income • The food/drinks are expensive • Everyone who tags them in a photo has expensive designer brands STAKEHOLDERS YEAR YEAR COMPANY SECTOR COMPANY SECTOR INVESTED • Customers INVESTED Third Party ERP System Xaditro Logistics 2012 for Fitness • Employees Logistics BRP Systems 2017 and Leisure • Kaspar Basse Facilities Accessories Becksoondergaard̈ 2013 • Valedo Partners for Women ERP Cordel 2017 Systems for Craftsmen • General Atlantic Sludge Suction and Norva 24 2015 Related • Invested in 121 Services Providor For Prosero Security 2017 Security companies Services Rapunzel of Sweden 2015 Online Retail including Joe Supplier of Fish and Nordward 2018 Lakrids by Johan Premium Seafood to and The Juice 2016 Buloẅ Confectionery Restaurants • Competitors Research Restaurant Origo Group 2016 Pincho 2018 Services Chain BENCHMARKS 1 2 3 EXPRESSO STARBUCKS 7 ELEVEN HOUSE Relaxing, ambiance, Fast, convenient, Cozy, authentic, quality communal, coffee flexible, inexpensive coffee, sustainable QUALITY AND COST OF PRODUCTS High Quality Joe and The Juice Expresso House Starbucks Low High Cost Cost 7 Eleven Low Quality AESTHETIC AND SOCIAL MEDIA PRESENCE Trendy and Urban Joe and The Juice Low Social High Social Following Following Expresso House 7 Eleven Starbucks Traditional PERCIEVED HEALTH BENEFITS Organic Joe and The Juice Expresso House Less More Tasty Tasty Starbucks 7 Eleven Processed COLLABORATIONS AND CAMPAIGNS COLLABORATIONS TATTOODOO Collaborations with Juice and tattoos local Los Angeles artists events CLINIQUE BØRNEFONDE Limited edition Vitamin Collaborating to C juice and fresh support children’s pressed skincare education in West Africa PORTFOLIO MANAGEMENT • Only Joe and the Juice • No other sub-lines • Only advertise Joe and the Juice • Don’t cannibalize SWOT ANALYSIS Locations Sustainability Loyalty Program Food Delivery STRENGTHS S Word of Mouth High Quality Ambience SoMe Presence Little High Price Information WEAKNESSES About The Lack Of W Company Transparency Global Endorsements Expansion OPPORTUNITIES Anticipate Sustainability O Trends Increase In Produce Prices Lower Prices Of THREATS Saturated Competition T Market DISCOVERY Social Media Word of Mouth Store Front CUSTOMER JOURNEY MAP Social RESEARCH Media Website Store Referrals Online Reviews Deals of CHOOSE The Day Employee Advice In Store PURCHASE In Store App Service Rewards RENEW Download App Satisfaction Value CUSTOMER JOURNEY MAP DISCOVERY RESEARCH CHOOSE PURCHASE RENEW Decides between Goes to follow Sees a suggested Goes to organic social Social Media different options on X Social Media post pop up on feed media page feed account Word Of A friend recommends Asks a friend about Asks a friend which X X Mouth the juice their experience drink they preferred Pays with credit Receives loyalty Walks in to look at Picks item on the In Store Passes a store front card, mobile pay, card or uses menu menu cash, or loyalty card existing card Suggested on app Mobile orders an Pays with mobile Redeems loyalty App Looks up the menu store or website item pay benefits STRATEGIC OBJECTIVE To increase our Instagram social media following by 10% and gain more global brand attention. VALUES AND COMM WORDS Health Wellness Sustainability Trendy Aspiration CALL TO ACTION FOLLOW US CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik THANK YOU.
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