Juice Guys Case
Once the previous five points have been addressed, and then implemented into the Juice Guys store, management should focus on more long-term objectives. In addition to circling back and addressing the other eleven points that surfaced during our interviews (see LP Diagram), we believe that Juice Guys should consider the following issues going forward.
Open additional Juice Guys stores in high foot traffic locations. Other juice shops have been successful by opening stores in enough locations to develop great brand recognition, while simultaneously placing their stores right where consumers see and want them. We recommend that Juice Guys choose some non-neighborhood high foot traffic areas since smoothies and juice tend to be impulse purchases. Ideal future locations include the financial or office building districts, gyms, airports, and malls such as South Street Seaport, NYC and Quincy Market in Boston.
Consider partnering with another food outlet. Partners will allow Juice Guys to focus on its core competency (JUICE!), while the additional products offerings (for example, sandwiches, donuts, bagels, etc.) help drive winter traffic (and full meal eaters) to the store. Furthermore, sharing space reduces operating expenses for each of the businesses. However, some downsides to partnering include brand dilution, possible adverse effects on the Juice Guys store’s appearance and smell (which we now know is vitally important to the Juice Guys customer), as well as sticky issues if the partner’s business declines.
Develop a strategy to conduct future market research for Juice Guys. Remember that smoothies are not fad proof. People’s tastes and expectations are constantly changing. To remain successful, Juice Guys must be ready to move with its target markets’ desires. Constantly soliciting input from the target market, through comment cards, or better yet, one-on-one interviews with consumers as we did for this project, will yield the best