Distribution Strategy
We will get our product to customers through our retail locations in SoMa where they go to pick up their meal.
Sales Strategy
We’ll have a direct sales team that customers interact with when placing orders in store, as well as a self-service model to handle orders placed on our mobile app.
Self-Service: Customers place orders online via our Soup & Bread Mobile App. Direct Sales: Customers interact with team members to place orders in store.
Rationale:
- Self-Service: Urban professionals prefer a quick, efficient ordering process. Self-service eliminates friction, aligns with the digital-first approach, and reduces staffing costs
- Direct Sales: Provide customers with an option to go in-store and place direct orders
Marketing and Promotion
We will use Facebook and Instagram to promote our opening. The two largest categories of the Facebook user demographic are 24.2% aged 25-34 and 19% aged 35-44, while the two largest categories of the Instagram user demographic are 26.5% aged 18-24 and 28.3% aged 25-34. Since we are targeting both families and busy working professionals and most tech workers in SF are in their 20s and 30s, using Facebook and Instagram will cover most of our target customer base. We plan not to use other channels such as physical posters since our target market is primarily in tech and social media has been shown to increase sales and exposure to businesses.
The content of our promotions will highlight the convenience, affordability, and unique appeal of our brand (coziness).
We will also provide an email subscription service to promote new seasonal offerings and limited menu items/deals when they come out. Since social media visibility is dominated by algorithms, email marketing will ensure newsletters land in customers’ inboxes, retaining old customers.
Customer Service Strategy
We will have customer service support (phone number) by a designated front-of-house person at the in-person express location to handle issues with the app. We anticipate an user guide to be most relevant to our mobile ordering experience, so we would employ a traditional, fast onboarding introduction for placing mobile orders upon entering the app
Customer feedback collection:
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- For mobile app, after every transaction we will solicit feedback on the customer’s ordering experience, asking for a rating out of 5 stars and other feedback
- For in-store experience, we will have feedback solicitation on a mobile receipt, asking for a rating out of 5 stars and other feedback
- Social media comments / DMs
