Analytics, Marketing, and Expansion for a Family Food Service
The client, a dynamic husband-and-wife food business, brings a fusion of Dominican and Soul flavors to the culinary scene of Gainesville, Florida. Operating as a nimble "Cottage Food Business," the client’s journey began with their famous empanadas—and they aspired to evolve into a fully functioning restaurant. Their commitment to quality and innovation positioned them in multiple farmer's markets, garnering success and strong connections within the Gainesville community.
Situation:
Since they are a new business, the duo struggled to expand their brand reach and achieve a broader range of clientele. Existing success in farmer's markets was commendable, but the client acknowledged the need for strategic growth beyond their current capacity. In particular, they were in need of new ways to market themselves and required assistance in compiling a roadmap of how to position their business for further expansion, as they had thoughts of establishing a food truck or restaurant in the far future.
Challenge:
Despite a growing Instagram following, the desire was to amplify social media presence and engagement, targeting a goal of 1,000 followers by year-end. The intricacies of financial management had become complex with business growth, necessitating a streamlined system. Additionally, logistical challenges emerged as they contemplated venturing into the campus of the University of Florida in efforts to reach a robust student population.
Approach:
In our strategic approach, we addressed each challenge to empower our client for sustained growth and success. Led by Gabriela, our strategy aimed to boost weekly revenue to $2,000. Research identified new farmer's market opportunities as well as potential on-campus partnerships, and a digital monthly calendar ensured preparedness for such events. Sales and profit monitoring, coupled with lasting partnerships, formed the cornerstone of our approach. Harrison spearheaded the implementation of an advanced bookkeeping and analytics software system. This entailed analyzing revenues, expenses, profit margins, and earnings per labor hour. A user-friendly manual entry system for cash transactions was designed, and data-driven adjustments in pricing strategies were executed as well. Under Ekin's leadership, our marketing strategy focused on an Instagram-centric rebranding that ensured a consistent and professional look. Social media engagement was encouraged at the point of sale, and captivating promotional materials, including stickers and logos, were introduced. Professional photography enhanced brand credibility, and strategic marketing during college football games targeted a younger audience, contributing to increased brand awareness.
Impact:
Main Recommendations:
Implement a digital monthly calendar to ensure event preparedness.
Utilize a manual entry system for cash transactions.
Maintain a consistent digital brand presence through social media engagement with brand-specific promotional materials.
Rem and Company Team:
Team Lead: Thomas Rudloff
Strategist: Ekin Longobardi
Strategist: Gabriela dos Santos
Strategist: Harrison McLellan
At Rem and Company, we're on a mission to keep doors open and dreams alive. Rem and Company started as a social impact initiative offering free consulting services to small businesses impacted by COVID-19. Rem and Company has become an information hub and digital community platform for small businesses in need. At Rem and Company, small businesses stay up to date on trends in their industries, learn new approaches from peers, build a network, and develop the capacity to adapt as the world around them changes. Our consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies and facilitate execution. If you are a small business owner and want to learn more about how we can help, request a free consultation.