Boost Juice Bars case study: marketing smoothie bars as a healthy alternative to coffee shops

Published by: Datamonitor

Published: May. 23, 2008 - 22 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The smoothie market has experienced rapid growth by delivering consumers healthy convenience

Boost Juice Bars is the fastest growing juice business in the southern hemisphere, which is quickly gaining a global presence through franchises

Boost Juice Bars was founded in Australia in 2000 by a mother who spotted a gap in the market for healthy drinks

Boost has grown quickly through franchises to become a global brand

The company now has over 200 stores worldwide and estimated sales of nearly US$100 million

Boost Juice Bars target 15-35 year olds, with recruitment and marketing communications an important part of cementing its marketplace positioning

Boost employs young, outgoing staff to reflect its healthy product range

Boost's VIBE loyalty program reaches over 300,000 members and is a vital communication tool

Boost produces a free monthly health focused magazine - Boost Life Magazine - with a circulation of around 160,000 in Australia

The company entered the UK market in 2007, which is now one of its most successful markets

Boost Juice opened eight UK stores in its first year in the market, and looks set to rival Crussh as the UK's largest smoothie bar business

The company is predominately located in shopping centers and other enclosed environments to avoid bad weather damaging sales

Boost Juice's Trafford Centre store in Manchester, UK is now its best performing outlet globally

Boost Juice Bars has partnered with Nestlé to launch a supermarket range of smoothies in the UK, which has the potential to aid its growth substantially

Boosted Smoothies were launched in 2008 with a £5m marketing budget

The drink's point of difference is described as its focus on functional ingredients

Boosted Smoothies will compete with market leader Innocent, whose strength in the marketplace may be hard to crack

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: As of December 2007, Boost Juice Bars were located in the following countries

List of Figures

Figure 1: There is a unfulfilled need for healthy and convenient food and drink options

Figure 2: Franchisees speak highly of the company, which now has stores around the world

Figure 3: Boost Juice Bars employs young, outgoing staff to appeal to its target demographic

Figure 4: Boost Juice's health survey found that its customers were mostly young, single females

Figure 5: Boost Life magazine content is designed to appeal to its core customers

Figure 6: Boost Juice Bars has introduced the Boosted Juice retail line in the UK in partnership with Nestlé

Abstract

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