Brand Analysis

  • Joe and The Juice is a Danish chain of coffee shops established by Kaspar Basse in 2002.

  • Their menu has a wide variety of coffees, juices, and sandwiches.

  • Over than 300 locations across North America, Europe, Australia, U.S, and Asia.

  • Food Waste App in-house.

  • The ingredients that are in their products are produced by Joe and The Juice. 

  • Health conscious Gen Z’s.

  • Competitive pricing strategy. 

  • In person, website, Joe Loyalty App, other platforms.

  •  Promotion: Gifts and point system.

  • Collaboration with local artists.

SWOT

Research Objectives

  • Investigate the acceptance and eating habits of the potential consumers in the Boston market

    To adjust the concept and positioning strategy

  • Dig deeper into the purchasing habits of potential consumers

    To adjust focus points

  • Get to know more about the local competitors

    To introduce the brand into the new market

Full Report

Conclusion

  • Taste and Freshness were the most important drivers which push consumers to purchase from a specific brand. 

  • The lowest ranking attribute according to the respondents was Brand reputation. 

  • Convenient location and fast service were agreed to be the most important qualities. 

  • Unfavorable opinion towards the brand’s overall evaluation,  as well as a low purchase intention after the viewing of the concept board. 

  • They failed to pass the action standard for this study.

  • The respondents did not agree with the implementation of the coffee shop chain to the Boston market. 

Recomendations

Positioning & Targeting

  • Female respondents had a relatively more favorable overall evaluation and purchase intention. 

  • Respondents of the same age demographic (18-24), making it impossible to conclude whether or not this brand is preferred by an age group from others.

  • The perception was positive with associations to terms such as vibrant, youthful, and trendy. 

  • The male respondents were those who associated this brand to those adjectives 

  • Female respondents believe it to be more sophisticated. 

  • This chain was also perceived to be on the more expensive side. 

  • The highest-ranked attribute was the taste.

  • The nutritious value of the products offered and the availability of a wide range of products offered was also ranked highly amongst respondents.

4Ps & Study Limitations

  • Place: Newbury Street and Seaport appeared to be the most favorable places.

  • Product: In-store was the most favored consumption method, yet there was also a demand for the online order/ in-store pick up method. 

  • Promotion: discounts.

  • Price between $5.00 - $6.00, per drink.

  • Instagram was identified as the main platform that respondents showcased the highest preference for. 

  • The range of the sample was very limited and the vast majority of the respondents belonged to a similar demographic audience. 

  • The analysis was based on the assumption that the data was representative and comprehensive to properly represent the whole target population.

  • It is best for the brand to not enter the Boston market