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The Mighty Kiwi Juice Bar & EateryBrand StrategyBy Kelsey SchaeferCOMM-3051: Brand MarketingOctober 10, 2019

Brand Audit and ResearchBrand OverviewThe Mighty Kiwi Juice Bar & Eatery is a quick service restaurant in Selkirk, Manitobathat is all about providing healthy, fresh, and locally sourced products. It opened itsdoors in March of 2017 and its revenue has been consistently increasing ever since,according to co-owner Miranda Schmidt.Schmidt and her partner, Jocelyn Kreml, created their initial business plan in October2016, with the intent of providing the community with delicious and quick, healthy mealsthat are free of artificial additives. The duo believes that people shouldn’t have to go to arestaurant and search for a menu item to manipulate in order to find something healthy.The business has been quite successful in this smaller community, increasing salesevery year and consistently adding new products and services. However, Schmidt saysthe problem they keep encountering is a lack of awareness. Customers consistentlyexpress surprise when visiting The Mighty Kiwi for the first time. They are surprised tolearn about its vegan and gluten free products, house-made vegan cheese, or that itoffers more nutritious, “guilt-free” dessert options available for custom order.

Environmental ScanSelkirk CAO expects thepopulation of Selkirk todouble in the upcomingyears.iiFocus marketing efforts onincreasing awareness, bothfor current and newresidents.Consumers are moreconcerned than ever abouteating healthy, wholesomediets.iiiMaintaining wholesomeingredients and freshproduce will be crucial towhat sets TMK apart.Promote commitment towhole, fresh ingredientsand sourcing ingredientslocally. Promote that TMKis the only local restaurantthat makes its menu itemsfrom scratch.Primary research indicatesthat approximately two percent of people familiar withTMK are aware of itshealth-conscious menu.People don’t seem to beaware of what TMK has tooffer them.Focus on brandawareness, specifically onpromoting what makesTMK different – vegan,vegetarian and gluten-freeoptions; food made fromscratch, etc.The North Americansmoothie market will begrowing at a compoundannual growth rate of 8.59per cent until 2021.viHealthy eating hasbecome a popular trendfor consumers.Promote TMK asSelkirk's go-to healthyrestaurant.Social media managementhas become an importantfactor in restaurantsuccess.Social media will be acrucial asset in increasingour awareness.Utilize tools like socialmedia promotions,contests, hash-tags, etc.Advertisements for foodand non-alcoholic productsshould be cleared throughCanada’s Food and DrugsAct and Regulations, theCFIA’s Industry LabellingTool and other policiesNot adhering to specificguidelines could result in asetback in businessobjectives and a loss inrevenue.Review all advertisementsthrough Ad StandardsClearance Services.SocioDemoThe City of Selkirk recentlypurchased 326.5 acres ofland to expand its westernneighbourhoods.iEcoIdeas for ImplementationTechDetermine ImpactRegFacts and Trends

The Competition1. Roxi’s by the Red Uptown Cafe(Indirect)Roxi’s is a family-style restaurant that has been operating since December, 2007. Itslongevity in the local market, reputation, and proximity to The Mighty Kiwi make it thestrongest competitor. Roxi’s has undergone several re-brands, changing names andmanagement over the years.ProductRoxi's serves an American, Canadian menu with some vegetarian, vegan and glutenfree options available. It offers breakfast, soups and salads, sandwiches and burgers,pizzas, entrées, and its popular display case of house-made desserts.PriceBreakfast - 3- 12Starters - 3- 11Sandwiches, Wraps, & Burgers - 5- 10Salads - 9- 13Entrees - 11- 17PlaceRoxi’s is located at 219 Manitoba Avenue in Selkirk, next door to The Mighty Kiwi.Roxi’s is part of the Selkirk Motor Hotel, along with On The Rocks Bar & Nitecluband the Red Barn Cold Beer Store and Bottle Depot, and is likely promoted at theselocations. Roxi’s menu is available to On The Rocks customers during mutualhours.Promotion Paid — Roxi’s does not seem to use paid advertisements. Earned — Roxi’s currently has a 4.6/5 Facebook rating and was voted the #1Restaurant in Selkirk on TripAdvisor. Shared — Roxi’s is active on its Facebook page, which also serves as itswebsite, posting business updates and in-house contests.Facebook – 2,026 followers. Owned — Roxi’s does not seem to utilize owned media.Strengths and WeaknessesThe greatest strength for Roxi's is its long-standing reputation. Roxi’s has made aname for itself in the local dining industry with its reasonable prices, consistent quality,and its involvement in community events. During Selkirk’s busiest weekend, the TripleS Fair & Rodeo, Roxi’s and On The Rocks become so busy that they sell advancedtickets for entry.The greatest weakness for Roxi's is its lack of promotions. Roxi’s only communicateswith consumers via its Facebook page and does not promote what makes its productsdifferent.

2. J & L Eatery(Direct)J & L Eatery is a locally-owned sandwich and soup restaurant. It opened its doors inDecember 2017 with a similar intention to that of The Mighty Kiwi, to offer Selkirk moreoptions for authentic and delicious food service. J & L offers catering services as well asvegetarian and gluten-free options.ProductJ & L Eatery’s menu focuses mainly on a variety of sandwiches, created with fromscratch produce like 30-hour roasted pulled pork. Its soup changes daily andoccasionally accommodates gluten-free and vegan diets.PriceSandwiches – 7.59 - 8.99Salads – 6.79 - 15.79Wraps – 8.79 - 8.99Kids Menu - 5.95Soups – 3.54 – 5.31PlaceJ & L Eatery is located at 176 Main Street in Selkirk, approximately two kilometres fromThe Mighty Kiwi.Promotiono Paid — J & L Eatery does not seem to utilize paid advertisements.o Earned — J & L Eatery earns awareness by participating in communityevents, such as Holiday Alley.o Shared — J & L Eatery uses its Facebook page as its website to share photosand reviews. Facebook – 576 followers.o Owned — J & L Eatery does not seem to utilize owned media.Strengths and WeaknessesJ & L Eatery’s greatest strength in terms of being a competitor for The Mighty Kiwi is itsproduct quality. Its Facebook posts promote its homemade products and commitmentto ingredients free of additives.J & L Eatery’s greatest weakness is its lack of promotion and public information. ItsFacebook page doesn’t share any information about its owners, history, or uniqueselling proposition. Its posts about its products are also somewhat sporadic.

3. SUBWAY(Indirect)When Schmidt and Kreml decided to open The Mighty Kiwi, they felt their biggestcompetition was SUBWAY, as it was the only quick-service restaurant in Selkirk makingany kind of health claims. SUBWAY has boasted quick, nutritious meals that the wholefamily can enjoy since the franchise was started in 1974. It offers similar products tothat of The Mighty Kiwi, although its ingredients are not made in-house. SUBWAY alsooffers catering services.ProductSUBWAY’s claim to fame is its submarine sandwiches and its “Sandwich Artists” whomake them on demand. Its menu of staple sandwiches consists of more than 35options. SUBWAY also offers wraps, salads, soups, and breakfast items.PriceSandwiches - 4.40 – 9.75Paninis & Wraps - 5.49 – 9.19Kids Menu - 4.69Footlong Combos - 11.59 – 14.89Salads - 6.69 – 9.19Beverages - 2.79PlaceSUBWAY currently has more restaurants worldwide than any other restaurant chain.ivSelkirk has two locations, one on the same street as The Mighty Kiwi and the otherapproximately two kilometres away. Its products are also available in the form of giftcards at local grocery stores. SUBWAY also offers catering services and has recentlybegan offering delivery.Promotion Paid — SUBWAY utilizes a variety of paid media including social media ads, payper-clicks, television commercials, and out-of-home advertising. SUBWAY alsooffers coupons in partnership with companies such as Show & Save. Earned — SUBWAY has earned a ton of media coverage over the years for itsefforts to differentiate itself from the fast food industry. SUBWAY Canada takespart in philanthropic initiatives such as World Sandwich Day in partnership withFood Banks Canada, where it donates millions of sandwiches to Canadians inneed. Shared — SUBWAY Canada maintains Facebook, Instagram, Twitter, andYouTube accounts where it regularly posts content about new products andservices, company announcements, and promotions.Facebook – 1,296,214 followersInstagram – 9,215 followersTwitter – 130,500 followers Owned — SUBWAY Canada offers a newsletter subscription to people who wantto stay up to date on industry trends, product news, and upcoming promotions.

Strengths and WeaknessesSUBWAY’s greatest strength is its reputation for being the go-to place for healthy fastfood. However, its popularity may also be its greatest weakness as a competitor to TheMighty Kiwi. People are becoming more concerned with supporting local businessesand Selkirk is no exception to that. SUBWAY’s quality of product is also not as high asThe Mighty Kiwi’s as most of its products are mass produced and contain preservatives.

Market/Market SegmentsAccording to primary research, The Mighty Kiwi owners don’t feel the need to target aspecific demographic but would rather increase awareness to both residents andvisitors, emphasizing on what sets them apart. Therefore, The Mighty Kiwi’s marketwould be 14-70-year-olds who value healthy ingredients made into meals that they don’twant (or know how) to make at home.Demo — The Mighty Kiwi owners expected most of its clientele to be young femalesbut have been surprised to find that its customers range in gender and age, from juniorhigh students to elderly couples. The Mighty Kiwi’s higher product quality targets middleto upper class income levels. Its location targets people who live in the Selkirk area orwho frequent it.Geo — Approximately 60 per cent of The Mighty Kiwi’s customers are Selkirk residentsand approximately 40 per cent are visitors from surrounding communities, according toSchmidt’s estimates.Psycho — People who frequent The Mighty Kiwi do so because they value high-qualityingredients and house-made products that are free of preservatives and artificialadditives. They are motivated by the idea of a healthy lifestyle.Behaviours — Along with Selkirk residents, those who live in the surroundingcommunities, such as St. Clements, do the majority of their spending in Selkirk. Peoplewho want a fine dining experience typically go to Winnipeg, therefore those who visitThe Mighty Kiwi would likely be interested in its lower prices. These consumers wantmeals that they won’t feel guilty about eating.Most Valued — Because The Mighty Kiwi does the majority of its promotions online, itsmost valued customers are likely young adults who are active online.What We Need — To determine how The Mighty Kiwi can improve its awareness, weneed to find out what the target audience already knows and how they found thatinformation. From there, we can determine what gaps need to be filled in.