BRAND PRESENTATION
LIVE WHAT YOU LOVE JUST LIKE US!
HOW IT STARTED In 2000, as two students of the Prague University of Economics we traveled to the United States to gain real life experience. We worked in a restaurant together for one whole summer. We started by cleaning tables and washing dishes; after a while, we moved to serving the guests. Both of us were fascinated by the restaurant s emphasis on the quality and freshness of their food as well as the sophisticated, well-run system within the restaurant. We learned these new rules and procedures, even though their importance was sometimes unclear for two Europeans. However, we discovered their value when the restaurant was full but guests were still willing to wait an hour to get a table! Moments like this displayed the restaurant s true quality. We opened our first ice cream bar in Prague in 2003, followed shortly by our first fresh juice bar. And that s how Fruitisimo started! As our first priority, we tackled sales systems and staff communication and training in order to follow our goals as closely as possibly. We wanted our customers to say to themselves, We ve always wanted a juice bar with this great atmosphere and level of customer care! We proceeded to open bar after bar. In the past several years, filling key roles in both the marketing and sales departments has been crucial for our growth. Today, we have 60 stores. Since 2007 the company has been operating in Slovakia. In 2016 the first fruit bar was opened in a shopping centre in Budapest, Hungary. In the same year, the management was joined by investors to support expansion. The beginning of February 2017 saw a change in ownership of Fruitisimo. Tomáš Lichtenberg sold his share to the other shareholders and his role as executive director ended. The only executive director is currently Jan Hummel who has a 60% share in the business. The company s objective continues to be a number one brand in the market and expand to new locations and new countries.
HOW DO WE CREATE ALL THIS MAGIC? It s not about better or more powerful juice blenders. It s all about people. We love what we do, and you can feel it every time.
BRAND MANIFESTO WE WANT TO IMPROVE YOUR DAY EVERYDAY. 1. Healthy products 2. Homemade recipes 3. Free smile guarantee 4. Loyalty program
Did you know that this year it s hot to wear a smile from ear to ear? If you happen to forget yours at home, come and join us for a drink or an ice cream and you ll get one great smile for free. Our fruit bars offer a unique and uplifting Fruitisimo experience, full of positive emotions. Each of our products includes: Love for fruit! Our new style? Fruit is everywhere we look! And why is that? Because we look at everyone and everything through our fruit glasses. Smile!
POSITIVE EMOTIONS! Joy! Our products radiate positive emotions. The Fruitisimo gang accepts everyone who loves life. We stick with our motto: LIVE WHAT YOU LOVE
JUICES AND FRUIT COCKTAILS Fresh juices simply got under our skin. 15 original cocktails prepared right in front of you Over 100 combinations of fresh juices blended from a variety of fruits and vegetables according to customer wishes 2 new drinks from seasonal fruits every two months. HANDMADE ICE CREAM Fruitisimo loves fruits and ice cream is the queen of our heart. After all, love conquers all... Over 20 flavours of artisanal ice cream Handmade by qualified employees Genuine ingredients Sorbets with 82% fruit
HEALTHY CUPS breakfast and salads FRESHLY GROUND COFFEE HOMEMADE CAKES
WE ARE Awareness (% of people who know the brand) Experience with the brand (% of people who have purchased) Current purchase (% of people who keep on visiting the store) average 35 Fruitisimo 55 Ugo 27 Bubblelogy 42 17 25 14 18 10 14 10 9 NUMBER ONE! Fruitisimo is the most popular brand within its category, i.e. healthy snacks. We particularly benefit from our high brand awareness! Fruitisimo has been voted as a 2016 and 2017 Czech Superbrands and a Slovak Superbrands in 2017. Top of mind (% of people who visit the store the most often) Ice cream Cakes Juice cocktails Fresh juice Lemonade Anything else Basis 60 5 8 6 5 Fruitisimo Ugo Bubblelogy 46 14 16 10 12 57 58 33 74 42 3 139 82 44 10 98 *According to the survey Fresh juices, ice creams: consumer behavior IPSOS, July 2015 31 73 14 93 Awareness (=% of people who know the brand) Trying out (=% of people who actually have experience with the brand they know) Satisfaction (=% of people who actually keep on visiting the store from those who have experienced it only once) Loyalty (=% of people who purchase the most from those who keep on visiting) 55 % of polled sample are aware of the Fruitisimo brand 54 % of them have personally purchased a Fruitisimo product 57 % of those who purchased from Fruitisimo keep on visiting the store 59 % of those who keep on visiting Fruitisimo perceive it as their preferred brand
CONSUMER BEHAVIOUR TRENDS 30 % of people visit a shopping mall just to eat and drink. 47 % of people indicated that they would stay longer for shopping if they had a chance to eat or drink during their visit. 31,1 % 45,1 % 42,5 % of people visiting shopping malls would like to have more juice bars. The availability of healthy options is important for 46,3 % of people in shopping malls. of customers would like to enjoy more healthy and organic options. of customers would like to enjoy more innovative food offerings. *According to the survey Food & Beverage in a Shopping Centre, CBRE 2015 *According to the survey Food & Beverage in a Shopping Centre, CBRE 2015
HOW ARE WE GROWING? 160.133 LOYALTY PROGRAM MEMBERS IN THE CZECH REPUBLIC 2.372.351 6 000 000 Litres of fresh juice sold 1 000 000 Loyalty Program members FRESH JUICES SOLD LAST YEAR 4 500 000 750 000 3 000 000 1 500 000 0 2003 2006 2009 2012 2015 2018 2021 500 000 250 000 0 2003 2006 2009 2012 2015 2018 2021 5.957 TONNES OF FRUIT USED LAST YEAR Number of Fruitisimo bars Number of employees 300 225 1600 1200 150 800 75 0 2003 2006 2009 2012 2015 2018 2021 400 0 2003 2006 2009 2012 2015 2018 2021 2.098.778 NUMBER OF ICE CREAM SCOOPS SOLD IN 2016
FRUITISIMO BAR FORMATS KIOSKS Size: 15 m 2 Location: shopping malls Seating area: 0 10 m 2 BISTRO CAFÉ Location: shopping malls, business/trade areas, office centers, city centers Seating area: 20 m 2 and more Size: 60 m 2 + UNITS Size: 30 m 2 + Location: shopping malls Seating area: 0 10 m 2 SHOP-IN-SHOP Size: 15 m 2 Location: petrol stations, hospitals, schools etc. Seating area: 0 10 m 2 CAFÉS Size: 40 m 2 + Location: shopping malls, business/trade areas, office centers, city centers Seating area: 10 20 m 2 CARAVAN Size: 20 m 2 Location: city center parks, squares and busy streets. Seating area: 0 10 m 2
DETAILS...
INNOVATION = PROGRESS card OUR TYPICAL CUSTOMER 75 % women, 25 % men Our customers seek premium quality products. They prefer to buy the best. We work with custom-developed information and cashier systems, thanks to which we are always one step ahead of our competitors. We have a database with more than 120,000 Loyalty Program members with data on their customer behaviour. They travel, strive for successful careers and on the whole enjoy their lives. Long story short, they live by our motto: LIVE WHAT YOU LOVE!
PARTNERS, CLIENTS, ETC. LONG-TERM COOPERATION IS OUR PRIORITY THE BEST PARTNER FOR YOU! - Our concept is easily adapted to a wide range of spaces and locations - We offer an entertaining experience - We have a large database of loyal customers - We are a great partner for local marketing activities
FRUITISIMO IN THE NEWS
www.fruitisimogroup.com