Freshens
With over 1,200 units across the country, Freshëns Smoothies and Yogurt has become a staple brand within college campuses, airports and other managed foodservice locations by offering quick, healthy alternatives to the normal fare abundant in these environments.
Freshens: Crepes
Challenge
Without undermining its strong presence in the beverage and smoothie market, Freshëns wanted to expand its menu offerings to include food items that would reinforce the brand and compliment its core yogurt business. It approached The Culinary Edge to help devise a food platform that would meet customer’s expectations and still work within the limited confines of Freshëns existing equipment platforms.
Solution
The team toured New York and San Francisco researching innovative hand held eating options which were complimentary to beverage and yogurt businesses. After evaluating the market, guest and need states of the Freshëns consumer, the team created three distinct platforms to deliver food to hungry guests. Freshëns then conducted consumer panels, netting the clear winner: a handheld crepe with a distinctive crispy texture. With numbers of savory and sweet fillings, the crepes could be used as a meal for a weary traveler or a snack for a busy student. With this a the driving direction, The Culinary Edge created the menu, operations and two fully commercialized, proprietary blends for the crepe batter itself.
Results
Freshëns proudly introduced crepes four of its university stores as well as officially renaming itself “Freshëns Smoothies Yogurt and Crepes.” The new food option is a hit, delivering over double the expected sales and more than doubling store revenues year over year. This new crepe platform is slated for introduction in over 20 universities in 2012.
Press
- Freshens Launches Crepe Concept
- Western Kentucky University welcomes Freshens’ new crepes
- Watch Freshens crepes being made
Freshens: Smoothies & Frozen Yogurt
Challenge
Freshens approached The Culinary Edge with the challenge of growing top line sales by helping launch an updated prototype that would address a few strategic goals. The first was to acknowledge consumers’ growing appreciation for tart yogurt as seen in the recent growth of concepts within the yogurt space. Second was to help define a more full snack offering. The Culinary Edge’s final task was to analyze their existing smoothie menu to find opportunities to expand the menu and improve formulations.
Solution
Via a thorough review of Freshens’ competitive set as well as in-depth consumer and food industry research, The Culinary Edge was able to recommend a snacking approach that included products specifically chosen for both how they paired with Freshens’ core products as well as how they complimented Freshens’ overall brand positioning. In the end, we introduced tart yogurt and updated the Freshens approach to toppings. The Culinary Edge also created new formulations for several core smoothies that fit the operating and distribution model.
Results
Freshens’ new store design has garnered praise from contract dining operators, franchisees and customers alike. They have reported significant growth in top line sales and in increased traffic overall.