Boost Juice Bars Case Study

Content

• 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 Nestl 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 Nestl