BRAND PRESENTATION - Fruitisimo group
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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 “ It’s not about better
or more powerful juice
ALL THIS MAGIC?
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.
Smile!
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.
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 HANDMADE
COCKTAILS ICE CREAM
Fresh juices simply Fruitisimo loves fruits
got under our skin. and ice cream is the queen
of our heart. After all,
15 original cocktails prepared love conquers all...
right in front of you
Over 20 flavours
Over 100 combinations of fresh of artisanal ice cream
juices blended from a variety
of fruits and vegetables Handmade by
according to customer qualified employees
wishes
Genuine ingredients
2 new drinks from
seasonal fruits every Sorbets with 82% fruit
two months.
HEALT
H
break Y CUPS
fast a
salad nd
s
R E S H LY
F
O U N D
GR HOMEMADE
O F F E E
C CAKES
WE ARE
average Fruitisimo Ugo Bubblelogy
Awareness (% of people 35 55 27 42
who know the brand)
Experience with the
brand (% of people who 17 25 14 18
have purchased)
Current purchase (% of
people who keep on 10 14 10 9
NUMBER
visiting the store)
Top of mind (% of people
who visit the store the 5 8 6 5
most often)
Fruitisimo Ugo Bubblelogy
ONE!
Awareness 55 %
Ice cream 60 46 14
(=% of people who know of polled sample
the brand) are aware of the
Fruitisimo brand
Cakes 16 10 12
Trying out 54 %
(=% of people who actually of them have personally
have experience with the purchased a Fruitisimo
brand they know) product
Juice cocktails 57 58 33
Satisfaction 57 %
(=% of people who actually of those who purchased
Fresh juice 74 82 31 keep on visiting the store from Fruitisimo keep on
from those who have visiting the store
experienced it only once)
Fruitisimo is the most popular brand within its Lemonade 42 44 73
Loyalty 59 %
category, i.e. healthy snacks. We particularly (=% of people who
purchase the most from
of those who keep on
visiting Fruitisimo
those who keep on – perceive it as their
benefit from our high brand awareness! Anything else 3 10 14
visiting) preferred brand
Fruitisimo has been voted as a 2016 and 2017 Basis 139 98 93
Czech Superbrands and a Slovak Superbrands
in 2017. *According to the survey “Fresh juices, ice creams: consumer behavior” IPSOS, July 2015CONSUMER 30 %
of people visit
47 %
of people indicated
BEHAVIOUR
a shopping mall just that they would stay
to eat and drink. longer for shopping
if they had a chance
to eat or drink
TRENDS
during their visit.
31,1 % 45,1 % 42,5 %
of people visiting The availability of healthy of customers of customers would
shopping malls would options is important would like to enjoy like to enjoy more
like to have more for 46,3 % of people more healthy innovative food
juice bars. in shopping malls. and organic options. offerings.
*According to the survey „Food & Beverage in a Shopping Centre“, CBRE 2015 *According to the survey „Food & Beverage in a Shopping Centre“, CBRE 2015HOW ARE WE
160.133
GROWING? LOYALTY PROGRAM MEMBERS
IN THE CZECH REPUBLIC
6 000 000
Litres of fresh juice sold
1 000 000
Loyalty Program members
2.372.351
FRESH JUICES SOLD LAST YEAR
4 500 000 750 000
5.957
3 000 000 500 000
1 500 000 250 000
0 0
2003 2006 2009 2012 2015 2018 2021 2003 2006 2009 2012 2015 2018 2021
TONNES OF FRUIT USED LAST YEAR
Number of Fruitisimo bars Number of employees
2.098.778
300 1600
225 1200
150 800
75 400 NUMBER OF ICE CREAM SCOOPS
0 0 SOLD IN 2016
2003 2006 2009 2012 2015 2018 2021 2003 2006 2009 2012 2015 2018 2021FRUITISIMO BAR FORMATS
BISTRO CAFÉ Size: 60 m2 +
KIOSKS Size: 15 m2 Location: shopping malls, busi-
Location: shopping malls ness/trade areas, office centers,
Seating area: 0 – 10 m2 city centers
Seating area: 20 m2 and more
UNITS Size: 30 m2 + SHOP-IN-SHOP Size: 15 m2
Location: shopping malls Location: petrol stations, hospitals,
Seating area: 0 – 10 m2 schools etc. Seating area: 0 – 10 m2
CAFÉS Size: 40 m2 + CARAVAN Size: 20 m2
Location: shopping malls, Location: city center – parks,
business/trade areas, squares and busy streets.
office centers, city centers Seating area: 0 – 10 m2
Seating area: 10 – 20 m2DETAILS...
INNOVATION
= PROGRESS
ca
rd
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, They travel, strive for successful
thanks to which we are always one careers and on the whole enjoy their lives.
step ahead of our competitors. Long story short, they live by our motto:
We have a database with more than
120,000 Loyalty Program members
with data on their customer LIVE WHAT YOU LOVE!
behaviour.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 activitiesFRUITISIMO IN THE NEWS
www.fruitisimogroup.com
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