marketing portfolio

VISIT THE SITE : harvestbagels.com

Case Study – Harvest Bagel Co.

Never underestimate the power of the brand. IBM is a great example of a company that embraces this notion – and continuously evolves. But IBM has been at this for more than a century. How does a start-up in today’s business environment build a meaningful and successful brand?

After leaving IBM, Matt Berry is putting his branding expertise to the test. While building the new Conversion Marketing brand, Matt had an idea: In order to help other start-ups develop amazing brands, he wanted to experience it himself. That was the genesis of Harvest Bagel Co.

“It’s hard to call myself a branding expert based solely on my corporate experience, although that has given me a great foundation to build upon.” “Having the opportunity to build the Harvest brand from scratch has been challenging and exciting, and I’ve applied much of what I’ve learned throughout my 20 year career.”

That’s what this live case study is all about as we’ll be sharing the experience of building a brand with our community. Many of you are true experts in what you do. So along the way, we’re going to poll our community to help make decisions where public opinion is more important that what we think.

public relations services

Harvest Bagel Co. opened it’s doors in November 2017. Follow along as the Conversion Marketing team builds the Harvest Bagel Co. brand. The ultimate goal is to establish a franchise business – bringing a fresh and unique bagel experience to other parts of the U.S. We already have interest in CT, FL, CA, and AZ.

 

We started the experiment with the question:

Can we create a truly unique, fresh, clean, and healthy bagel shop in NJ?

 

Things we had to consider:

  • Crowded market for “traditional” bagel shops – and they all seem the same. Messy and cluttered looking, poor customer service, cutting corners when it comes to making bagels.
  • We have to use the best, freshest and most natural ingredients – as this is a big opportunity to differentiate the brand.
  • Have to hire the right people – they represent the brand and the intense focus on customer service. Trained to do certain things. For example – rather than guessing if we have any products with nuts, employees are instructed to go right to the “playbook” at the front counter.
  • Perfect the product (two months of testing/experimenting).
  • We researched some of the most successful, popular and unique bagel businesses in the country and visited a handful of them – as far away as Denver.
  • During the course of the two month research period, we hired the highly skilled, best handroller, baker, lox slicer, etc. The best products – sourced locally, small batch.
  • Big focus on innovation, trying new things. But we started with the basics and one of the first things that surfaced was the fact that so many seeds tend to fall off bagels. That led to us introducing the world’s first “Inside Out” bagel which has the toppings/seeds inside the bagel as well as the outside. Great flavor and the reaction has been overwhelming. We can’t make enough of them.
  • We tested it with friends, family and even some of our new neighbors and everyone loved it.
  • As busy as we get, we will not change the way we roll, proof, poach and bake our bagels. Other places, when demand goes up, they quickly make up a batch because they don’t want extras going to waste. Every Harvest bagel is made using the best ingredients, in the optimal environments, and using the best techniques – all by hand, all natural.
branding services

As Harvest moves into month two, the ultimate goal is to establish a franchise business – bringing a fresh and unique bagel experience to other parts of the U.S. There’s already interest from associates in CT, FL, CA, and AZ

 

Whether you’re marketing pro or you just love bagels, come along with us on this unique and real journey. Learn from our mistakes – and there will be plenty of them. Contribute along the way by participating in frequent online polls and other venues for engaging our community in building the Harvest brand.

marketing portfolio

VISIT THE SITE : harvestbagels.com

Case Study – Harvest Bagel Co.

Never underestimate the power of the brand. IBM is a great example of a company that embraces this notion – and continuously evolves. But IBM has been at this for more than a century. How does a start-up in today’s business environment build a meaningful and successful brand?

 

In a world where practically anyone with an internet connection can start a business, where do you even begin? While many agencies claim to be branding “experts,” how many of them have truly built a brand from scratch. It’s not even so important that it’s a successful brand – but the experience of failing, or making mistakes.

That’s what this journey is about. Sharing the experience of building a brand with our community. Many of you are true experts in what you do. So along the way, we’re going to poll our community to help make decisions where public opinion is more important that what we think.

public relations services

Harvest Bagel Co. opened it’s doors in November 2017. Follow along as the Conversion Marketing team builds the Harvest Bagel Co. brand. The ultimate goal is to establish a franchise business – bringing a fresh and unique bagel experience to other parts of the U.S. We already have interest in CT, FL, CA, and AZ.

 

We started the experiment with the question:

What if we could create a fresh, clean, healthy bagel shop in NJ.

 

Things we had to consider:

 

  • Crowded market for “traditional” bagel shops – and they all seem the same. Messy and cluttered looking, poor customer service, cutting corners when it comes to making bagels.
  • We have to use the best, freshest and most natural ingredients – as this is a big opportunity to differentiate the brand.
  • Have to hire the right people – they represent the brand and the intense focus on customer service. Trained to do certain things. For example – rather than guessing if we have any products with nuts, employees are instructed to go right to the “playbook” at the front counter.
  • Perfect the product (two months of testing/experimenting).
  • We researched some of the most successful, popular and unique bagel businesses in the country and visited a handful of them – as far away as Denver.
  • During the course of the two month research period, we hired the highly skilled, best handroller, baker, lox slicer, etc. The best products – sourced locally, small batch.
  • Big focus on innovation, trying new things. But we started with the basics and one of the first things that surfaced was the fact that so many seeds tend to fall off bagels. That led to us introducing the world’s first “Inside Out” bagel which has the toppings/seeds inside the bagel as well as the outside. Great flavor and the reaction has been overwhelming. We can’t make enough of them.
  • We tested it with friends, family and even some of our new neighbors and everyone loved it.
  • As busy as we get, we will not change the way we roll, proof, poach and bake our bagels. Other places, when demand goes up, they quickly make up a batch because they don’t want extras going to waste. Every Harvest bagel is made using the best ingredients, in the optimal environments, and using the best techniques – all by hand, all natural.
branding services

As Harvest moves into month two, the ultimate goal is to establish a franchise business – bringing a fresh and unique bagel experience to other parts of the U.S. There’s already interest from associates in CT, FL, CA, and AZ

 

Whether you’re marketing pro or you just love bagels, come along with us on this unique and real journey. Learn from our mistakes – and there will be plenty of them. Contribute along the way by participating in frequent online polls and other venues for engaging our community in building the Harvest brand.