Grain and Berry

History

• Grain and Berry was founded in the summer of 2017 by founders Trey Kessler, Douglas Lang, and Kirsten Lang.
• They serve superfoods-based smoothie bowls such as hot pink pitaya, teal blue spirulina and deep purple acai.
• According to one of their founders Douglas Lang, they started because of her daughter's health issue and they found that acais bowls can be good for her and when he met co-founder Trey Kessler they were inspired to build a restaurant that serve healthy acai bowls.
• Co-founder Kristen Lang created their menu that consists of bowls, fruit smoothies, yogurt parfaits and banana splits, avocado toast, and juices.

Growth

• Although they started in 2017, they are on track to secure franchisees for 100 locations across the state of Florida within three years.
• They have secured seven franchisees who are planning to open 19 locations throughout the state.
• Their first location is in Palm Harbor, FL.
• Then the company opened locations in the USF area and Westchase in 2018.
• In April 12, 2019, they opened a mall spot in Brandon Mall.
• In May 2019 they opened two new locations in South Dale Mabry and North Dale Mabry Highway.
• According to a franchisee, the growth of Grain and Berry is due to their tasty healthy instagrammable bowls. Apart from being healthy, their foods can be customized.
• They are voted #1 by Tampa Bay Times for best bowl.
• They market as a superfood cafe with a focus on signature acai bowls and fresh fruits are delivered to each location six days a week.
• They are available for franchising in 37 states.

Locations

• Their headquarters is located at 33840 US HWY 19 N, Palm Harbor, FL 34684.
• They currently have 7 locations all in Florida.
• These locations are in Palm Harbor, USF Tampa, Westchase, Key West, Brandon Mall, South Tampa and Carrolwood.
• Locations that are opening soon are located in New Tampa, Trinity, Maitland, Spring Hill, Riverview, St. Petersburg, Ocoee, and Hamlin (Winter Garden).

Financial

• A new location can be launched for $150,000 to $300,000.
• They collect a franchise fee of $25,000, and Grain & Berry receives 6% of a franchise monthly revenue and also collect 2% from advertising fee.

Research Strategy:

Education

• From 1987 to 1990, Brendon Rennert obtained a bachelor's degree in Business, Management, Marketing, and Related Support Services from the State University of New York at Fredonia.

Professional History

• In 2017, Brendon Rennert co-founded Grain & Berry in Florida; Mr. Rennert is currently serving in two capacity as the co-founder & chief marketing officer — CMO at Grain & Berry.

Family Life

• Inferring from Brendon Rennert Facebook profile, Mr. Rennert is married to a wife, and they have a daughter — Helene.

Hobbies and Interests

•  Brendon Rennert is outgoing and adventurous. He loves going out and taking pictures with his family and friends. There were several pictures of his daughter and wife during some of their outdoors participation on his Facebook page.
• Brendon Rennert is interested in restaurant management — he has posted several pictures of cocktails and snacks on his Instagram page.
• Mr. Rennert likes smoothies and cocktails. There were several Instagram posts with pictures of different smoothies and cocktails — this proves this to be most likely true.
• Brendon Rennert likes pet — dogs. There were several pictures of dogs and himself playing with his pet and daughter on his Facebook page.
• Mr. Rennert is a sports fan. He posted pictures of the America Football game on his Facebook page.

Social Causes or Charities

• Brendon Rennert started the courage and compassion exhibition in Florida Museum to tell the story of his grandfather and brothers for their heroic effort throughout the Holocaust to save the Jews.
• Over ten years, Mr. Rennert has been educating children and school groups on the Florida Holocaust to tell them the story and ensure history never repeats itself.

Social Media Accounts

•  LinkedIn 
•  Instagram 
•  Twitter 
•  Facebook 
•  YouTube 

Grain and Berry opens new location in South Tampa

•  This article was published in the Tampa Bay Times on May 8, 2019.
• It discusses a new Grain and Berry location in South Tampa, Florida that allows customers to "customize their bowls by choosing a base, either acai, kale or pitaya, then top it with fruit, granola, honey, or nuts. Or they can try the smoothies, avocado toasts or energy shots."

Florida franchise, Grain and Berry, focuses on superfoods

•  This article was published by Fox 13 Tampa Bay on January 29, 2019.
• Grain and Berry plans to add 24 new locations by the end of 2019 and offers "fruit bowls, with acai, spirulina (an aquabotanical), pitaya (also known as dragonfruit), and kale bases."

Score acai bowls and more at Palma Ceia West's new Grain And Berry

•  This article was published on Hoodline on May 24, 2019.
• A new Grain and Berry location opened Palma Ceia West, Florida and features its fruit bowls, along with "international coffees, fresh pressed juices and avocado toasts."

Bulky smoothie bowl concept, Grain & Berry, opens in Brandon

•  This article was published on That's So Tampa on April 12, 2019.
• Another Grain and Berry location opened in Brandon, Florida and notes the restaurant was named the "best bowl spot in the city" by the Tampa Bay Times.

Grain and Berry Cafe

•  This article appeared in the Tampa Bay Date Night Guide on August 21, 2019.
• Grain and Berry Cafe was named as a nutritious and tasty spot to visit on a date night in Tampa Bay, Florida. According to the article, "This cute shop has a few different locations perfect for an afternoon date or meetup."

Fresh Kitchen to Join Village at Hunter's Lake in Tampa

•  This article was published by Regency Centers on June 26, 2019.
• Fresh Kitchen announced it would be opening a restaurant in the same development as Grain and Berry, creating additional competition.

Key West Dining Does a Body Good

•  This article was published on KeysWeekly on January 10, 2019.
• Grain and Berry was named as one of the best places in Key West, Florida for "healthy, delicious, plant-based fare."

Best Smoothies in Tampa | Juice Bars to Stay Healthy

•  This article was published on MyAreaNetwork on August 8, 2019.
• Grain and Berry was named has having one of the best smoothies in Tampa, Florida.

Grain & Berry grows with two new Tampa locations

•  This article was published on That's So Tampa on May 3, 2019.
• In addition to its new location in South Tampa, Grain and Berry announced another new opening in Carrollwood, Florida.

Grain & Berry serves up colorful acai bowls around Tampa Bay

•  This article was published by ABC Action News WFTS Tampa Bay on August 12, 2019.
• This is a profile of Grain and Berry by a local television network that features the "Florida superfood cafe [that] serves up everything from delicious acai bowls and fresh-pressed juices to hearty avocado toasts and international coffees."

1. Rawk Star Cafe

• Here is the website link of Rawk Star Cafe.
• Their value proposition is preparing and serving "modern, raw and living, vegan cuisine" that benefits the body and tantalizes the taste buds. Their menu items do not contain processed or genetically modified ingredients.
• Their superfood menu includes agave, baobab, bee pollen, Brazil nuts, and sesame seeds.
• Rawk Star Cafe was selected as a competitor to Grain and Berry because they are located in the Tampa Bay area.

2. Vitality Bowls

• Here is the website link of Vitality Bowls.
• Their value proposition is providing health and wellness to all communities across the US via "fresh, high-quality superfoods".
• Their menu items include acaí bowls, "smoothies, fresh juices, soups, salads and panini" which are freshly prepared and free from ingredient fillers and artificial preservatives.
• Vitality Bowls was selected as a competitor to Grain and Berry because have a location in Sarasota, the southernmost part of the Tampa Bay Area.

3. Tropical Smoothie Cafe

• Here is the website link of Tropical Smoothie Cafe.
• Their value proposition is to offer "bold, flavorful smoothies with a healthy appeal" and quality ingredients.
• They stimulate a healthier lifestyle through great food and smoothies in a tropical and fun atmosphere.
• Their superfood brands include Acai Berry Boost, Chia Banana Boost, Orange Ginger Glow, and Peanut Paradise.
• Tropical Smoothie Cafe was selected as a competitor to Grain and Berry because they have several locations in Tampa.

4. SoFresh

• Here is the website link of SoFresh.
• Their value proposition is fueling a "life in motion through fresh food" prepared with only real ingredients.
• They aim to make eating fresh a part of everyone's lifestyle and they offer several preferences, including "vegan, vegetarian, keto, paleo and gluten-free".
• Their superfood menu items include red quinoa, broccoli, brown rice, balsamic vinaigrette, walnuts, and avocado.
• SoFresh was selected as a competitor to Grain and Berry because they have several locations in Tampa.

5. Vale Food Co

• Here is the website link of Vale Food Co.
• Their value proposition is to offer a "locally grown, healthy alternative to traditional fast food".
• They provide many fresh choices for customers to build their own bowl.
• Their superfood brands include Poke Bowls, Super Acai, Nut Butter Toast, and Avocado Toast.
• Vale Food Co was selected as a competitor to Grain and Berry because they also have a location in Tampa.

6. Bamboozle Cafe

• Here is the website link of Bamboozle Cafe.
• Their value proposition is sharing an "affordable and healthy lifestyle" dining experience with their community.
• Their menu items are both healthy and delicious and are prepared to delight and surprise their customers.
• Their menu include the superfood options of chia seeds and basil seeds.
• Bamboozle Cafe was selected as a competitor to Grain and Berry because they are located in Tampa.

7. Life Simplified

• Here is the website link of Life Simplified.
• Their value proposition is making "healthy eating delicious, simple and convenient for any lifestyle".
• They aim to help their customers live “the simple life” and feel their "absolute best from the inside out".
• Their superfood brands include Warrior 1, Acai Menage A Trois, Choco Daydreamer Bowl, and Vanilla Cream Choco Daydreamer Bowl.
• Life Simplified was selected as a competitor to Grain and Berry because they are located in Tampa.

Research Strategy

Grain and Berry

Competitive Advantage

• In August 2019, Grain and Berry was included in a list of the best smoothies in the Tampa area (Rawk Star Cafe, notably, was not included).
• The Tampa Bay Times voted that Grain and Berry had the "best bowl" in Tampa (however the paper made the caveat that this was not a scientific analysis).

Strengths

• Grain and Berry offers various technological solutions that makes purchasing their food convenient (e.g., order online or mobile app). Convenience, according to Forbes, is highly valued by this consumer market. This consumer market, which is overtaking the Boomer generation as the most populous, is driving trends in the food market.
• One of their franchises was opened by two African Americans to encourage healthier eating in the African American community. Millennials are the most racially and ethnically diverse consumer segment; African Americans comprise which makes up 14.8% of the millennials living in the Tampa area.

Weaknesses

• Grain and Berry appear to get their ingredients from Sysco, which is an enormous, corporate, global food supplier. According to market research, Millennials spend far more money on locally sourced and sustainably-produced foods. (Note, Sysco is focused on meeting these millennial market preferences; however, it remains a large, global company that likely has an enormous impact/footprint environmentally).
• According to the Brookings Institute, the Millennial consumer market, which is most willing to spend more money on convenient, healthy food is less populous in the Tampa area where the and Berry restaurants are open.

Footprint

• Currently, Grain and Berry has eight open and operating locations--seven around Tampa, Fl and one in Key West, Fl. Two locations are opening soon in Orlando, Fl. And, they are currently promoting franchise opportunities in 37 states.

Rawk Star Cafe

Competitive Advantage

• The Tampa Bay Times claims that what distinguishes Rawk Star Cafe from other vegan, vegetarian, raw food restaurants is their breakfast options (e.g., chia pudding, tropical acai bowl, and a "chocolately cake" doughnut).
• In the same above article, Rawk Star Cafe was praised for the presentation of their sandwiches.

Strengths

• Rawk Star Cafe focuses on sustainable and organic ingredients and foods, both of which are highly valued by Millennials and thus likely to help capture this market. 50% of Millennials are willing to pay more for sustainable food and they make up 52% of the organic food market.
• Millennials are the generation most willing to pay money for the services of a dietitian (or seeking other means of ensuring healthy eating). Rawk Star Cafe advertises its success in working with consumers who are looking to adopt healthier eating habits.

Weaknesses

• Currently, Rawk Star Cafe has a very small share of the vegan, superfood, vegetarian healthy restaurant market because they only have two open and operating locations.
• Customers cannot order online or with a mobile app; both of these factors are important to millennial consumers who value convenience.

Footprint

• Rawk Star Cafe has two open and operating locations: one in Tampa and one in St. Petersburg. They are currently advertising franchise opportunities on their website.

Helpful Insights Concerning Revenues: Grain and Berry and Rawk Star Cafe

• Grain and Berry charges $25,000 for individuals who wish to open a franchise.

• Franchise owners pay a monthly fee based on 6% of their gross monthly earnings; they pay 2% of their gross monthly earnings for an advertising fee.
• Rawk Star Cafe has the pleasure of being the go-to healthy restaurant for many PGA players and commentators when they are in Tampa.
• Rawk Star Cafe opened its second restaurant (2018), in St. Petersburg, eight years after its first one in Tampa (2010).

Research Strategy

Vitality Bowls

Competitive Advantage

• Vitality Bowls has a unique superfood cafe concept and specializes in making acai bowls and antioxidant-rich food products.

• All items on the menu are made fresh to order and in a kitchen designed to avoid cross-contamination of common food allergens.

• Their bowls contain up to three times more antioxidant-packed acai berry, pitaya, acerola, or graviola than other restaurants.

Strengths

• Vitality Bowls has an expansion of 85 outlets in the US and is redefining the fast-casual healthy food restaurant sector.

• The company offers customers a loyalty program, and this has helped the company increase the loyalty of customers on their brand and generate more sales.

Perceived weaknesses

• The company has not expanded internationally. Most of the outlets of Vitality Bowls are in California and Texas, and other states only have one to five locations.

Revenue

• Vitality Bowls had revenue of $23.3 million in 2018.

Locations

• The company has 85 outlets in the US, which includes 38 in California, three in Colorado, five in Florida, four in Georgia, two in Indiana, one in Michigan, two in Mississippi, one in Missouri, two in Nebraska, two in Nevada, four in New York, one in North Carolina, two in Ohio, two in Oregon, two in Pennsylvania, 10 in Texas, one Utah, one in Virginia, and two in Washington.

Tropical Smoothie Cafe

Competitive Advantage

• The company provides tropical cafe experience with bold and flavorful smoothies and freshly made food, which inspires a healthier lifestyle.
• Tropical Smoothie Cafe has created a perfect position for active, health-conscious customers with their balanced mix of food and smoothies, which capitalizes on multiple dayparts.
• The concept of tropical cafe experience, which provides a beachy vibe that appeals to people of all ages, helps the company to dominate the market.

Strengths

• Tropical Smoothie Cafe has a strong expansion in the US, with 858 outlets in 45 states.
• The company has received numerous accolades, including rankings in Entrepreneur's 2018 Franchise 500, 2018 Forbes Best Franchises, 2018 QSR Best Franchise Deals, and Franchise Business Review’s Top 40 Franchises by Franchisees.
• The company offers an app and a loyalty membership that attracts customers.

Perceived weaknesses

• Tropical Smoothie Cafe doesn't have an online ordering facility.
• The brand has a limited presence outside the US, and this will be a weakness compared with competitors who have expanded internationally.

Revenue

• Tropical Smoothie Cafe had a revenue of $50.7 million in 2018.

Locations

• The company has a total of 858 outlets in the US.
• Tropical Smoothie Cafe has locations in Alabama, Arkansas, Arizona, California, Colorado, Connecticut, Washington Dc, Delaware, Florida, Georgia, Iowa, Idaho, Illinois, Indiana, Kansas, Kentucky, Louisiana, Massachusetts, Maryland, Maine, Michigan, Minnesota, Missouri, Mississippi, North Carolina, North Dakota, Nebraska, New Hampshire, New Jersey, New Mexico, Nevada, New York, Ohio, Oklahoma, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Utah, Virginia, Washington, Wisconsin, and West Virginia.

SoFresh

•  SoFresh promises its customers that it is transparent in the serving of food containing only the highest quality ingredients.
• It provides products from hot bowls to juices but also keeping in mind various customers and their preferences.
• It also openly offers the opportunity to inquire about being a franchise owner and is transparent in giving details about how to get this done.
• In light of its commitment to transparency, the company provides nutritional information about the food it provides, with a breakdown of the number of calories in each food, the amount of oil, and even the seasoning used.
• This may help customers to make the best choices of where to make their purchases and choose those who are health-conscious to use their products more.

• The company pays attention to customers who might have strict dietary concerns and only consume such foods and provides options for “vegan, vegetarian, keto, paleo and gluten-free” diets.
• SoFresh is active on social media platforms such as Facebook and Instagram, where it uses imagery to convey messages of freshness, eating healthy, and feeling good in one’s own skin.
• SoFresh provides flexibility in placing orders by allowing customers to do so online and promotes transparency in its services.

• Customers and consumers can’t easily get in contact with the company by phone via its Contact Us page on the official website because this information is not made accessible.
• Instead, interested customers have to send a message and wait to be contacted.
• The company does not provide any information about its leadership team, or even sales representatives.

• SoFresh’s estimated annual revenue is $316,270.

• SoFresh has locations in the U.S. in areas such as North Tampa, South Tampa, Downtown Tampa, Westchase, Lakewood Ranch, Downtown Sarasota, and Pittsburgh.

Vale Food Co

•  Vale Food Co's some menu items are influenced by the seasons which may attract customers who have a preference for seasonal foods.
• It highlights food sources such as the Brazilian Amazon, to show credibility in the selection of foods it provides and to assure customers it is providing quality products.
•  Organic and GMO-free foods such as the Acai Bowls which has three size offerings giving customers some flexibility in choosing one that is affordable for them.
• This is also true for the Poke Bowls that are offered as well; their size ranges from small to super.
• The company uses reviews to also market its services while highlighting its catering, order delivery, and take out options.
• Customers also have the option of purchasing gift cards that have the company’s name on them, ranging from as low as $15 to $200; they can also be used as souvenirs.

•  Vale Food Co provides healthy meals according to the season, with the option of two different sizes (regular/small).
• The company uses the imagery in the form of both pictures and videos, to gain the attention of website visitors who might be wondering what the meals are like.
• Customers have the option of creating their own bowls by selecting foods they’d like to eat, including superfoods (e.g. avocado toast, Acai Bowls).
• Customers have the flexibility to choose the price and size of the GMO-free foods that are affordable for them.
• The company makes its contact information available and is also active on social media platforms such as Facebook, Twitter, and Instagram.
• Their social media platforms are used to highlight its catering and delivery services, healthy food options including superfoods, and locations for casual but healthy dining.

• Menu items that change according to the season may result in the loss of customers who have a preference for specific foods that may not be available across all seasons.
• Superfood menu items such as the Avocado Toast and Nut Butter Toast only has one size and a fixed price, which doesn’t give customers choices.

• Vale Food Co’s estimated annual revenue is $14.2 million.

• Vale Food Co has locations in the state of Florida, U.S.A in areas such as Tallahassee, Fort Lauderdale, Gainesville, Tampa, and Jacksonville.

Bamboozle Cafe

Competitive Advantage

• A competitive advantage of Bamboozle Cafe is that it is the sole cafe that provides authentic Vietnamese taste combinations in the area.
• Along with offering meals, Bamboozle Cafe also added a tea and drink bar to the restaurant. It provides a collection of specialty beverages such as Vietnamese coffee, fruit smoothies, and boba.

Strengths

• A strength of Bamboozle Cafe is accessibility as it aims to craft nutritious and delicious French-Vietnamese foods that are accessible to everyone. Bamboozle Cafe even makes food for both gluten-free and vegan guests.
• Another strength for the cafe is that it is renowned for providing fresh ingredients that is complimented with instagrammable presentation.

Perceived Weaknesses

• As obtained from user reviews on Happy Cow, service was a frequent complaint, which can be observed as a weakness.
• User Ljenner stated that there was no table service.
• User KMR607 also opined that there was no table service.
• Meanwhile, user zayyxo said, "the service could have been better."
• User JessiVeg stated that the "service was a little crappy."

Revenue

• The estimated annual revenue of Bamboozle Cafe is around $4.5 million, according to ZoomInfo.

Cities with Footprint

Life Simplified

Competitive Advantage

• Unlike other restaurants on the list, Life Simplified provides customers with the option of planning ahead.
• With this feature, customers can email their menu selections to the restaurant.
• The customers can choose modifiers, customize their items, and select a suitable pick-up time.

Strengths

• Life Simplified derives its strength from its offerings, which are plant-rich and nutrient-dense. Their products are made from whole foods and fresh ingredients.
• Another strength for the company is its founder Jacqueline Luhrs, who guides others by supplying them with the "knowledge and power they need to live life to the fullest" through healthy food regimens.
• Jacqueline Luhrs was a freelance healthy chef as well as a health coach.

Perceived Weaknesses

• Nothing indicating the weakness was available.

Revenue

• Revenue information for Life Simplified is unavailable in the public domain.

Footprints in Cities

• Life Simplified has at least two separate locations in Tampa, Florida, at 219 S. Packwood Ave and 245 Henderson Blvd.

Research Strategy: