The pretzel industry has experienced rapid growth over the last few years. While this growth has been great for franchises such as Pretzelmaker, it has also worked to steepen the competition. To be a part of the competitive pretzel industry, pretzel stores must stay ahead and catch the attention of potential customers while retaining the loyalty of existing customers.
Differentiation from Competition
Differentiation is essential for competing when there are multiple options for pretzels in the area. Pretzel stores can easily distinguish themselves by offering unique menu options, but this should not be the sole means of differentiation. Snack stores should be fun and should offer customers an experience to remember that they will crave in addition to the products. Stores can also take advantage of seasonal opportunities and current activities in the area to show customers the stores personality.
Location and Population Importance
The population and location of any food franchise is important, but for pretzel stores it is even more vital. The majority of a pretzel store’s customers come from foot traffic, so the store absolutely must be in a location that caters to this trend in order for a pretzel store to maximize business opportunities. High traffic tourist areas can be as conducive to foot traffic as locations with a dense local population. Franchisees should be aware of the common characteristics of customers that traverse the area to better serve customer needs and create a stronger draw.
Connection to Customers
Creating a connection to the customers is crucial. From the look of the store, to the menu options which are offered, to the style of the employee’s uniforms, everything about a pretzel store attracts certain customers. For Pretzelmaker, this target demographic is generally teenagers, moms, and young adults.
Recommendations for connecting with customers in a target demographic include:
The modern customer does not only want to buy a product, they want to buy into a brand. Brand pride will help a pretzel franchise by winning customers’ hearts. There are many ways to generate brand pride. Having a relatable back story or showing social awareness by supporting causes will give a brand emotional relevance for customers. Providing a product that customers can feel good about eating because of limited ingredients and freshness of preparation will give the brand relevance in the scope of physical well being.
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Global Franchise Group is Amazing because the best thing about them is that's all they do is Quick Service Restaurants. They've got a specialty area of focus and they know everything about that.
I love this business. One of the reasons my wife and I chose this business is because of the simplicity of the product. It's a very simple business model. A very simple business.
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