Why a Juice Company Started Thinking Like a Beauty Brand. Convo w/ Jennifer Dodd

What happens when customers see something in your restaurant brand that your marketing is missing?

Jennifer Dodd, CEO and board advisor at Main Squeeze Juice Co., joins James Tice to discuss her decision to pause franchise sales and marketing spending to rethink the brand. Customer data and conversations pointed toward an unexpected idea: Main Squeeze was a beauty brand.

A new message focused on helping customers look and feel better brought a reported 35% sales increase within four months, with gains sustained for more than a year and a half.

Her experience with Dunkin’ and other national chains helped shape the approach, but staying close to customers takes more than a corporate résumé. Supplier research, conversations with her teenage granddaughter and questions about what people actually want all inform her decisions. AI offers another way to work through the data, provided someone checks its answers. For restaurant operators, the challenge is understanding what customers value and giving them a reason to choose your brand.

Episode Links

• Jennifer Dodd LinkedIn: https://www.linkedin.com/in/jenniferedodd/
• Main Squeeze Juice Co: https://mainsqueezejuiceco.com/
• Main Squeeze Juice Co. Instagram: https://www.instagram.com/mainsqueezejuiceco/
• Main Squeeze Juice Co. LinkedIn: https://www.linkedin.com/company/main-squeeze-juice-co/posts/