Our Mission. - Smoothie King Franchises

Smoothie King
BRAND ESSENCE GUIDE
4 Our History
8 Our Mission
12 Our Vision
14 Our Core Values
18 Our Tone
20 Our Vernacular
22 Our Products
24 Our Positioning
Every brand is here for a
reason.
That reason is the brand’s “Why?” This is not
“what we do” or “how we do it” but “why” we
do what we do. In the following pages we will
answer that question and lay out the essential
building blocks to help every employee, every
brand partner and every stakeholder answer
the question, consistently, across every channel.
2
3
In 1973, we created the
original Smoothie Bar.
Why?
Frustrated with how most meals made
him feel, our founder, Steve Kuhnau,
began experimenting with mixing real
fruit, nutrients and proteins in a blender
to help alleviate his food allergies and
health conditions. A little of this and a
little of that, and soon enough, his custom
blends began to have a huge impact
on his health. His conditions improved
so dramatically that he set out on a
mission to help others while bringing
pleasure with great tasting Smoothies.
And the rest, as they say, is history.
4
5
Why
Smoothie King
is here.
The short answer:
The long answer:
To bring pleasure to health and well-being goals
We all have different health and well-being goals.
that aren’t always so pleasurable.
Some of us struggle to lose weight, while others
can’t seem to pack it on. A few of us are training to
cross the finish line, while most of us simply want
to make it to the end of the day. No matter what the
goal, it’s not always enjoyable getting there. Which
is why Smoothie King is here. We bring pleasure
to reaching each and every goal with great tasting
specialty Smoothies blended with a purpose. Yours.
6
7
Our Mission.
8
Inspire people
to live a healthy &
active lifestyle.
9
Our Mission. Explained.
Inspire people to live a healthy & active lifestyle.
Through knowledge,
We are not just an
We make it enjoyable
Whether you’re an
We are not just a
encouragement
occasional “treat,” but
and easy to eat
athlete recovering
healthy treat or an
and, of course, great
rather a core part of
well-balanced foods in
from a workout or a
occasional meal
tasting Smoothies,
our guests’ health and
today’s rushed lifestyle.
mom wanting to make
alternative, but a core
we make it easy
fitness lives.
it through the day,
part of our guests’
and enjoyable for
we help people stay
complete health and
our guests to stay
on the go.
fitness plans.
motivated and keep
coming back.
10
8
11
12
Our
Vision.
What our future
will be when we
deliver our mission.
We will be an integral part of every health and
fitness plan by providing a knowledgeable
environment and specialized product offering
that makes it easy and enjoyable to reach
individual goals.
13
Adding pleasure
to your purpose
is what guides &
drives us:
PURPOSE-DRIVEN
H E A LT H
K N OWLE DG E
14
Our Core
Values.
RESPECT & SUPPORT
BALANCE
HONESTY
P R I D E & E N J OY M E N T
15
Our Values. Explained.
Every decision
HOW WE
WILL ACT
VALUE
HOW OUR
GUESTS
BENEFIT
16
How our actions will benefit our guests.
While we are
We are “real.”
experts in blended
Just like the
We have our own
We are experts in
nutrition, we’re not
ingredients we
goals and understand
use, how we act
how difficult and
we make, every
Nutrition is core
“blended” nutrition
know-it-alls. We
product we develop,
to who we are.
and provide the
go out of our way
We know that we
is as equally
often “unsatisfying”
everything we
We value our
guidance our
to help our guests
are not a stand-
natural and
certain regimens can
communicate is
own health and
guests need to
truly understand
alone solution, but
sincere. We talk
be. Therefore, we
based around
well-being and
make informed
the benefits and
rather an integral
from a position
take pride in making
our guests’ core
try to “mentor
decisions about
encourage them on
part of every
of experience.
every Smoothie King
needs and goals.
by example.”
their health goals.
their journey.
health regimen.
“I tried this…”
experience enjoyable.
P U R P OS E D R IV E N
H E A LTH
K N OWLE DG E
RESPECT &
SUPPORT
BA L A N C E
H O N E ST Y
PRIDE &
E N J OY M E NT
Every experience
Affirmed in
Confident in
Feel good about
A sense of
They’re never
Satisfaction and
is personal.
knowing we
knowing they
themselves
success and
“sold something”
pleasure from
don’t just talk
are making the
and inspired that
accomplishment.
but rather
every product.
the talk but
“right” decision
they can reach
recommended and
live the life.
for them.
their goals.
guided as a friend.
17
The Smoothie King Brand
looks, feels & sounds:
PURPOSEFUL
Every message is grounded in a goal solution vs. simply being
cute, shocking, funny or trendy. That’s not to say that we can’t
be cute or funny, as long as the reason for being so is tied to a
purpose and not “just to be.”
APPROACHABLE
We never talk down to or above our guests, especially when we
are providing knowledge and insights. We try to “demystify” the
science of nutrition by communicating the facts in a clear and
easy-to-understand manner.
HEALTHY
Just like the healthy ingredients we use, the same healthy
selection of talking points, images, colors and fonts is utilized to
create marketing materials that feel “good for you.”
Our Tone.
How we interact with our guests is
an extension of our internal values.
KNOWLEDGEABLE
As we are experts in our field, our marketing materials seek to
educate and enlighten. We always provide the information our
guests need to make informed decisions.
HONEST
We firmly believe in what we do and never overpromise,
misrepresent or hide the facts. If a product is high in calories,
there must be a purpose and therefore treat it as a benefit.
ENJOYABLE
While our Smoothies are purposeful and grounded in “academic”
nutrition, they are DELICIOUS. Our marketing materials always
reinforce the tasty pleasure of achieving any health and fitness
goal. We are, after all, the BEST part of any regimen!
18
19
Our
Vernacular.
The Smoothie King
Dictionary
PURPOSES
“Purposes” are the goals, ambitions, objectives and resolutions
that motivate our guests to visit us. They are the reasons for
what they order and what we recommend.
To a balance-seeking mom, her purpose may be to slim down
so that she feels good in those yoga pants or simply to get her
children to eat their vegetables, while an active professional
male’s purpose might be to run in his first marathon or simply
avoid getting sick at the office during the cold season.
Our Smoothies are specifically blended to help our guests
achieve their purposes.
BLENDS
BLENDOLOGISTS
20
Our expertly balanced Smoothies.
Our expert blenders who concoct the perfect health and
wellness blends.
21
“Smoothies With
A Purpose.”
Fruit, juice, yogurt and dairy are all commodities that
anyone with a blender can provide. Only Smoothie King
creates specialized Smoothies that are expertly blended
with more than “just fruit in a blender” for specific
needs, goals and ambitions.
Our
Products.
22
From the name of each Smoothie to the balanced blend
of ingredients, everything we create is designed to help
you achieve your specific purpose.
23
Summing It All Up:
To healthy-lifestyle individuals
and families, Smoothie King is the
premium Smoothie Destination that
makes it simple and pleasurable to
achieve your health goals because
our high-quality Specialty Smoothies
Our
Positioning.
24
are blended for specific purposes
while tasting great so you actually
look forward to achieving your goal.
25
Our Positioning. Explained.
We don’t just make
To healthy“healthy“ Smoothies,
lifestyle
but rather customized
individuals
blends created with
and families, Smoothie King
the perfect balance
is the premium Smoothie
of the highest quality
Our guests have
Destination that makes it fruits, vegetables,
made a conscious
We are premium
s
imple and vitamins, minerals,
decision to live a
priced for a reason:
We are often a
pleasurable protein, amino acids
healthier life. Some
We serve a premium
special trip, so we
to achieve
and more.
Living a healthy, fit,
are just beginning
product, knowledge
must always show
your health
Yumminess is key to
balanced life takes
and need guidance,
and experience.
our appreciation and
goals because our highour guests’ success and
a lot of work and
while others have
reward our guests
q
uality
ours. Our Smoothies
commitment. Our
a lifelong dedicated
for making the extra
We make reaching
specialty
taste so good, you
“part” of that
regimen.
effort to visit us.
sometimes “hard”
Smoothies
forget you’re doing
commitment will
goals a little more
are blended something good!
be the easiest and
enjoyable.
for specific
most enjoyable.
purposes while
t asting great so you actually
look forward
to achieving
your goal.
26
27