Case Study
NEW location in Lake Oswego, OR
Salt & Straw
http://www.kptv.com/story/38104837/on-the-go-with-joe-at-lake-oswego-salt-straw
https://pdx.eater.com/2018/5/2/17312978/salt-and-straw-ice-cream-opening-andee-hess-interior-design-lake-oswego
Salt and Straw is a brand known for their amazing ice cream flavors and long lines as well. Their main goal as a brand is to provide unique delicious ice cream flavors to the community. They first started selling ice cream from a truck then opened up their first shop in 2011. Now they have expanded and own several locations across the Pacific Northwest. In addition they do shipping all over the U.S. Currently they have a new store location opening on Friday May 4th. It will be located in the downtown Lake Oswego. The address is 100 A Ave. They will be open daily from 11a.m. to 11p.m. This isn't just a random pick for them, Kim and Tyler Malek have been familiar with the community around there. They have brought their truck around local farmer's markets and parked it on a block for about 3 years. Kim states that the reason they felt comfortable opening there was because they noticed how tight-knit the community is from their own experience. For this new shop they wanted to make it a "village aesthetic" They provided hand stenciled designs on the wall because they wanted to give a crafted feeling to the shop and show that they're about providing hand-crafted services. For example they hand-scoop all the ice cream and hand-package their products.
Salt and Straw is huge on giving back. In honor of their grand opening they are offering $1 scoops the night before. The proceeds will benefit Lake Oswego's School Foundation. Their value propositions includes focusing on building strong local communities. Therefore they help local charities and try to purchase most of their products locally. The founders mention how they like the idea of it being more neighborhood like, because it makes it more personable for customers. They're most likely to run into a friend from high school or a neighbor at this location vs the Portland ones.
The one thing I did notice was the lack of promotion of their website. Although they had posted several Instagram pictures, and Facebook posts, there was nothing on the website that mentioned their new location. Then I thought to myself, how did I hear about this location? Oh right, word of mouth. I came to the conclusion that a brand like this didn't even need to post on their website because the receive earned media from all over. For the most part it seems that they rely mainly on their social media to keep customers updated on their events/promotion.
Overall I believe they will be successful at this location. For one the demographics of Lake Oswego is made up of mainly higher income families. Second because it's in downtown it will most likely attract attention from those just taking a stroll by.That being said, they want to provide a gathering place for the community where in addition is walkable. Having that can bring in a good variety of customers.
Would you go here?
Do you think this opening will be successful for them?
Do you think their target market will be different from their Portland location? Like will it mostly draw in locals?
Salt & Straw
http://www.kptv.com/story/38104837/on-the-go-with-joe-at-lake-oswego-salt-straw
https://pdx.eater.com/2018/5/2/17312978/salt-and-straw-ice-cream-opening-andee-hess-interior-design-lake-oswego
Salt and Straw is a brand known for their amazing ice cream flavors and long lines as well. Their main goal as a brand is to provide unique delicious ice cream flavors to the community. They first started selling ice cream from a truck then opened up their first shop in 2011. Now they have expanded and own several locations across the Pacific Northwest. In addition they do shipping all over the U.S. Currently they have a new store location opening on Friday May 4th. It will be located in the downtown Lake Oswego. The address is 100 A Ave. They will be open daily from 11a.m. to 11p.m. This isn't just a random pick for them, Kim and Tyler Malek have been familiar with the community around there. They have brought their truck around local farmer's markets and parked it on a block for about 3 years. Kim states that the reason they felt comfortable opening there was because they noticed how tight-knit the community is from their own experience. For this new shop they wanted to make it a "village aesthetic" They provided hand stenciled designs on the wall because they wanted to give a crafted feeling to the shop and show that they're about providing hand-crafted services. For example they hand-scoop all the ice cream and hand-package their products. Salt and Straw is huge on giving back. In honor of their grand opening they are offering $1 scoops the night before. The proceeds will benefit Lake Oswego's School Foundation. Their value propositions includes focusing on building strong local communities. Therefore they help local charities and try to purchase most of their products locally. The founders mention how they like the idea of it being more neighborhood like, because it makes it more personable for customers. They're most likely to run into a friend from high school or a neighbor at this location vs the Portland ones.
The one thing I did notice was the lack of promotion of their website. Although they had posted several Instagram pictures, and Facebook posts, there was nothing on the website that mentioned their new location. Then I thought to myself, how did I hear about this location? Oh right, word of mouth. I came to the conclusion that a brand like this didn't even need to post on their website because the receive earned media from all over. For the most part it seems that they rely mainly on their social media to keep customers updated on their events/promotion.
Overall I believe they will be successful at this location. For one the demographics of Lake Oswego is made up of mainly higher income families. Second because it's in downtown it will most likely attract attention from those just taking a stroll by.That being said, they want to provide a gathering place for the community where in addition is walkable. Having that can bring in a good variety of customers.
Would you go here?
Do you think this opening will be successful for them?
Do you think their target market will be different from their Portland location? Like will it mostly draw in locals?
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