business-warriorbusiness-warrior
  • 0

By Rhett Doolittle

Gelato Spot increased reputation by a full star!

In almost every city, there’s no shortage in the number of ice cream locations available to satisfy your cravings. After the huge spike in fro-yo franchises like Pinkberry and Yogurtland, you’ve probably found yourself noticing the self-serve locations for sweets on your daily commute.

Though these locations have seen success, they were ultimately built to capitalize on trends at the height of their popularity. Our partner Mei Lee, owner of the Gelato Spot, has built her multi-location business to capitalize on what sets her apart: authenticity, developing their craft from Northern Italian techniques and scaling their strict old-world standards to more than just  gelato.

Though these locations have seen success, they were ultimately built to capitalize on trends at the height of their popularity. Our partner Mei Lee, owner of the Gelato Spot, has built her multi-location business to capitalize on what sets her apart: authenticity, developing their craft from Northern Italian techniques and scaling their strict old-world standards to more than just  gelato.

Gelato Spot has three locations (with a fourth on the way!) in the Phoenix metropolitan area. Though they’re known for their creamy gelato, their menu includes wood-fired pizza and fresh brewed coffee that keep customers and potential franchisees coming back for more. Their plans to scale the already massive growth they’ve experienced are underway; at one point, success at this level didn’t seem feasible for Mei.

In 2014, Gelato Spot’s sales had been on the decline for three full years; this helped Mei decide it was time to get help on improving their online reputation strategy, branding, and internal operations. Business Warrior and Gelato Spot began their partnership in 2014 to implement a plan for growth to deliver a better customer experience, enough sales to justify a fourth location and building a brand that opened the door to bigger opportunities.

How did we do it?

  • We needed to understand the reason for three years of declining sales and found the answer within Gelato Spot’s online reviews. The average review communicated a great product, but poor customer service experience. We worked with Mei to build a customer service training program for current and new employees to help them understand how to improve the dining experience and tough situations  and set clear expectations on how they conduct themselves as a representative of the Gelato Spot Brand.
  • In addition to building a customer service training, Business Warrior individually responded to every negative online review the Gelato Spot had received and incentivized them to return with an offer to make up for their bad experience. Mei noticed a huge uptick in sales in the following month from this strategy alone!
  • As their menu evolved, so did the need for Gelato Spot’s branding to reflect their growth. We worked with Mei to make her vision a reality and completed a full rebrand for the Gelato Spot through their logo, coffee/ice cream cups, website and marketing materials.
  • We took advantage of new technology: we helped organize their back of house with full rewiring and installed a simplified POS system for better communication with the kitchen staff with a streamlined ordering system.
  • We utilized their existing customer-facing WiFi to gain social followers by directing customers to check in via Facebook prior to obtaining their wireless access – this brought a large increase in likes, check-ins, and engagement on content we created for them!
  • We optimized their social profiles and local listings to show their rebrand and communicate that they were open all day and offered more than just gelato!

What were the results?

  • Increased Gelato Spot’s average customer rating from 3.5 to 4.5.
  • By improving operations through a new POS system, rewiring and business consulting, we decreased their operational costs & increased overall profitability across all three locations.
  • Our WiFi and content posting strategies helped increase followers by 200% in the first 6 months of working together.
  • Their reputation management strategy has not only helped current employees understand how to navigate difficult situations, but also increased sales and 5-star reviews from their offers making up for negative experiences.

Where are they now?

  • Their constant uptick in revenue and new customers has created enough demand and revenue to support a fourth location.
  • Social engagement from their current and potential customers has increased significantly month over month.
  • After being approached by multiple investors, Mei has decided to bring Gelato Spot to the next level and scale their national presence by planning the rollout of their franchise opportunities.
Rhett Doolittle
About Rhett Doolittle
Rhett Doolittle was the founder and President of a company that reached #18 in the Inc. 500 Fastest Growing Companies in the United States. As the CEO of Business Warrior, Rhett is leading the charge on the vision and development of their software to help small businesses acquire more customers and increase profits.

No Comments

Leave a Comment

Gelato Spot