Grabbagreen® Branding & Marketing...

BRANDING & MARKETING STANDARDS MANUAL

2015

Branding & Marketing Standards Guide

1 Grabbagreen® Branding & Marketing Standards.............................................31.1 Your General Obligations...................................................................................31.2 Guidelines for Using Marks................................................................................31.3 Grabbagreen® Exterior Signage Requirements...............................................4

1.3.1 Signage Approval Process.........................................................................41.3.2 Signage Variance-......................................................................................4

1.4 Marketing Standards..........................................................................................42 Graphic Standards / Corporate Identity.............................................................6

2.1 Objective............................................................................................................62.2 Making a Difference...........................................................................................62.3 Who Can Benefit................................................................................................62.4 To Lead The Charge in Making Fast Food Healthy...........................................62.5 Qualities To Stress............................................................................................72.6 Brand Communication.......................................................................................7

2.6.1.1 Logotype Signatures...............................................................................72.7 Our Visual Image...............................................................................................72.8 Colors................................................................................................................82.9 Typography........................................................................................................82.10 Readability.........................................................................................................82.11 A Consistent Look..............................................................................................9

2.11.1 Logotype Placement...................................................................................92.11.2 Photos........................................................................................................9

2.12 The Written Word...............................................................................................92.12.1 Tone...........................................................................................................92.12.2 Readability................................................................................................10

3 Marketing Expenditures.....................................................................................103.1 National Marketing...........................................................................................103.2 Local Marketing Requirements........................................................................10

4 Marketing Your Grabbagreen® Locally............................................................104.1 Introduction......................................................................................................104.2 Direct Mail........................................................................................................11

4.2.1 Community Bulletins.................................................................................114.3 Radio...............................................................................................................124.4 Television.........................................................................................................134.5 Magazines.......................................................................................................144.6 Newspapers.....................................................................................................14

5 Public Relations / Community Involvement.....................................................155.1 Better Business Bureau...................................................................................155.2 Local Chamber of Commerce..........................................................................155.3 Team Sponsorships.........................................................................................165.4 Community Service / Charitable Activities.......................................................165.5 Yellow Pages...................................................................................................165.6 Networking.......................................................................................................175.7 Word of Mouth/Customer Referrals.................................................................18

6 Internet & Website..............................................................................................19

1 | P a g eGrabbagreen® Operations Manual Addendum Property of Grabbagreen™. Unauthorized use prohibited. Version: 11.7.14


6.1 Social Media....................................................................................................196.1.1 Franchise Social Media Policy..................................................................206.1.2 Social Media Participation........................................................................206.1.3 Online Rules of the Road..........................................................................216.1.4 Media Relations........................................................................................23

7 Merchandising....................................................................................................247.1 What is Merchandising?...................................................................................247.2 Merchandising.................................................................................................257.3 Product Research............................................................................................257.4 Setting The Location........................................................................................25

7.4.1 Physical Reorganization...........................................................................267.4.2 Product Placement...................................................................................26

7.4.2.1 Ordering................................................................................................267.5 Importance Of Displays....................................................................................267.6 Types Of Off Shelf Displays.............................................................................27

7.6.1.1 Floor Stands –.......................................................................................277.6.1.2 Counter Displays –................................................................................277.6.1.3 Window Displays –................................................................................27

7.7 How To Merchandise Displays........................................................................287.7.1.1 Determine the Best Location.................................................................287.7.1.2 Place the Display Facing the Traffic Flow.............................................287.7.1.3 Use Point-of-Purchase Materials..........................................................287.7.1.4 Alert Employees to Product Benefits.....................................................287.7.1.5 Maintain an Eye-Level Profile...............................................................28

7.8 How To Maintain Displays...............................................................................287.8.1.1 Keep Displays Uncluttered....................................................................287.8.1.2 Maintain a Timely Merchandise Selection.............................................297.8.1.3 Maintain Signs on All Displays..............................................................297.8.1.4 Maintain Cleanliness.............................................................................29

7.9 Private Label Merchandising............................................................................297.9.1.1 Image:...................................................................................................297.9.1.2 Savings for your customers:..................................................................29

7.10 Promotion........................................................................................................307.11 When To Use Promotions................................................................................307.12 Point-Of-Purchase Promotions........................................................................31

7.12.1.1 Shelf Talkers:.....................................................................................317.12.1.2 Shelf Extenders:................................................................................31

7.13 Price Promotions.............................................................................................317.14 Display Promotions..........................................................................................32



1 Grabbagreen® Branding & Marketing Standards

1.1 Your General ObligationsEvery savvy business person understands the importance of marketing a business. You do not reach potential customers simply by opening your doors. You must let people know you are open for business. Each Grabbagreen® location is required to contribute to both National and local Grabbagreen® marketing efforts, as outlined in the Franchise Agreement. Details of the contributions are found in the Operations Manuals for your reference. As a Grabbagreen® franchisee, some marketing efforts are provided for you to implement locally. There are Local Marketing groups in designated areas of the country which work together to handle marketing activities for the benefit of all Grabbagreen® locations in the area.

To grow your business and to be successful, you will need to develop your own local marketing program in addition to what Grabbagreen® provides. This Guide outlines how to use the marks and different resources. Should you plan to do anything in addition to what is outlined in the Guide, you should discuss with your Grabbagreen® Field Consultant before you begin. This Guide is designed to help you get started with your local marketing and identify the Grabbagreen® programs available to you.

1.2 Guidelines for Using MarksThe term “Marks” used in this Guide refers to certain service marks, trademarks, trade names, trade dress, logos, slogans and commercial symbols used to identify Grabbagreen® locations or used to identify any particular items and services offered by Grabbagreen® locations.

The Franchise Agreement grants you the right to use our Marks in connection with the operation of the Franchised Business. You are required to operate your Grabbagreen® under the trade name of “Grabbagreen™.”

You must use our Marks in the manner that we authorize, and only in that manner. You must follow our restrictions regarding use of the Marks as outlined in this Guide. Any time you use any Mark, you must give notice of the Mark’s registration or claims by use of the appropriate symbol “™.”

You may not use any Mark with any prefix, suffix or other modifying trademarks, logos, words, terms, designs or symbols or in any modified form. You must not use any Mark in connection with any unauthorized item or service, or in any manner that we do not authorize.



We may require or permit you to use other marks that we include as part of the System in the future, at our sole discretion.

1.3 Grabbagreen® Exterior Signage Requirements Grabbagreen® recognizes that highly visible signage creates a Brand identification. This is a key element of Grabbagreen®. Without highly visible identification, long-term results are at risk. Here are the key elements of the signage program:

Must have at least one highly visible logo (as shown below) sign of internally illuminated aluminum pan channel letters with 5” deep returns, painted semi-gloss black, white plexi-glass faces with ¾” black trim caps, translucent 3M with vinyl overlays (as illustrated below).

Colors are 3630-136 Lime Green and 3630-61 Slate Grey. Any customized color must be approved by Grabbagreen® Corporate. We discourage any Lease requiring modified signage color.



“Broccoli hand” blade signs are optional dependent on configuration of leased space. Specifications are D/F aluminum-construction, internally illuminated blade sign using white LED with self contained power supply.

Colors are 3630-136 Lime Green and 3630-61 Slate Grey. Any customized color must be approved by Grabbagreen® Corporate. We discourage any Lease requiring modified signage color.



This exterior signage is available through reliable manufacturers at negotiated discounts: Royal Sign Company in Phoenix which can install nationally (602.278.6286) or through a local sign vendor meeting these specifications.

1.3.1 Signage Approval Process

Begin your signage approval process immediately after you sign your Lease.Identify your sign company and have them submit signage plans to Grabbagreen Corporate for approval. Once approved by Grabbagreen®, Franchisee is responsible for obtaining all required approvals, including city, county or state permits. Often times, the signage timeline will be longer than your build-out and can delay your opening. START EARLY!



It is in the best interest to use best efforts to maximize visibility of the exterior Grabbagreen® signs of course subject to any limitations under applicable laws and landlord restrictions.

1.3.2 Signage Variance

Sometimes, the color of signage is restricted by the center covenants. Before signing a Lease, inquire about any signage color restrictions. Any Signage Variance must be submitted for approval by written request to Grabbagreen® Corporate.

1.4 Interior Signage RequirementsGrabbagreen® recognizes that highly visible signage creates a Brand identification. This is a key element of Grabbagreen®. Without highly visible identification, long-term results are at risk. Here are the key elements of the signage program:

Interior packages are required to be purchased from Speed Pro Imaging at 480.998.1510. Owner is Borg Siborg.

Graphics may be shipped to your location or a local Speed Pro will deliver your package. Please contact Borg to discuss options, delivery and installation.

1.5 Marketing StandardsAs you design marketing materials, the following marketing standards are for your consideration. Your materials must:

1. Be legal, decent, honest and truthful.2. Conform to the principles of fair competition, as generally accepted in business.3. Not contain statements or images that offend prevailing standards of decency.4. Not abuse the trust of customers or exploit their lack of experience or

knowledge.5. Not condone any form of discrimination, undermine human dignity, unjustifiably

play on fear, condone or incite violence, or encourage unlawful or reprehensible behavior.

6. Not contain any statement or image which is likely to mislead the customer.7. Not contain or refer to any testimonial or endorsement unless it is genuine,

verifiable, relevant, and based on personal experience or knowledge.8. Not portray or refer to any person, unless prior permission has been obtained

from the person.9. Not make unjustifiable use of the name, initials, logo or trademarks of another

firm, company or institution.



10. Not imitate the general layout, text, slogan, visual presentation, music and sound effects, etc., of any other advertisements in a way that is likely to mislead or confuse the customer.

11. Be clearly distinguishable as marketing materials.12. Not contain any visual presentation or any description of dangerous practices

or of situations which show a disregard for safety or health.13. Use the Grabbagreen® marks correctly.14. Be consistent with our image.15. Identify you as an independently-operated Grabbagreen®.



2 Graphic Standards / Corporate Identity

2.1 ObjectiveTo solidify and further enhance the Grabbagreen® brand image in the public mind, every printed piece of communication that we produce must reflect our core message “To Lead The Charge In Making Fast Food Healthy”. We can make this happen only by following a consistent set of guidelines that help us create one positive, recognizable Brand to the customer. Anything less will hinder the dissemination of our message and, ultimately, compromise our individual and collective success in the marketplace.

2.2 Making a DifferenceBacked by proven methods and research of what works—and what doesn’t—these guidelines are more than just a set of quality and conformity standards. Duplicating the same commitment to quality in each and every Grabbagreen® won’t be easy. That’s why we provide you with precise methods of improved communications. To accomplish this, we enlisted the expertise of an advertising and marketing framework that has diligently provided their input for your reference regarding positioning strategy, graphic design, copywriting and copyediting.

2.3 Who Can BenefitIn addition to our franchisees, this Branding & Marketing Guide will prove useful to anyone creating communications materials, including:

Marketing team Public relations staff Design firms Copywriters Purchasing Technical writers Product managers Advertising and Marketing agencies Public Relations agencies Editors Printers In-house design departments

2.4 To Lead The Charge in Making Fast Food HealthyAs one unified network of Grabbagreen® locations, we are always working together to kindly and efficiently manage the personal satisfaction of our customers. This special



concern, as well as our active community presence, is what gives us a unique stake in our customers and their community. This is reflected in our vision: “To Lead The Charge In Making Fast Food Healthy”.

2.5 Brand Communication

2.5.1.1 Logotype SignaturesIn order to preserve the integrity of the Grabbagreen® logotype as a registered trademark, it cannot be redrawn or altered in any way.

For camera-ready or electronic art, please access your Grabbagreen Franchisee dashboard. All ready-to-use artwork can be easily found in the Video Library or contact the Grabbagreen® Corporate Advertising Department.

2.6 ColorsThe color palette shown below incorporates our research on color preferences and the effect color has on customer perceptions.

Customers respond positively to these colors which they associate with clean, fresh, healthy and good value.

With this palette, you can choose one or a combination of these colors. Here are some guidelines:

Feature our brand colors. Brand colors should be prominent. Tints of our colors can be used in conjunction with our solids; bright colors for

contrast - keeping in mind the tone, image and overall feel. When using color typography, make sure there is enough contrast in the

background so that the type is readable. Use color as an organizational tool to identify different items so customers can find

them easily in the materials, in print flyers, etc.

Green PMS Color #375 Grey PMS Color #10C



2.7 TypographyTo create communications materials with a clean look and superb legibility, we have selected: ARIAL 12. Do not condense or extend any of the typefaces.

2.8 ReadabilityCreating materials that are easy to read requires a subtle combination of white space, leading, type size and column width. Here are some guidelines:

Use white space to create a bright, airy page that looks inviting and is easy to read. Type must be large enough to read easily and to meet regulatory requirements. Marketing materials for the general public should be set in at least 10 point type for the body copy. Headlines can be set in bolder type and/or a few points larger.

Wide columns are hard to read. Very short columns have too much hyphenation. The recommended column width is between three and ten words, or approximately 12 to 55 characters per line. Text should be set flush left.

Text should be set in upper and lower case. Italic, all caps and extra letter spacing are harder to read and should only be used

occasionally, if at all.

2.9 A Consistent LookCreating a consistent look ensures that all communications materials work together even if they come from different areas of our Company and will produce a unified visual image. The elements that create this look are:

Logotype placement White space Photos Creating excellent customer experiences Correct use of the logo Correct use of Grabbagreen® colors



2.9.1 Electronic Email Signature The preferred Grabbagreen® email signature is:

Keely NewmanCEOFranchise # 1Grabbagreen® Food + Juice

10789 N 90th St., Suite 202Scottsdale, AZ 85260O 424.273.4880C [email protected] Clean, Grabbagreen®

2.9.2 PhotosGrabbagreen® offers several photos to be used in creating marketing material on your own. These include customers enjoying a positive interaction with our target audience, food shots of our meals and individual fruits and vegetables. All pre-approved images can be easily accessed on your Grabbagreen® Franchisee dashboard or contact the Grabbagreen® Corporate Advertising Department.

2.10 The Written WordWhat you say and how you say it communicates how we feel about our customers.Materials that are easy to use and understand create a positive impression that we are here to help our customers and their families eat healthier and therefore live healthier and happier.

Our marketing materials provided to you demonstrate this message. Please refer to these if you are creating your own communications.

2.10.1 ToneThe tone of the copy should be user-friendly, putting the customer first. Keep the text simple and easy to read without sounding childish or condescending. Also be sure to:



Always include the tag line: To lead the charge in making fast food healthy. Do not revert to older tag lines nor create new ones. Spell out all terms when possible. Incorporate into copy words that convey what we’re all about: Healthy food, Fast. Use terms or statements that can be validated; Avoid using empty superlatives

such as best, lowest cost, highest quality, etc.

2.10.2 ReadabilityWhite space improves readability. Think about how the copy will look on the page. Keep the copy brief. Use short paragraphs. Break long blocks of copy into bullet points or use subheads.

3 Marketing Expenditures

3.1 National MarketingGrabbagreen National Marketing Fee is 1% of gross revenue. This is used to develop marketing materials to promote the Grabbagreen® Brand. It is not for the placement of advertising on a national level.

3.2 Local Marketing RequirementsGrabbagreen reserves the right to implement local marketing contribution at a later date or to require a certain percentage is spent on promoting the Grabbagreen Brand. At this time, there is not a fee being collected or mandated be spent.

Grabbagreen® encourages each location to market your business locally, using the tools available to you from Grabbagreen™. These marketing efforts are using your creativity, time and at your expense.

4 Marketing Your Grabbagreen® Locally

4.1 IntroductionThe Branding & Marketing Guide is designed to help you understand how to market and advertise effectively and efficiently, if you have never done this before. When you decide to market, you should first evaluate your target market, goals and objectives in terms of 3 major areas: geographic customer base; demographic target; and budget available for media and creative. You should analyze these factors for all available media [radio,



television, newspapers, magazines, billboards, direct mail, flyers, etc.] and determine the ones you feel would result in the most effective promotion of the business.

Grabbagreen® has developed programs to assist you in promoting your local Grabbagreen location. After reviewing the programs and tools available, you will still need to incorporate them into your budget and determine if there are any additional dollars to promote your business.

After you select the appropriate media, you will need to develop creative promotion/marketing pieces that generate the intended results you are looking for – increased number of new customers and repeat customers. To be effective, a promotion must:

Stand out Be clear Provide the customer with benefits by using Grabbagreen Be seen enough to register its message

Since you are busy running your business, the following information is intended to provide a basic understanding of marketing options available to you.

4.2 Direct Mail Direct mail can be a very strong component of your marketing programs if you approach the campaign correctly. Designing effective direct mail campaigns is an art form. To be effective, you should create a compelling appeal that is targeted to your audience.

An effective direct mail campaign can be one of the least expensive means of advertising. Direct mail is geographic in nature. Meaning you can control who will receive your message within specific geographic boundaries.

Effective direct mail pieces can be compared to billboards. The message should be quickly and easily conveyed to the reader. Remember, direct mail marketing is all about the “hook”. It is a one-shot opportunity to pitch your Brand to a potential customer in a very short period of time. Your direct mail piece will be competing with many other direct mail pieces for the recipient’s time. While advertisers are often more concerned about graphics than copy [text], direct mail marketers recognize that in their business, copy is vital. The trick is to design your direct mail piece in such a way that the person receiving it will actually want to read it.

You can probably expect a success rate of 1% to 2% for a direct mail campaign sent to the general public [even though it is a targeted demographic area]. Remember, even if nobody responds to your direct mail piece, you may still receive value from the exposure.



4.2.1 Community BulletinsAccording to an independent research study, 91% of households’ purchase decision makers do read community bulletins and newspaper inserts on a week basis looking for the best deals.

Why should you consider marketing in local papers?When you distribute to your community – through a local newspaper or by mail – you’re giving yourself the best possible chance to capture a customer at the precise moment when they’re ready to buy. You’re letting your community know that your location is a viable, competitive alternative for healthy fast food with better service at affordable prices.

4.3 RadioThe major advantage of advertising on the radio is that radio is often listened to in cars, public locations, telephone on hold, homes and the workplace. This is still a medium that reaches many existing and potential customers in many different places. Some of the benefits to radio marketing are:

Radio is efficient -- you can monitor the efficiency of your marketing dollars and see the results of your expenditures.

Radio is flexible -- you can change your message and time schedules with relative ease.

Radio has low production costs -- unlike TV or print marketing, the cost of producing a radio spot is relatively inexpensive, and in some cases, even free.

Radio listeners are loyal – you have increased opportunity to repeat your message to the same listeners because few people listen to more than 2 or 3 radio stations. If you pick the right one for your targeted customer, it could be a home run!

Points to consider when purchasing radio advertising: Make sure you have identified your target market and that you will be marketing to

the right audience. Just because you like a particular station does not mean that your target market

does. Ask for deals or guarantees. Most stations will not guarantee that your marketing

will work, but they may offer you additional “free” spots if you get a lower than anticipated response from your initial spots. It is certainly worth asking for.

Compare the costs of a 30-second spot against a 60-second spot. A 60-second spot is usually only 20% to 30% more than a 30-second spot. But, 60-second spots are often considered to be much more effective. Depends on the station and the promotion.

It may be possible to trade products for advertising time, called “trade-outs.” Radio stations are always looking for promotional items and giveaways. They may trade for all or part of your advertising time.

Items to consider when selecting stations for a radio campaign:



1. Identify a narrow demographic target audience and their important characteristics or habits.

2. Contact the stations you believe reach your target audience, and ask them to provide you with proposals that include a ratings breakdown for your target group.

3. Evaluate each station's proposal, considering the reach, frequency and cost. The "reach" is the number of individuals in your target group who will hear your message. "Frequency" is the number of times a member of your target audience will actually hear your message. And, the "cost per point" [CPP] is the cost to reach 1% of your target audience population. You will probably want most of your radio spots to run in the particular parts of the day that draw the largest percentage of your target audience. Beware of run-of-station [ROS] airing, which may include multiple, lower-cost spots that air in the middle of the night, when fewer of your potential customers will probably be listening. For your customer base, you must determine which times of the day will have the greatest impact. Consider both AM and FM stations, sometimes there is a big difference in audience and rates.

4. Select the best stations for your campaign, and negotiate your purchases. Frequency should be a top priority, and then as much reach as you can afford. It takes multiple exposures for your message to be effective, so make sure that a core prospect group will hear your spot multiple times. Then, you can evaluate the effectiveness and proceed based on results.

4.4 TelevisionTelevision is still a very powerful medium despite the audience erosion by cable and satellite in recent years. Viewing is divided among the three or four major networks and the other 200-plus cable networks and other viewer options. To get specific details, check with a local station.

Cable is an entirely different medium than broadcast TV from a buyer’s point of view, even though the average viewer still may not know the difference. Cable can be very local in its geographical delivery. Several zones or systems may have to be purchased to reach your customer base. Individual cable channels are also limited in their audience delivery because of potential “narrow-casting” or fragmentation of cable.

Buying local TV in any market involves the same process as radio. Media sales representatives are pretty much the same throughout the country.

The cost of television marketing depends on how many viewers are estimated to be in the audience, how much commercial time is available for purchase, and how many advertisers want to purchase it. Advertising costs in each market will vary, so be sure to contact multiple stations and compare prices. In general, television advertising rates are based on Gross Rating Points [GRP], or how many people see the advertisement compared to the population.



4.5 MagazinesMagazines offer the most traditional form of advertising. The model is simple: Content is the hook which brings readers. Advertisers pay to have their commercial message intermingled with the content. However, there are two issues with magazine print advertising:

It can be very expensive It can be intangible and difficult to measure with any precision or accuracy

Some suggestions: Keep the ad simple: Don't try to squeeze too much into your ad. The reader will

probably spend less than one second looking at your ad. Focus on one important, easy-to-read message.

Create professional-looking ads: Consider an experienced graphic designer. If you use a graphic designer, make sure the resulting ad will be a “work made for hire,” so the graphic designer will not own the copyright. Make sure you get the original Photoshop file, not just the GIF/JPG/PNG versions.

Verify circulation: Ask the magazine ad salesperson if the magazine’s circulation figures are "audited" by an independent third-party. If the numbers are not audited, they might be suspect.

Negotiate rates: Magazine ads are priced according to a "rate card", which is nothing more than a pricing chart. Some magazines publish their rate cards online. Obviously, the bigger the ad, the more expensive it is. Special placements, such as the back cover, cost more. The pricing on the rate card is usually negotiable.

4.6 NewspapersCrop, Gutter, Armpit, Deck, Double Truck

If any of those words make sense to you then you probably have some experience working with newspapers. Newspaper advertising is one of the oldest forms of advertising, and as a result they have developed their own language over the years. The good thing is that you don’t have to be fluent in “newspaper” in order to purchase advertising in the newspaper.

Newspaper advertising is priced very much like real estate – location, location, location.

There are other variables that affect the price of newspaper advertising such as size [column inch], color vs. black and white and frequency.

Location: Price is determined by the page your advertisement will appear on. The front page of the paper costs more than page 3 of section D and so on.

Size: Simply put, the larger the advertisement, the more it costs.



Color vs. Black and White: Creating and reproducing an ad in color requires additional processes and as a result is more expensive.

Frequency: If you agree to run your ad every day for two weeks, the newspaper will give you a price break not offered to advertisers who only place a single ad.

Consider running the same basic ad design repeatedly. This will build a Brand identity and create awareness among new and existing customers. It is also easier to come up with one terrific design concept and modify it periodically to meet the requirements of a new product offering or a special sale.

When you contact your local newspaper’s advertising representative, he/she will guide you through the steps. The representative has a vested interest in your success because if your advertising succeeds, you will come back to purchase more advertising.

5 Public Relations / Community Involvement

Public Relations is a great way to promote the unique healthy food products, juices and smoothies available at your Grabbagreen™.

5.1 Better Business Bureau Developing community trust in your business is an important process. One way to develop instant credibility is to join the local chapter of the Better Business Bureau [BBB]. You can find your local BBB office at the Better Business Bureau’s web site: www.bbb.org. After you contact your local chapter office, they will normally send a representative to your Grabbagreen® location to discuss the benefits of membership and to make sure that you meet the BBB's membership standards. If possible, obtain the local BBB membership roster as it will help you supplement your contact list.

5.2 Local Chamber of CommerceAnother way of developing community trust and local goodwill is to join the local Chamber of Commerce. A benefit of membership your local Chamber office will probably offer is a grand opening ceremony at your location plus community events at your location, networking meetings and business seminars. All of these networking functions provide business development opportunities to include catering and special promotions. Even if you don’t join, consider purchasing the local Chamber membership directory to supplement your mailing list.



5.3 Team SponsorshipsCommunity involvement is important to growing a successful business and an inexpensive way for you to get involved in the community. A way to promote the business and develop relationships with prospective customers is to sponsor a local little league, high school teams, adult sports teams, dance or gymnastic teams, bands or other community groups that might be available.

5.4 Community Service / Charitable Activities

Grabbagreen is committed to community service as demonstrated through our own GrabbaFoundation, a non-profit that support local charities whose missions are aligned with living a Grabbagreen lifestyle.

Currently, we support and donate funds to the Mollen Foundation (http://mollenfoundation.org/) whose mission is to promote a healthy lifestyle in children that includes fitness, nutrition and self esteem through exercise programs and nutritional education.

Each Grabbagreen® Franchise location is required to provide a Grabbfoundation donations box at the POS station.

Another way to develop goodwill in your community is through participation in local community service or charitable activities. Participation may take many forms, such as volunteering your services, making donations of meals, food items, or monetary contributions.

It is important to make sure that the nature of the event or the sponsor will not reflect poorly on the reputation or goodwill of the Grabbagreen® Brand. Research the charity or event carefully before you make any contributions are made to any individual or entity or provide any type of other benefit to any charitable, religious, political, social, civic or other type of organization so you are comfortable you want the Grabbagreen Brand connected with it. You do not want to make the mistake of thinking you are doing a good deed and have it turn into a bad business decision. Your business’ reputation and the reputation of Grabbagreen® must be held in the highest regard at all times.

You might consider contributions and donations to: Nationally-known “recognized charities” Local or regional charities organized and operated exclusively for religious,

scientific, public safety, literary, or educational purposes Environmental groups Children’s charities


http://mollenfoundation.org/


Local schools or universities Organizations fostering amateur sports competition Business leagues and chambers of commerce Police, fire and armed forces organizations

Keep in mind is that once you have contributed to one school for example, others will find out and contact you expecting the same or similar contribution. Have your plan determined in advance of how many contributions you are willing to make and don’t allow yourself to feel pressured.

5.5 NetworkingNetworking can be the least expensive marketing method. It is well known: “People don’t buy from companies. People buy from people.” It will likely be much easier and very effective to market Grabbagreen® to people who already know you.

Start a list of all of your friends, family, co-workers, etc. As you compile your list, write down everybody that comes to mind. Don’t be concerned about whether or not you know their phone number, address or email; just write down names. This list will help you get started:

Existing customers Relatives Friends Friends of friends Friends of spouse Friends of siblings Children’s friends parents Neighbors Former employers Former employees Former co-workers Bankers Financial consultants Sales representatives Lawyers Accountants

Consultants Insurance agents Stock brokers Contractors Landlord Tenants in same complex Children’s teachers Local business owners Elected officials Community leaders College professors College alumni Fraternity / Sorority members Association members Clergy Boy Scout / Girl Scout parents

After you have made your list, then start looking for contact details for these people. This contact list you develop will be your normal contact/customer list. You will probably have a higher response rate from this list than ones you might purchase.



5.6 Word of Mouth/Customer ReferralsAttracting new customers to your business can be expensive and time-consuming. If you let your customers do the marketing for you, you can concentrate your time and money on other aspects of building your business.

How many times have friends, family and associates said, "If there's anything I can do to help you, let me know?” If you are like most people, you are not prepared to accept help at the moment it is offered. You should not let the next opportunity for others to help slip through your fingers! Being prepared with some simple requests can make a real difference in the success of your business. Referral marketing requires that you determine and communicate, as precisely as possible, the type of help you want.

There are many ways your resources can help you promote the business. Here are a few suggestions:

1. They can provide you with referrals . Your contacts can provide you with the names of prospective customers. They can also provide you with contact information for these individuals.

2. They can introduce you to prospective customers . Your contacts can help you build new relationships faster by introducing your business to prospective customers. They can also give prospects your contact information and marketing materials.

3. They can endorse your business . Your contacts can help promote your business. By telling others about their own experience with your business, your sources can encourage others to try Grabbagreen.

4. They can display your brochure and menu in their offices . For example, some businesses may be willing to display your marketing materials on a counter or bulletin board which increases your visibility. You might be able to promote a special event that is going to be held at your location.

5. They can publish information for you . Your contacts may be able to get information about you and your business included in publications they subscribe to and in which they have some input or influence. For example, a contact who belongs to an association that publishes a newsletter might help you get an article published or introduce you to the editor to discuss a story in the newsletter. Offer to contribute an article in future editions on topics relevant to the community.

Finally, it is good practice to recognize or reward referral sources for helping you, if you can identify who made the referral, once a referred prospect becomes a customer. This should encourage the source to send you more referrals. Appropriate rewards may include a thank-you card, gift certificates to Grabbagreen, cash, flowers, Grabbagreen treats, etc. You could set aside part of your marketing budget for a referral recognition 21 | P a g eGrabbagreen® Operations Manual Addendum Property of Grabbagreen™. Unauthorized use prohibited. Version: 11.7.14


program. The key is to find a unique, memorable way to say "thank you" and to encourage your sources to keep sending you referrals that turn into business.

6 Internet & Website

Grabbagreen® Headquarters will maintain the Grabbagreen® website. The look and feel of the website will convey a message consistent with all the marketing efforts for Grabbagreen™. The homepage will feature a welcome statement that reinforces the brand message.

Each location will listed in: The “Locations” section which provides address, phone number, hours of

operation, and an interactive Google map. The “Order Online” section where customers can order food at your location

through Chow Now.

6.1 Social MediaEach franchisee will have a presence on:

Grabbagreen Facebook Twitter

The following website or local specific and controlled by the Franchisee. However, Grabbagreen® Corporate will monitor these websites regularly to ensure the branding standars are being met.

Google/ google+ Yelp Urbanspoon tripadvisor Yahoo Bing And others as they are introduced

These accounts shall feature the Grabbagreen® blog headline, whereas LinkedIn shall feature the franchisee’s profile with a link to and all other franchisees and members of the Grabbagreen® community.

6.1.1 Franchise Social Media PolicyUsed properly social media platforms provide us with a great opportunity to learn more about our customers, our industry, and about each other. What follows are the official



guidelines for the use of social media as a Grabbagreen® franchisee. We have incorporated these policies into our training. Failure to comply with this policy will be considered a default event. If you have team members and encourage them to use social media platforms, you are solely responsible for monitoring their use and to ensure your team members’ permitted use of social media platforms complies with the Grabbagreen® policy.

The social media sphere is constantly evolving; please be aware that this policy is subject to change as new technologies and social networking tools appear. This policy is intended to establish general expectations and is not intended to cover every possible situation that may arise in this relatively new and altogether dynamic arena. Grabbagreen® may modify, amend or delete this policy at any time, without notice, and may deviate from this policy as it determines appropriate.

6.1.2 Social Media ParticipationEach franchisee must participate in social media to further broaden the Grabbagreen® Business Community as well as their own. Keep in mind as you engage in social media that your actions, whether intentionally or not, may inadvertently reflect negatively on Grabbagreen® and your business. Accordingly, the following rules apply regardless of whether you’re posting to an internal social media platform sponsored by Grabbagreen® or engaging in external social media for professional [or personal] purposes:

Do not disclose private, confidential or proprietary information about Grabbagreen® its Franchisees, team members, business partners or suppliers without first receiving written authorization from Grabbagreen® Headquarters.

Do not disclose private, confidential customer information. Do not purport to speak or make commitments on behalf of Grabbagreen® without

authorization from Grabbagreen Headquarters. Your use of any Grabbagreen® trademarks, branding or logos must comply with

the terms and conditions outlined in the Franchise Agreement and the Operations Manual.

Do not breach any agreement between you and Grabbagreen™. You must comply with the obligations set forth in the Franchise Agreement and Operations Manual at all times.

Do not violate applicable laws or terms of use. Even when you participate in social media for personal reasons, Grabbagreen® Headquarters expects you to comply with applicable laws, including laws regarding copyright, fair use, privacy and financial disclosure, and to comply with the terms of use and privacy policies applicable to any site you access. Failure to do so may harm Grabbagreen’s® World Class Brand and reflect poorly on your business. In addition, keep in mind that you may be held legally responsible for your postings or other content on social media sites.



6.1.3 Online Rules of the Road

Identify Yourself: Identify the relationship with Grabbagreen® as a Franchisee. Do not to create the impression that one is speaking on behalf of Grabbagreen® Headquarters, but rather on behalf of your independently owned and operated business.

Publishing content externally: We do moderate the content published on external social media platforms. This means we may edit or revise your posts to the Company blog prior to publishing them externally on social media platforms. This also means that we may decide not to post your comments to the Grabbagreen® blog.

Publishing content internally: Similar to moderating the content published externally to our company blog, we likewise may edit posts made to Grabbagreen’s™ internal social media platform. If the content you submit is positive or negative but in context to the conversation, then we normally approve the content, regardless of whether it’s favorable or unfavorable to Grabbagreen. However, if the content is ugly, offensive, denigrating and completely out of context, then we reserve the right to reject the content.

If it gives you pause, pause: If you are about to publish something that makes you even the slightest bit uncomfortable, don’t hit “send.” Take a minute to review Grabbagreen® guidelines. Figure out what’s bothering you and then fix it. Ultimately, what you publish is yours—as is the responsibility.

Protect our customers/suppliers: Customer privacy is of the utmost importance. Customers should never be identified or referenced on any internal or external social media platform. Externally, never identify a partner or supplier by name without permission and never discuss confidential details of a customer, partner or supplier or any engagement relating to a customer, partner or supplier.

Internal social media platforms permit suppliers and business partners to participate, so be sensitive to who will see your content. It’s acceptable to discuss general details about kinds of projects and to use non-identifying pseudonyms for a customer [e.g., Customer 123] so long as the provided information does not make it easy for someone to identify the customer or violate any non-disclosure or intellectual property agreements that may be in place with the customer. Furthermore, your blog or online social network is not the place to conduct business with a customer or other confidential Grabbagreen® business.

Please respect people’s privacy: We love to learn about new and interesting individuals, but most people will not be happy to have their names, phone numbers or e-mail addresses published. Do not share other’s contact information through Grabbagreen’s™ discussion threads or social networking features.



Be respectful: Avoid language that others may perceive to be harmful, offensive or inflammatory.

Be honest: Honesty—or dishonesty—will be quickly noticed in the social media environment. Did you make a mistake or misspeak? Point it out and do all you can to correct the wrongdoing. Did you get some great information from a different source? Be honest and cite the source appropriately—and don’t remove or obscure any copyright or other legal notices. Never use a false identity when you participate in social media for the benefit of your business. Being honest and transparent are social media best practices.

Be cautious and comply with Grabbagreen® policies and the law: Make sure your efforts to be transparent do not violate your privacy and confidentiality obligations. All statements must be true and not misleading and all claims must be substantiated and approved. Also be smart about protecting yourself, your privacy and any confidential information. Respect the Brand, trademark, copyright, fair use, privacy, confidentiality and financial disclosure laws. Grabbagreen® may ask you not to post [or may remove or ask you to remove] comments on certain subjects, for example, if it believes that doing so will help ensure compliance with applicable laws, including securities regulations. Grabbagreen® may also post [or ask you to post] particular notices or disclaimers on social media outlets. Remember that you are personally responsible for your content. What you publish will be around for a long time, so consider the content carefully and be judicious.

Add value: There are millions of words out there. The best way to get yours read is to write stuff people will value. Social communication from you should be helpful, insightful and genuine.

Be engaging: When you engage people through social media, be conversational, be authentic, be yourself. Consider engaging people through content that’s open-ended and invites response; encourage comments. You can also broaden the conversation by citing others who are blogging about the same topic and allowing your content to be shared or syndicated.

Be an example: Understand that social media discussions, like face-to-face conversations, can get heated. Resist any urges you may have to engage in inflammatory conversations, even when invited to contribute or “called out.” Refrain from making negative comments about our competitors. Our mantra is to add value, add value, and add value.

Create some excitement: One of the key benefits of social media is to create a higher level of excitement for the Grabbagreen® name and system.



To sum it all up: Live the mission in everything you do. Keep in mind that what you say reflects not only on your business, but on the Grabbagreen® Brand as well. This is your opportunity to promote your business and, as such, we request that you follow these guiding principles:

o Provide unique, individual perspectives on the services & products Grabbagreen offers.

o Post meaningful, respectful comments; in other words, no spam and no remarks that are off-topic or offensive.

o Reply to comments quickly when a response is appropriate.o Respect proprietary information, confidentiality and the privacy of others. o When disagreeing with others’ opinions remain respectful and treat others

the way you yourself would like to be treated.o Comply with your obligations under the Franchise Agreement and

Operations Manual at all times.

6.1.4 Media Relations

Grabbagreen® Franchise Headquarters is responsible for addressing all media-related issues and concentrates on publicizing Grabbagreen’s® great work. If approached by any media outlet, it’s important that you follow company guidelines so all Franchisees convey a consistent message. Advise the journalist/reporter that you are not “an authorized spokesperson for Grabbagreen™.” Do not ever go to the media on your own. If you have a story suggestion or an idea, please use the contact, Morgan Vanderwall who is the company spokesperson, directly. Morgan VanderwallVanderwall [email protected]

7 Merchandising

7.1 What is Merchandising?Once the proper restaurant layout and merchandising mix have been established for your Grabbagreen® location, it must be determined how to move the product out of your location and into the customer’s hand, the fastest and most profitable way possible. This can be accomplished only through effective merchandising. Effective merchandising makes your products easier for the customer to buy, which in turn, generates profit.

For each of the items carried in your location, it is necessary to decide:

Is the merchandise……………


mailto:[email protected]


The right PRODUCT…. In the right PLACE…… At the right TIME…….. In the right QUANTITY, and At the right PRICE?

A good definition of merchandising is “the combination of techniques for positioning, arranging, and promoting a product within a location so the customer is motivated to buy it while he/she is in the restaurant. “Merchandising is visual selling.” Consider these facts:

This same customer is usually inside the location for only a few minutes – and the average eye-contact time per item is only about one-tenth of a second.

Over 60% of all buying decisions are made inside the location, while the customer is waiting/ordering/picking up.

From the above facts, it should be obvious that a product not properly merchandised will not sell to its full potential. The customer will have less chance to see it and subsequently less chance to make that important buying decision.

We will discuss the various means and strategies involved in properly merchandising your location.

7.2 Merchandising The first step in properly merchandising your Grabbagreen® location is selecting the overall product mix. Most of this has been taken care of for you as Grabbagreen has certain products that are always displayed and some that are optional.

Your displays will be a combination of cooler items, including Grabbagreen® water, cold press juices, pre-packaged salads, and canned juices to name a few. Your non-refrigerated items are the Grabbasnacks that are displayed in different areas of the restaurant depending on specific layout and traffic flow.

If there are suggestions regarding Merchandising and the Products, contact your Franchise Consultant.

7.3 Product ResearchFor each of the products offered in the restaurants, Grabbagreen® has researched and analyzed many areas, some of which:

The manufacturer of the product. What is their track record? Are they reliable and well known in the industry?



Customer Acceptance. Will customers buy the product? Is the package design appealing? Is the size right? Is it a good value? Is the product one that will attract customers to your location?

Return-On-Investment. Is the product one that will provide an adequate return-on-investment for the Grabbagreen® location?

Product Movement – How well is the product selling? Where is the product selling? Which locations? Who is buying the product? What is the future growth of the product? What are the annual turns for the product? What is the average profit for the product?

7.4 Setting The LocationWe are concerned about the right look and feel of our Grabbagreen® products. Equally is the “freshness” of each item.

Plans for all the various cooler types have been designed to show how the look should be along with the various items to be displayed and how many of each. Once the display areas are established, the following steps should be used for the reorganization.

7.4.1 Physical Reorganization. Remove products from the displays which are faded or damaged in any way. Any slow-moving product and sizes should be re-considered for the future. These should be discussed with your Franchise Consultant and Grabbagreen Franchise Headquarters.

7.4.2 Product Placement. Place the products on the shelves using the plan and correct merchandising techniques.







Fast sellers and most profitable items should be at eye level in the center of the section.Apply Shelf Labels so customers can see what the items are along with the prices. Doing so avoids questions and lets customers make informed decisions about a purchase.

7.5 Importance Of DisplaysDisplays are important to your Grabbagreen® location because they create buying excitement and generate sales. An estimated 60% of all display sales are made without a drastic price reduction. That spells extra profit.

Basically, a display is a communication device to:

1. The CUSTOMER, which:

Introduces a new product Reminds one of a product he/she has seen, heard of, or used. Reminds one of a need they or their family may have. Suggests a special sale. It attracts attention, stimulates interest, and promotes

handling. People buy, on an average, 2 out of 3 items they handle. Creates in-location buying excitement. A Grabbagreen’s® goal should be that as

many display sales as possible be made without a price reduction OR at full profit.

2. And the GRABBAGREEN® Restaurant, because:

Displays increase the exposure and accessibility of products to the customer so less team member contact is necessary for a sale.

Floor displays may utilize unused, unproductive, ore unclaimed floor space such as corners, ends, etc.

When offered as a special, displays create promotional excitement and enthusiasm among location team members.

7.6 Types Of Off Shelf DisplaysDisplays set up and properly maintained always attract considerable attention. Several types of common displays are listed below.

7.6.1.1 Floor Stands – These are displays that sit on the floor; often called a “pre-packed display” or simply, “pre-pack”. A floor stand is best suited for certain types of customer specials [reduced price, two-for-one, etc.] but quickly lose their effectiveness to regular shoppers. For this reason,



it is a good idea to move floor stands to another location after a couple of weeks if sales drop off substantially in the original location.

There should be a header card about chest-high carrying a product message consisting of reasons why the customer should buy. Work product to shelf or discard when stock becomes low.

7.6.1.2 Counter Displays – Self-contained units designed for placement on a counter, not always useable in a Grabbagreen set up. The hottest location in a Grabbagreen® location is at the checkout counter. For this reason, counter displays should be merchandised here as this is the place the customer has money in hand and is ready to buy. If you can find the space for counter displays and select the products properly, it will be worth every inch in sales. Be sure the counter next to the cash register does not become so cluttered with merchandise that none of it is seen and bought by the customer.

7.6.1.3 Window Displays – Window displays are typically facing outside the location to attract the attention of people passing the location. Window displays are important because the first visual impression a potential customer has of your Grabbagreen® location is your exterior sign and displays in the window. Statistics show that 10% of those passing your location will look, slow down, and study the window signs and displays.

On the other hand, there is an opportunity to also display on the window in the store [back side of the outside facing message. While customers are in the store, there is an opportunity to catch their attention.

7.7 How To Merchandise Displays

7.7.1.1 Determine the Best Location. An off shelf display can be located anywhere….but there are a few guidelines to consider for success:

a. New Products – will benefit greatly if merchandised in normal shelf locations and displayed in the mainstream of the traffic flow.

b. Established Items – will probably work best if placed next to a related type of merchandise.

c. Impulse Items – should be positioned in any high traffic area such as near the check-out counter.



7.7.1.2 Use Point-of-Purchase Materials. 60% of customers say point-of-purchase materials assist them in making choices.

7.7.1.3 Team Members Awareness of Products. It is important that all team members are completely trained on all items displayed so customers questions can be answered knowledgably.

7.7.1.4 Maintain an Eye-Level Profile. The average eye level of a customer is 60 inches; therefore, displays whether they are placed on the floor, gondola, counter top, can contribute to increase in-location visibility through controlled placement.

7.8 How To Maintain Displays

7.8.1.1 Keep Displays Uncluttered. This will create the impression of a clean, well-organized location.

7.8.1.2 Maintain a Timely Merchandise Selection. There should be a special reason for displaying merchandise at a particular time.

7.8.1.3 Maintain Signs on All Displays. Signs play an important part of any display and you should take advantage of the P.O.P. [Point of Purchase] materials.

All displays should include the price of the product.

7.8.1.4 Maintain Cleanliness. Displays must be kept neat, orderly and clean. Carefully prepare each display by thoroughly cleaning the floor, background, and fixtures. If a window display, the glass must be sparkling clean. Finally, the merchandise on display should also be neat.



7.9 Private Label MerchandisingThe Grabbagreen® private label is important to your location for many reasons. The most important are:

7.9.1.1 Image: By offering the Grabbagreen® private label in your location, you create a “good-value” image to the customer. In addition, a quality product image is projected by your location through “Compare and Save” advertising and merchandising.

7.9.1.2 Savings for your customers: A customer can buy Grabbagreen® private labels at a substantial savings over national brands.

How the Grabbagreen® private label is merchandised is extremely important in merchandising and overall success of the program.

National brand “knockoffs,” which are private label products almost identical to their national brand competitor, provide another means to merchandise the Grabbagreen® private label. Therefore, by tying in the Grabbagreen® private label next to a national brand, maximum exposure is attained and sales and profits are increased.

Merchandising Grabbagreen® private label products on end cap displays prove fruitful and profitable. Ideally, as with all end cap displays one group of items should be featured.

Important to the success of the Grabbagreen® private label is the utilization of P.O.P. material.

7.10 PromotionThe American Marketing Association defines promotion [or sales promotion] as “those marketing activities, other than personal selling, advertising, and publicity, that stimulate customer purchasing and dealer effectiveness, such as display, sows and exhibitions, demonstrations, and various non-recurrent selling efforts not in the ordinary routine.”

Put in simpler terms, we can say that promotion moves the product toward the buyer, while advertising moves the buyer toward the product. Promotion is that activity that coordinates personal selling and advertising into an effective persuasive force.



7.11 When To Use PromotionsBefore deciding whether to use any type of promotion, and what specific type to use, the retailer must first decide what they expect the promotion to accomplish. This expected accomplishment is then evaluated against the cost of the promotion. Below are various ways a Grabbagreen® location can utilize promotions:

1. To introduce a new product. The major purpose of this promotion is to encourage the customer to try the product for the first time. It is hoped that they will continue using it after this introduction. Sometimes this new product promotion may enhance the image of your Grabbagreen® location.

2. To gain new customers. Many promotions are aimed at bringing new customers into the location. A promotion should offer something of significant value to potential customers because it is difficult to break dining habits. Ideally, once these new customers have seen the superiority of Grabbagreen’s™ products, they will continue to frequent the location.

3. To increase product usage. Some promotions try to increase the usage of a product by encouraging customers to purchase more than the usual quantity. For example, “Buy one, Get One Free.”

4. To counter competitive action. Sometimes locations are forced into various types of promotion by competitors. The purpose of the promotion may be to avoid losing too much business.


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