Case Study
Treat Cupcake Bar
1450 Highland Ave. | Needham, MA 02494 | www.treatcupcakebar.com
Place
Treat Cupcake Bar is a unique cupcake concept, where you can design your own cupcakes from scratch at the interactive cupcake bar. Pick your cupcake flavor, your frosting, and your treats to mix in, and you have just created your very own cupcake invention! Or, you pick a treat from the wide variety of signature cupcakes.
Mission
This was a full service assignment for Retail Concepts. The owner knew where he wanted to open his store, but needed a concept as well as help making it happen. After a demographic study of the area, we presented him with several options that we felt could be successful in the chosen neighborhood.
After the concept itself was decided, then the real work began. We were asked to develop the business plan, assist in location selection, put together a marketing plan, and manage the process of store design and packaging development.
Tactics
Treat in intended for tween girls though obviously will entice anyone who is a cupcake lover. However, everything that went into planning and marketing was done to make it appeal to this group of "it-girls". From the color choices in the logo, to the interactive make-your-own-bar and party room complete with ipod dock, this store is all about these young customers. The store design took our research into consideration and brought the store to life infusing it with bright colors and shapes reminiscent of the logo throughout. The custom cases remind the customer that the focus is on the cupcakes and allow them to see all their options and how delicious they look.
The marketing plan focused on bringing cupcakes to these "it-girls" wherever they may be from birthday parties, to sports leagues, and local activities. Since these girls are so tech savvy, Treat is active on Facebook and Twitter and also has a website that is updated regularly. All aspects of marketing were holistic, keeping consistency among the store and any other touchpoint where the brand may interact with it's customers.
Treat Cupcake Bar opened July 3, 2010 and was greeted by hundreds of hungry cupcake lovers.
What the Client Had to Say
I cannot imagine a more challenging client for Retail Concepts than myself. At the beginning, I knew that I wanted to open my own business, but had no idea what kind of business I wanted to run. I also had no retail experience. Ani, Alyson, and Mike began working with me at the concept creation phase, and after discussing 7 or 8 different options at length, we decided on a cupcake only store. Without them, Treat would never have happened. Working with Retail Concepts allows the client to benefit from the incredible knowledge of the industry the team possesses. All members of the Retail Concept team are incredibly talented, but what is most impressive is watching them work together to tackle a particular issue. They use each other's strengths to come up with a superior solution. I highly recommend Retail Concepts as a retail consulting firm and would be happy to speak with potential clients to discuss my experiences with the team.
Bake up your own success story with Retail Concepts. Contact our retail consultants to get started today!
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