‘Purpose Beyond Profit’ Positioning Drives New Snack Concept
More than nine-in-10 millennials would switch brands to one associated with a cause. That’s 91 percent of a generation (so says this study), and if this percentage plays out, one new franchise concept will be sitting pretty amidst a colossal customer base.
The name says it all: Purpose Snackery. And in the annals of millennial-targeted branding, it may just go down in history.
A new concept from Remarkable Brands LLC (Orange Leaf Frozen Yogurt, Crazy Dough’s Pizza, EÔTÉ Coffee Company), Purpose Snackery says it’s a snack shop “that encourages its independent franchisees to make an impact in the communities they serve” by partnering with local organizations and providing a “platform for awareness” through in-store and community outreach efforts.
And if its “purpose beyond profit” positioning wasn’t enough, the concept hits on just about every other trend. Purpose Snackery operates with a fast-casual model, serves a menu of flatbreads and toasts made with local ingredients, and offers craft sodas, frozen yogurt, and cold brew coffee. Did I miss anything? Oh wait, the first franchise location in Milton, Georgia’s trendy Crabapple Market has a froyo wall made of reclaimed wood.
Franchisee Todd Broaderick’s Georgia Franchise Group is behind this first location and has another opening soon in Athens, an hour outside Atlanta. The group signed on as a territory developer and is also a franchisee of Remarkable Brand’s other concepts. Based in Oklahoma City, Oklahoma, Remarkable Brands has restaurants in 35 states and in Mexico and Dubai.
It’ll be interesting to see how Purpose Snackery fares within the crowded fast-casual category and if its food and purpose-driven positioning can combine to appeal to the millennial generation and beyond.