The Naan Forestier featuring mushrooms from urban agriculture in Grenoble
Monthly result: €31,039.
Cumulative result since launch (December 2022): €224,605.
Results by sales channels
- UBER EATS NBK NAANERIE : 10 426€
- UBER EATS YAAFA : 2165€
- DELIVEROO NBK NAANERIE : 10 043€
- DELIVEROO YAAFA : 1005€
- CLICK & COLLECT NBK NAANERIE : 7400€
TOTAL : 31 039€
UBER NBK + YAAFA
DELIVEROO NBK
DELIVEROO YAAFA
CLICK & COLLECT NBK
Our conclusions regarding the figures are as follows:
Here are our conclusions regarding the figures:
1. There has been a noticeable decrease in revenue for delivery sales, which can be attributed to the arrival of summer with its hot and sunny weather. As expected, our revenue has declined during this period, as consumers tend to prefer enjoying outdoor terraces rather than ordering deliveries. Additionally, the consumption of street food typically decreases in summer, with people opting for fresh salads over fried foods and heavily loaded cheese naans.
2. We made the decision to end sponsorships and marketing offers on Uber Eats due to their high costs. However, we have maintained our strategy with Deliveroo, which involves a 10% price increase combined with a 15% discount on the total order. This decision was made to better manage our expenses while maintaining a certain level of profitability. Although it may have had an impact on sales volume, we believe that long-term profitability is more important. We will continue to evaluate and adjust our strategies based on the results obtained.
3. It is worth noting that the click & collect revenue has remained stable at around €7,000 per month. This is good news for us during the summer season, as we have managed to maintain direct sales thanks to Maria's excellent management of our social media accounts. To collaborate with Maria, please contact maria.nastasiu1993@gmail.com.
4. However, we are not entirely satisfied with this stability. As mentioned in our previous article, if June showed stability in click & collect sales around €7,000, it could indicate two possibilities: the need to strengthen our communication for increased visibility or reaching the growth ceiling in the current geographic area. Considering that we have maintained our volume of click & collect sales despite the overall decrease during the hot weather period, we can eliminate the first possibility and conclude that we have reached the sales ceiling in our current geographical location.
5. Based on our realization of our ability to attract customers and generate significant revenue through click and collect and take-out sales, which provide higher margins by avoiding third-party platform commissions, we believe that expanding into a new geographic area could significantly increase the proportion of direct revenue and overall profitability for our company. Exploring new geographic areas could attract a broader customer base and tap into higher potential demand. However, before making a definitive decision, a thorough market study and evaluation of the costs and benefits associated with this geographic expansion should be conducted to make an informed decision regarding our business expansion and overall profitability improvement.
6. Nevertheless, we are now keenly focused and attentive to the opportunities in the city center.
1. There has been a noticeable decrease in revenue for delivery sales, which can be attributed to the arrival of summer with its hot and sunny weather. As expected, our revenue has declined during this period, as consumers tend to prefer enjoying outdoor terraces rather than ordering deliveries. Additionally, the consumption of street food typically decreases in summer, with people opting for fresh salads over fried foods and heavily loaded cheese naans.
2. We made the decision to end sponsorships and marketing offers on Uber Eats due to their high costs. However, we have maintained our strategy with Deliveroo, which involves a 10% price increase combined with a 15% discount on the total order. This decision was made to better manage our expenses while maintaining a certain level of profitability. Although it may have had an impact on sales volume, we believe that long-term profitability is more important. We will continue to evaluate and adjust our strategies based on the results obtained.
3. It is worth noting that the click & collect revenue has remained stable at around €7,000 per month. This is good news for us during the summer season, as we have managed to maintain direct sales thanks to Maria's excellent management of our social media accounts. To collaborate with Maria, please contact maria.nastasiu1993@gmail.com.
4. However, we are not entirely satisfied with this stability. As mentioned in our previous article, if June showed stability in click & collect sales around €7,000, it could indicate two possibilities: the need to strengthen our communication for increased visibility or reaching the growth ceiling in the current geographic area. Considering that we have maintained our volume of click & collect sales despite the overall decrease during the hot weather period, we can eliminate the first possibility and conclude that we have reached the sales ceiling in our current geographical location.
5. Based on our realization of our ability to attract customers and generate significant revenue through click and collect and take-out sales, which provide higher margins by avoiding third-party platform commissions, we believe that expanding into a new geographic area could significantly increase the proportion of direct revenue and overall profitability for our company. Exploring new geographic areas could attract a broader customer base and tap into higher potential demand. However, before making a definitive decision, a thorough market study and evaluation of the costs and benefits associated with this geographic expansion should be conducted to make an informed decision regarding our business expansion and overall profitability improvement.
6. Nevertheless, we are now keenly focused and attentive to the opportunities in the city center.
The new addition to this month's menu - Le Forestier
As mentioned last month, McDonald's strategy of offering limited edition recipes that return periodically has proven to be highly effective.
This month, we launched the Naan Forestier, a recipe composed of the classic STO (salad, tomatoes, onions), beef, a creamy pepper sauce, and mushrooms sourced from urban agriculture in Grenoble.
Although this recipe may seem unique, as it will likely make a comeback during the same period in 2023, it has achieved tremendous success!
Sales results: 294 units sold, generating approximately €4000 in revenue, setting an absolute record among all the limited edition releases we have launched so far.
We are convinced that this exceptional result can be attributed, first and foremost, to the recipe's originality. Being one of the few naaneries to offer a mushroom naan, a vegetable rarely used in street food, has captured the attention of consumers.
Secondly, the effect of communication and the use of ultra-local, farm-to-table products played an essential role in the success of this limited edition. Consumers increasingly appreciate local and sustainable products. Moreover, the mushrooms used are cultivated in unused spaces within buildings in Grenoble, utilizing innovative agricultural methods that have gained significant media attention.
We have also implemented a comprehensive communication strategy, conducting cross-marketing with our supplier partner as part of the Champiloop campaign. This collaboration has enhanced visibility and appeal for the product.
This demonstrates that the role of a restaurateur involves staying abreast of agricultural trends while daring to embrace change and originality in recipes.
This month, we launched the Naan Forestier, a recipe composed of the classic STO (salad, tomatoes, onions), beef, a creamy pepper sauce, and mushrooms sourced from urban agriculture in Grenoble.
Although this recipe may seem unique, as it will likely make a comeback during the same period in 2023, it has achieved tremendous success!
Sales results: 294 units sold, generating approximately €4000 in revenue, setting an absolute record among all the limited edition releases we have launched so far.
We are convinced that this exceptional result can be attributed, first and foremost, to the recipe's originality. Being one of the few naaneries to offer a mushroom naan, a vegetable rarely used in street food, has captured the attention of consumers.
Secondly, the effect of communication and the use of ultra-local, farm-to-table products played an essential role in the success of this limited edition. Consumers increasingly appreciate local and sustainable products. Moreover, the mushrooms used are cultivated in unused spaces within buildings in Grenoble, utilizing innovative agricultural methods that have gained significant media attention.
We have also implemented a comprehensive communication strategy, conducting cross-marketing with our supplier partner as part of the Champiloop campaign. This collaboration has enhanced visibility and appeal for the product.
This demonstrates that the role of a restaurateur involves staying abreast of agricultural trends while daring to embrace change and originality in recipes.
