This is the new menu at Jamba Juice.
(Blogger’s Note: This is the second in a three part series on staying focused.)
It doesn’t matter which of life’s paths you choose, staying focused is becoming more difficult, daily, for each of us. Between Twitter, Facebook, MySpace, this email account, that email account, and the password for each, we are continually tested on our ability to concentrate.
In the restaurant business having to deal with payroll, employees, customer complaints, vendor calls, leases, landlords, and losers who have somehow stepped into your life, each make focusing more difficult. However, this is no excuse for taking your eye off the ball.
Individual creativity, the day part dilemma, and concept changes by the competition all temp us to rethink our concept, menu and overall operation. And, we can’t however, confuse change with losing focus. Change, when planned in an organized manner and merged into a concept is a definite asset. But, change that doesn’t fit could prove disastrous.
Jamba Juice, the
According to Wikipedia the chain’s smoothie sales have been in decline and “Jamba, Inc will undergo its biggest transformation in June 2009 when it starts to offer a line of sandwiches, salads and flat breads in all of its California stores, and within the next year, all its stores nation-wide” Once that happens the concept is as much about location and real estate as it is about focus.
Somewhere along the way, the conceptual team at Jamba took their eye off the ball and the company may be suffering because of it. Their once hearty smoothie menu has been downsized, there stores are appearing worn, and they have strayed, on perception at least, away from the natural standards that once drove the company.
Earlier this week I received a press release announcing that Jamba, Inc. was introducing a “grab and go” menu in their
To make matters worse, the press release announced they were launching the
This is a major mistake many operators and corporate marketing developers make: If there is a void, copy the competition and fill it with a different name. The problem is the void, if it does exist needs to be filled with a product or promotion that somehow compliments the original concept. And, it needs to be done well.
As you grapple with ways to increase sales, fill the day part void, and become more successful, don’t forget what your original concept was and where you were supposed to go with it.
Staying true to your original goal, and keeping the focus you had when you seated that very first customer, is essential to success. Revisit your original business plan periodically. It will help you see the light.
Tomorrow: Ten tips on staing focused