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Orangw Leaf

In: Business and Management

Submitted By Lancaster131
Words 1999
Pages 8
With the growth in the frozen treat business the market is becoming saturated, but Orange Leaf Frozen Yogurt has found the right pieces of the puzzle to allow rapid growth in this crowded market. Founded in 2008, in Oklahoma City, Orange leaf Frozen Yogurt has quickly expanded to 225 locations, with plans in place to open up 125, within 35 states (Orange Leaf, 2). In 2011 Orange Leaf turned into an international company, by opening their first outlet in Australia (Ruggless, 1). Orange leaf has a variety to choose from. Each store has sixteen different flavors ranging from unusual flavors such as coconut and lemon, to your traditional flavors, such as vanilla and chocolate (Quintanilla, 1). You also have the option to swirl select flavors as well. This may seem like a low option of flavors, but they are switched out often with different flavors to change it up for their customers. After you make your own bowl of frozen yogurt from the machines, you have the options of choosing from fifty-two different toppings (Quintanilla, 1). Some of the options you have when it comes to toppings are fruit topping, chocolate candies, nuts, gummy candies, and many more (Quintanilla, 1). Orange Leaf Frozen yogurt is without a doubt a business to consumer product. Let us define exactly what it mean to be a business to consumer is. According to Investopedia business to consumer are transactions that happen directly between a company and a consumer, where the consumer is the end user of the product or service (Investopedia, 1). The reason it is not business to business is because the product is being sold straight to consumers. Business to business companies sell straight to other businesses instead of consumers. At Orange Leaf Frozen Yogurt serve yourself. You start by going to the shop and getting a bowl. From there you can choose what size of disposable bowl you would like to use. You also have the option to put a divider into your disposable bowl, which allows you to get different flavors without them mixing together. The dividers give you the option separating two or three different flavors. From there you got to the machine of your choice, pull the lever and frozen yogurt comes out. Each machine has a two different flavors connected to it. You can either get one of the chosen flavors from a machine, or you have the option of swirling the two flavors together. You can get as many flavors in your bowl as you want. If you want to have some of every flavor in your bowl you can do that. But Orange Leaf does have different flavor that you don’t see everywhere. The good thing is there are small samples cups that allow you a taste of every flavor if you like. This insures that that you know you like the flavor you are getting. Next you go to the topping bar. You do not have to get topping, but the option is there for you if you want them. The topping bar has up to 52 different toppings you can choose from (Quintanilla, 1). After you are done at the topping bar you go to check out. When being checked out, it does not matter what flavor or what topping you have put in your bowl, because the charge the customer pays is based on the weight if the contents of the frozen yogurt. The average transaction cost for frozen yogurt at Orange Leaf is $7.50 (Ruggless 1). After the transaction the cashier gives you the Orange Leaf signature spoon, and you are free to either enjoy your frozen yogurt either in store at one of their tables. This is business to consumer because the yogurt is being sold to the customer to consume, and not for other business reasons. According to Orange Leaf Frozen Yogurt, Their product is made from a dehydrated yogurt base, which is made fresh daily, then it is mixed together with low fat milk, which makes it creamy and is rich (Faqs About Our Company, 1). After doing much research it sounds like the majority of where the final product is made is right in the back of the shop. This would be considered insourcing. Insourcing is the practice of using an organization’s own personnel or other resources to accomplish a task (Rouse, 1). So instead of outsourcing your products to be made outside of the company, you have people hired within the company to produce the product. This is not out sourcing. If it were outsourcing, then the company would have the product prepared by another party and then it would be shipped to Orange Leaf Frozen Yogurt. Now let’s talk about the target market for Orange Leaf Frozen Yogurt. Let’s recall what target marketing is. Target marketing is the process of focusing on those segments that the company serve most effetely and designing products, services, and marketing programs with these segments in mind (Lascu, Clow, 148). Orange leaf likes to target broad and many different age groups using different tactics. When asked about who was their target market, they replied, “We don’t want to single out one part of the demographic. We want a concept that appeals to the masses, no matter what age you are. We want you to be able to come, get a great cup of frozen yogurt and enjoy the experience with your friends and family”(Faqs About Our Company 1).
One group that they like to cater to is to tweens, teens, and college students (Bixler, 1). One way they like to appeal to this age group is by offering free wireless internet access (Bixler, 1). Some people ask why offer something like this? The reason for offering free wireless internet is because, most of the consumers in this age group not only have smartphones, and they are frequently using them. So when these customers are trying to weigh whether they sound go to Orange Leaf, or one of their competitors, they may be swayed that the fact Orange Leaf offers free wifi, which means this group can save data by sending messages and surfing the internet using Orang Leaf’s wifi. Another thing they do for this demographic is they turn up modern pop music of Friday and Saturday nights (Bixler, 1). Another demographic of people they target is young parents (Bixler). It is no secret that young children like sweet treats. Not only are the children likely to get something though, the parents might get something for themselves as well. Orange Leaf also offers a family type environment with the design of their shop. Another demographic that you would not think that would be attracted to such a thing is the elderly crowd (Bixler, 1). Although most of the elderly does have health problems that prevents them from eating frozen treats such as ice cream, frozen yogurt is a better substitute. Frozen yogurt per serving is between 25 and 50 calories (Nutrition Facts 1). Blue Bell homemade Vanilla Ice cream has 180 calories per serving (Homemade Vanilla, 1). When compared to even the most full flavored frozen yogurt Orange Leaf offers, it is 130 less calories than one of the most popular flavor of Ice cream’s made. Although it is lower calorie, if you go to the snack bar and add some of the toppings your frozen yogurt can quickly jump in the calorie count, even more than a serving of Blue Bell Homemade Vanilla. But, as long as you stay away from the snack bar it will be much better. Do realize this is a much healthier option than your ordinary ice cream, but that does not mean to quit taking your daily vitamins. Orange Leaf Frozen Yogurt also attempts to appeal to some special groups. They offer two non-sugar flavors for diabetics (Faqs About Our Company, 1). The flavors that are sugar free are vanilla and chocolate (Faqs About Our Company, 1). They also offer options for people who are vegan, so they do not have to compromise their diets (Faqs About Our Company, 1). The flavors they offer for vegans are Dole Pineapple and Dole Orange (Faqs About Our Company). One group they can’t guarantee though is for people practicing religions who require them to eat kosher meals. When asked “Is your yogurt certified kosher?” Orange Leaf’s reply was “We can’t guarantee that the froyo you’re about to enjoy meets the standards for certified kosher foods” (Faqs About Our Company, 1) The next topic we will discuss concerning orange Leaf Frozen Yogurt is how do they brand their product. But, first let’s talk about what it mean to brand a product. When talking about branding a product it basically means the promoting of a product or service by identifying it with a particular brand (Bailey, 1). Let’s analyze the store at first. All theirs stores are generally the same size, which is about 1,600 to 1,800 feet (Ruggless, 1). When it comes to the decoration they have a bright light-orange tile, on the ground, that surrounds the frozen yogurt machines. On the wall of the machines they are actually surrounded by a dark-orange border. The reason that they do this is that they want to make their customers feel “wowed” by a bright, energetic atmosphere (Ruggless, 1). Orange Leaf was asked, “What makes your frozen yogurt different than the competition?” (Faqs About Our Company, 1). Their answer was the following: “We’re better, of course! But seriously Orange Leaf’s unique flavor recopies are prepared fresh daily with fat free milk, with lactose excluded, and mixed up in proprietary serving machines that make for a richer, creamier treat like no other” (Faqs About Our Company, 1). After researching one of Orange Leaf’s competitor, Pinkberry, I was able to distinguish what sets the two apart. What made Orange Leaf different from them is that they have less calories than the frozen yogurt at Pinkberry. After analyzing their list, Pinkberry did not offer any yogurt that was under 80 calories (Pinkberry Nutrition Information, 1) while the most fattening Orange Leaf provides is about 50 calories per serving, before topping are added (Nutrition Facts, 1). In a nut shell they brand their product by advertising they are lower calorie than their competition, while still having great taste.

Work Cited

Bixler. Franchise Chatter. 22 March 2013. Web. 16 April 2015. <http://www.franchisechatter.com/2013/03/22/fro-yo-files-orange-leaf-operators-who-provide-fun-experience-to-many-demographics-will-have-best-success-says-franchise-developer-part-1/>.
Blue Bell Ice Cream. Homemade Vanilla Nutrition Facts. n.d. Web. 16 April 2015 <http://cdn.bluebell.com/IceCreamFlavor?fid=21>.
Orange Leaf Frozen Yogurt. Nutrition Facts Orange Leaf frozen Yogurt. October 2014. Web. 16 April 2015 <http://www.orangeleafyogurt.com/nutrition-facts>.
Bailey. Wood Streak Inc. 3 February 2013. Web. 17 April 2015. <http://www.woodst.com/graphic-design-marketing/what-does-branding-mean-today/>.
No Author. Nutritionix.com. Pinkberry, 2015. Web. 19 April 2015. <http://www.nutritionix.com/pinkberry/menu>.
Ruggless. Nation’s Restaurant News. 29 October 2012. Web. 17 April 2015. <http://nrn.com/corporate/growth-chains-orange-leaf-frozen-yogurt>.
Quintanilla. Las Cruces Entertainment. 31 December 2014. Web. 18 April 2015. <http://www.lcsun-news.com/las_cruces-entertainment/ci_27235389/taste-variety-flavors-toppings-customize-cup-froyo>.
Orange Leaf Frozen Yogurt. Orange Leaf Frozen Yogurt. n.d. Web. 17 April 2015. <http://www.orangeleafyogurt.com/Content/downloads/OLY_0613_0615_PRKit.pdf>.
No Arthur. Investepedia. n.d. Web. 18 April 2015. < http://www.investopedia.com/terms/b/btoc.asp>.
Rouse. SearchCIO. June 2014. Web. 17 April 2015. <http://searchcio.techtarget.com/definition/B2B>.
Orange Leaf Frozen Yogurt. About Orange Leaf Frozen Yogurt. n.d. Web. 16 April 2015. <http://www.orangeleafyogurt.com/frozen-yogurt-faqs>.
Lascu, Clow. Marketing Principles 4e. Saint Paul, MN, 2012. Print…...

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