2. Einstein Brothers Bagels
Strategic recommendation
2

3. The brief
Define Einstein Bros Bagels
brand narrative that will leverage
our brand equities and position
us for long-term growth

4. We are playing in a
category dominated by
powerful conventions
4

5. So powerful, that
used properly, can act
as propeller, but when
overused, can be a
gravity pull
5

6. Which conventions will
we have to overturn?
6

8. Beauty shots are
one-dimensional and
don’t ladder up to
a brand message
8

9. The shift
Tell a brand story to
stand out
9

11. Rational attributes only
emphasize the feeding
moment
11

12. The shift
Imbue meaning and
relevance above and
beyond the feeding
moment
12

14. Discounting goes
against a premium
perception
14

15. There are other ways to
deliver the value
construct without
discounting
15

16. The shift
Branded experience
will create value and
differentiation
16

18. Lowest common
denominator
messaging to reach
everyone
18

19. The shift
Prioritize your
audiences and
sharpen your message
19

21. CSR initiatives
humanize the
companies behind the
brands and create
advocacy
21

22. The shift
Neighborhood-focused
efforts, relevant to the
brand and the audience,
not “me too CSR”
22

23. Which conventions will
act as propellers?
23

26. Opportunity
Speak “fresh”
in a unique way
26

28. Iconic products
have cravability factor
and give people a
compelling reason to
choose a brand
28

29. Opportunity
Make bagel and schmear
our cravable food and a
raison d’etre of our brand
29

30. Category opportunity
Elevate the
feeding moment to a
branded experience
30

31. What is the
audience opportunity
that will
accelerate the brand’s
growth?
31

32. At this moment, you
focus on two key
segments to drive
your business
32

35. There is a fresh way to
look at these
audiences, that is more
actionable
35

36. Their relationship with
food is multi-dimensional
36
Depth of the connection to food#1
Breadth of the connection
with food
#2

37. Depth of the
connection to food
#1
37

40. The opportunity
55%*
of Food Enthusiasts consider
breakfast the most important
meal of the day, more
important than lunch and
dinner
Propensity Momentum
“Ethnic flavors and global influences
are beginning to make their way to
the breakfast table”
Top 10 Trends in 2012, Food Channel
of restaurant users 18-34 say
they rarely have time to eat
breakfast at home during the
week, but say stopping by a
restaurant in the morning is too
time consuming.
Mintel, 2012
43%
On-the-go
is king
40
*Source: Experian Simmons, Fall 2011

41. Breadth
of the connection
with food
#2
41

44. How do we capture a
greater share of the
emotional and social
space?
44

45. Deepen the emotional
connection via a
branded experience
45

46. What equities can we
leverage to activate this
opportunity?
46

50. A latent, but powerful
brand equity
We have vibrant
heritage with a twist
50

51. A suppressed
Yiddish-ness that
does not stand for
much
51

53. What is the
universal cultural
significance of
Yiddish-ness, today?
53

56. What does it all mean
for our brand future?
Brand belief
56

61. Brand behavior
61

75. Where do we start?
75

76. Top five
commandments
76

77. 1. We will redefine value: no longer based on price or
derived from discounts
2. We will stop being all things to all people
3. Our people/our way is more than the collection or the
sum of our products
4. We will connect more emotionally – and not just feature
food shots and feeding moment messages
5. We will not lead with our weakness in advertising (e.g.
bagel sandwiches)
77

78. Thank you
78