As a whole, healthy, all-natural, and organic concepts have been having a hard time making their sales goals, except for notable exceptions like Chipotle. Everybody says they’ll go for healthy options, right?
You have to watch what people do and not what they say. I’m sure most people reading this post would say during a focus group, “Yes, I’ll pay a little premium for the organic meal”. But, in reality what do you do? Most of the time you purchase based on convenience, taste and price as long as you deem the quality above an acceptable level. I was reminded of this recently from a PepsiCo executive. Chipotle is the rare bird – it succeeds because it tastes good, is priced competitively, the line moves very fast, and most people don’t even realize the food is mostly organic.
Another “healthy” brand to watch is Naked Pizza because it has signed several area development agreements for hundreds of units but lacks experienced management. A reviewer on Yelp stated, the “cheese was rubbery and the pizza was cardboard” – ouch! Naked Pizza has gathered remarkable attention for only having a single location. The buzz is the result of winning an open venture funding call in a blog post from billionaire Mark Cuban. It’s also reknowned for embracing of twitter (a billboard simply lists it’s twitter address). A recent article summarizes the Naked Pizza idea:
NakedPizza’s solution is an all-natural, fortified pizza, made with simple, unprocessed ingredients, informed by science and made affordable and available through the proven carry-out and delivery model. It’s signature difference is a crust made with a diverse blend of “ancestral” whole grains, seeds and beans fortified with prebiotic fiber and probiotics (live, beneficial, cultures) for digestive health, balance and well being. The sauce, cheese, meats and vegetables toppings are all-natural with no added sugar, trans fats or high-fructose corn syrup. The company also offers a glutten-free crust and all-natural soy cheese. With less calories, lower glycemic index, and more protein than traditional pizzas and benefits including bone health and immunity, NakedPizza is the world’s first functional pizza.