My final project for Skillshare's Digital Strategy on a Shoestring course.

2. Pinkberry is a frozen dessert restaurant originally from Los Angeles, California.
Most Pinkberry locations are located in California and New York, but the company has
expanded into locations throughout the US such as Illinois, Colorado and Connecticut.
Pinkberry not only offers frozen yogurt, they also offer smoothies, greek yogurt, shaved ice,
yogurt parfaits and hot chocolate year round.
Customers can choose toppings for their treats such as strawberry, raspberry, blueberry,
blackberry, , Fruity Pebbles, granola, mochi, lychee, to name a few.
Pinkberry believes they provide sensible snacks and treats for their visitors. Many of their items
are low calorie, use premium ingredients without trans fats, high fructose corn syrup,
hydrogenated oils and yogurt made with hormone-free milk.
Pinkberry’s nickname?
Crackberry
Pinkberry’s Background

3. Pinkberry’s Demographics
quantcast.com

4. Pinkberry’s Audience Interests
quantcast.com
Indicates the customer base is overwhelmingly female,
interested in personal appearance and cosmetics and
has higher disposable income for luxury goods.

5. The Pinkberry Customer
Most Popular Cities:
New York,
California
Boston
Texas
Illinois
Majority of visitors to Pinkberry.com are female as they over-index by 1.25x
25-34 year olds are the majority by 25% with 35-44 year olds following by 19%
61% have no children within their household
Most customers have graduate and post-graduate degrees, 36% at least have a college
degree
Interests of Pinkberry customers include:
Fashion and cosmetics, luxury goods and jewelry, fragrances and cosmetics.
These customers like to look and feel good.

6. Pinkberry.com Visitor Stats
Pinkberry.com Stats
Mobile visits surpass online unique
visits.
Online has more page views overall.
Last
Month
Uniques People Visits
Page
Views
Web
Mobile
Web
Online
132,456 114,879 203,679 468,171
69,116 105,043 204,305
63,340 98,636 263,866
September 2013-October 2013
quantcast.com

7. Overall Pinkberry Insights
These are affluent, educated individuals with great spending power.
Minorities, especially Asians, over-index as Pinkberry visitors.
These are image-conscience individuals who care about health, luxury
items and how they look.
These are also mobile-savvy users who access the site via cellphones
as much as web. These visitors are likely looking for their local
Pinkberry store hours, flavors and calorie information and accessing the
app.
Women visit Pinkberry more than men. While 61% do not have children,
39% do have children. Many users could visit Pinkberry via their mobile
device to search for dessert options/treats while out and about with
families/children.

8. We Want To...
Raise awareness of Pinkberry as they continue to expand throughout
the US and present Pinkerry as a healthy dessert option or treat.
Photo Credit: http://www.flickr.com/photos/27917561@N00/2837040778/

10. Google Trends: Pinkberry Search
Google Trends
Most Pinkberry search terms
correlate to areas where stores
have just opened (Rhode Island,
Lousiana).
There is almost no interest ]the
midwest and southern states.
Pinkberry’s search terms
consists of users searching for
locations and hours of
operation.
Google.com/trends

11. Google Trends: Pinkberry Interest
Pinkberry interest was unusually high in April 2013, likely due to the company announcing
their Greek yogurt smoothie.
Other than that, Pinkberry displayed higher interest during summer months with interest
lowering as fall approached.
http://www.foodnavigator-usa.com/Manufacturers/Pinkberry-bids-for-slice-of-the-action-in-fresh-Greek-yogurt-with-roll-
out-of-Pinkberrygreek

12. Pew Internet: Cell Internet Use in
2013
Nearly two thirds of cell phone owners use their phone to go online, and one in five cell
owners do most of their online browsing on their phone
http://www.pewinternet.org/Reports/2013/Cell-Internet/Main-Findings/Cell-Internet.aspx

13. Cell Internet Use 2013:
Demographics
Demographics of cell internet phone
users:
18-49 year olds
Minorities (Black, Hispanic)
College-Educated
High incomes
Urban/Suburban Dwellers
http://www.pewinternet.org/Reports/2013/Cell-Internet/Main-Findings/Cell-Internet.aspx

14. Google Think/Insight:
The Mobile Path to Purchase
A majority of mobile searches are conducted using a search
engine of some kind.
http://www.google.com/think/research-studies/mobile-path-to-purchase-5-key-findings.html

15. Google Think/Insight:
The Mobile Path to Purchase
Customers using mobile to search are ready to make their purchasing
decision within the day.
http://www.google.com/think/research-studies/mobile-path-to-purchase-5-key-findings.html

16. Google Think/Insight:
The Mobile Path to Purchase:
Mobile experiences heavily influence people’s purchasing
decisions with over half moving forward with making a purchase
in the restaurant category.
http://www.google.com/think/research-studies/mobile-path-to-purchase-5-key-findings.html

17. Category Research Insights
- The majority of Pinkberry search interest is within areas where Pinkberry stores have just
opened, mainly on the east coast. There is hardly any interest within the Midwest or
Southwestern US.
- Interest in Pinkberry and other frozen yogurt stores is high during the summer months
(June-August) and begins to taper off as fall approaches (September-October).
- About 55% of adults receive information on local restaurants/bars/clubs. Those 55% are
made up of: women, urban/suburban, aged 18-39, minorities (Black, Hispanic), highly
educated and upwardly mobile.
- 38% of adults use search engines to find information about local restaurants. Social factors
very little within the search process.
- Over 74% of mobile searches are conducted using a search engine.
- 55% are looking to make a purchase within the hour; 83% want to purchase within a day.
- Within the restaurant category, 54% of those who used mobile to search went on to make a
purchase.

19. Competitor: TCBY
TCBY is the largest U.S. retailer of soft-serve frozen yogurt.
The first TCBY opened in 1981 in Little Rock, Arkansas.
TCBY stands for "The Country's Best Yogurt".
Healthy offerings from TCBY include, Super Fro-Yo (a reformulated
version of its yogurt with a more nutrient-rich profile) and Greek Yogurt.

20. Google Trends: TCBY Search
TCBY search is most
popular in Southwestern
states such as Arkansas,
Louisiana, Nebraska,
Colorado.
Google.com/trends

21. Google Trends: TCBY Interest
Also shows that TCBY definitely misses out on opportunities to other
frozen yogurt brands.
In June 2013, frozen yogurt indexed at 100 vs. TCBY at a mere 13.
Google.com/trends

22. TCBY.Com Visits
TCBY has less visits than Pinkberry.com and less rank in Food and
Drinks/Restaurants category.
SimilarWeb.com

23. Taco Bell and Subway
are considered
competitors.
This may indicate that
TCBY is considered a
lower end fast food
place than a frozen
yogurt shop.
TCBY’s Competition
Compete.com

24. TCBY’s Facebook Status
Only 88K likes and 585 people "talking about" the TCBY Facebook
page.
Also, most of their Facebook traffic is from Costa Rica, which seems
irregular.
Indicates that the social media efforts within the United States are
not as strong as other frozen yogurt chains.
Facebook.com/tcby

25. TCBY on Twitter
Significantly lower
number of followers than
competitors.
Many CTAs reaching for
more followers on social
media.
http://twtrland.com/profile/TCBY

26. TCBY on the Blogs
Much discussion about
TCBY’s new Silk Chocolate
Almond product launch--an
innovative product within
the fro-yo community.

27. TCBY: Public Perception
Public perception of TCBY via social
channels has not been very positive.

28. TCBY by the numbers
Between 2002 and 2012, the number of TCBY stores declined by 1,188.
Total number of restaurants: 500
2012 sales: $98 million
Total decline in sales: 61.2%
http://finance.yahoo.com/news/america-disappearing-restaurant-chains-211245093.html

29. Competitor: Red Mango
First Red Mango opened in South Korea in 2003; first US location
opened in Los Angeles in 2007.
Key difference from Pinkberry is Red Mango prefers to operate near
college campuses rather than metropolitan areas.
In 2011, Red Mango was named the No. 1 Zagat-Rated chain in
American for smoothies and frozen yogurt.

30. Pinkberry’s Biggest Competition?
They're McDonald's, while we're a homemade burger"--
Pinkberry co-founder Young Lee on Red Mango
http://money.cnn.com/magazines/fortune/fortune_archive/2007/05/28/100033688/index.htm

31. Red Mango’s Facebook Stats
Red Mango’s most
popular city is New
York, while Pinkberry’s
is currently Los
Angeles.
Red Mango also has more total “likes”.
https://www.facebook.com/redmango

32. Red Mango’s Twitter Stats
Large number of Red Mango’s
tweets are @ replies, which indicates
more interaction with customers.
Red Mango has
significantly more
followers than Pinkberry
http://twtrland.com/profile/RedMango

33. Social Thoughts on Red Mango
Red Mango sentiment is
generally positive across
Twitter and the blogosphere;
whereas Pinkberry is still
dealing with fallout of their co-
founder’s conviction of beating
a homeless man.

34. Red Mango Named Top Mobile
Brand
Red Mango was named the top
mobile brand for Q1 whereas
Pinkberry was #26
http://rsmindex.com/2013-top-mobile-brands-q1/

35. The Search Performance Leader
Overall, Pinkberry leads in search performance, with the exception of
total internal links, page trust and internal followed links going to Red
Mangoopensiteexplorer.com

36. Red Mango’s Thought Leader
Daniel Kim, Red Mango’s founder is
considered a thought leader, not
only among the frozen yogurt crowd,
but also within the business and
digital space.
Kim is active on Twitter, cultivates an
Instagram feed and has a Facebook
fan page with over 200K of his own
fans.

37. Competitive Insights Recap
TCBY seems to be having an issue with being considered as hip or fresh as Pinkberry
and other newer frozen yogurt chains.
Pinkberry's strategy has traditionally focused on opening in metropolitan areas whereas
Red Mango has focused college towns .
Red Mango appears to be more socially engaged with more Twitter followers and
Facebook fans and "likes". Also, Red Mango seems to have more curated content and
Tweets/updates.
With Red Mango being named #1 Top Mobile Brand, indicates that Pinkberry should
work on having a stronger mobile strategy for a higher rate of mobile social interactions.
Red Mango's founder, Dan Kim, appears to be extremely involved with the Red Mango
brand and even comes across as a thought leader in areas of social/mobile/branding.
That sort of engagement is not present with Pinkberry.

39. Stars Love Pinkberry
Reality TV stars, such as the
younger Jenner sisters and Jill
Zarin, constantly profess their love
of Pinkberry to their hundreds of
thousands of followers.
Topsy.com

40. Pinkberry’s “not so shining” Moment
Pinkberry founder’s
conviction garnered
over 4K tweets--the
most between
October and
November
And the comments were clearly not
favorable.

41. What’s Your Favorite Flavor?
On Twitter, users like to identify their
favorite frozen yogurt flavors as a
badge.
People also like to share their
trips to Pinkberry as they see it
as a healthier, guilt-free treat.

42. Pinkberry User Interests
Red Mango is the only
other frozen yogurt brand
named.
Other audience interests
for healthy diet include
calorie restriction, dieting
and veganism.
Other frozen treats such
as gelato, sorbet, frozen
custard and ice cream are
top of mind as well.
Audience: 1,700,000
Women: 1,360,000
Men: 340,000

43. The Frozen Yogurt Debate
People feel that the frozen
yogurt market is over-
saturated and there are too
many frozen yogurt shops
that look the same.
Compared to other frozen
yogurt shops--especially soft-
serve shops--Pinkberry is
expensive. People look for
alternatives than the cost-
heavy toppings of Pinkberry.

44. Taste the Difference
People wondering about the
difference between Pinkberry
and Red Mango: Pinkberry is
more tart and icier; Red Mango
is creamier.
People who like Pinkberry aren’t
necessarily looking for sugary sweet
taste; instead they are looking for a
clean or light finish.

45. The Pinkberry In-Store Experience
Customers generally enjoy
store visits as the customer
service reviews are generally
positive.
Also, while there are
concerns about the higher
price, many note the higher
quality of the frozen yogurt
and fruit offerings makes it
worth it.

46. Audience Persona:
The Pinkberry Lady
Christine is a junior engineer. She is now living on her own for
the first time in Boston, Mass. Christine works long, intense
hours, but she works hard to maintain a solid work/life balance
which includes staying fit and active, going out with friends and
dating in her adopted city.
In her free time, her guilty pleasure is watching mindless
television, including reality television shows (Real Housewives)
or TV dramas (Revenge, Nashville).
Christine tends to eat a healthy diet for the most part, but she
likes to indulge in a guilt-free treat after a good run or Saturday
yoga class. For Christine, frozen yogurt or smoothies are much
healthier options than sugary ice cream or candy.
She doesn’t indulge often as she’s likes to stay in order within
her budget and she prefers not to eat fast food, but she looks
forward to a Pinkberry treat 1-2 times a week.
Christine | 24 |
Junior Engineer

47. Consumer Insights Recap
People are discussing how frozen yogurt became a popular trend and its sustainability
with all of the frozen yogurt shops popping up everywhere.
People wondering about the difference between Pinkberry and Red Mango (the
competitor). The answer: Pinkberry is more tart and icier; Red Mango is creamier.
Although the price of Pinkberry frozen yogurt is higher than most soft-serve shops,
consumers feel it is worth it for the higher quality toppings and pleasant in-store experience.
To many people, frozen yogurt--while seen as a healthier option--is not as preferred as ice
cream or gelato. People tend to go to Pinkberry mostly for the health benefits.
The preference people have for Pinkberry over the competitors is due to the tartness and
smoothness on the palate than their competitors. Pinkberry lovers aren't necessarily
looking for the sweet finish that others may seek out.

48. Pinkberry’s Top 5 Insights
Pinkberry customers are young (18-39), upwardly mobile, city-living, and educated people.
The average customer tends to skew towards female. Their most popular cities are LA and
New York. Their customers tend to care about being healthy, looking good and taking care
of themselves. Going to Pinkberry is a more guilt-free treat for them to indulge in.
While Red Mango is considered Pinkberry’s top competitor, their strategic location
placement is different; while Pinkberry are located in metropolitan areas, Red Mango’s are
largely located in near college campuses.
Pinkberry’s brand perception has suffered as a result of their co-founder being found guilty
of assaulting a homeless man.
There are opportunities for Pinkberry to leverage in mobile and social media as they
expand. Pinkberry has some catching up to do with their main competitor, Red Mango.
Pinkberry customers acknowledge the premium topping and frozen yogurt costs, but they
enjoy the tart taste of Pinkberry. They also appreciate the high-quality toppings and
attentive customer service. This leads to a loyal customer base while many frozen yogurt
franchises are opening and people are beginning to express frozen yogurt fatigue.