Nautical Bowls 2.0 offers bigger dining areas
It seeks customer connections through new store designs and alfresco setups.
Nautical Bowls is refreshing its store look and boosting its social media presence to connect to health-conscious customers emotionally, build loyalty, and drive sales.
The decision to launch “version 2.0” of the US-based fast-casual franchise, which serves a variety of healthy acai and other superfood bowls, was entirely based on customer feedback, Dean Lightfoot, area developer for Nautical Bowls in Australia, told QSR Media.
“Version 2.0 is more about focusing on the customer experience by bringing in some natural elements like greenery and artworks on the walls that connect with consumers emotionally,” Lightfoot said via Zoom. “We have a beautiful, healthy product, and we need to convey that in our stores.”
Lightfoot said there has been a significant shift amongst consumers in what and how they eat.
“Whilst there will always be a place for traditional food, I think my [daughters] don’t go out to nightclubs or [other similar places] anymore,” he said. “They're looking for good quality, healthy food choices and places to hang out.”
New Nautical Bowls branches will have a bigger dining space where people can stay and connect. Lightfoot said one of the three new sites under construction is about 100 square meters and has a big dining area. The others will offer alfresco dining, taking advantage of the locations which are near a concert stage and a university.
Aside from the refresh, Lightfoot said they have also taken a look at their social media presence. Last year, Nautical Bowls partnered with Jaz Hand, the founder of Australian jewellery brand Jaz Hand Made. The two created the Jaz Hand Made Nautical Bowl, as well as a series of social media videos that had over 500,000 views and 60,000 likes on TikTok, with the Matcha & Strawberry flavours being the top item consumers loved.
Lightfoot said he had to relearn everything he knew about franchising as part of boosting the brand.
“One of our biggest challenges now is the supply chain because we have a unique product that we can’t just buy off the shelf,” he said. “It has to be made especially for us.”
Nautical Bowls had to switch supply chain partners due to unsustainable costs. They managed to find a local supplier that was able to replicate the same quality product on their terms.
Another challenge was opening in Queensland and Perth at the same time. “It was a big challenge logistically. We’re okay now, but I wouldn’t do that again,” Lightfood said.
He said they partnered with a sub-area developer for Perth to look after the market and the franchisees in the area to make it work.
Nautical Bowls will continue to create products that target health-conscious consumers. Lightfood said they plan to release a collagen bowl and collagen smoothie, as well as their new winter menu that will have an apple crumble acai bowl by early July.
The brand has 11 sites in Australia, with four under construction. Lightfood said their goal is to reach 20 outlets by year-end and 80 branches in the next five years.
