SumoSalad to unveil new eat-in diner model for American market
Over 300 stores will be launched in the coming decade.
SumoSalad recently revealed huge plans of expanding their brand on American soil, with its first stores in North and South America scheduled to open within the year.
The brand is hoping to introduce healthy alternative meal options to American consumers, and targets to open 300 stores in the region as well.
Read the full report here.
Below is a Q&A with Luke Baylis, CEO of SumoSalad.
QSR Media: What drove SumoSalad to launch the brand in North and South America?
Baylis: During visits to North America I noticed a need for easy, convenient and affordable healthy lunchtime options. Access to fresh, accessible produce is scarce and consumers are hungry for it, making it the ideal market for SumoSalad to flourish.
Likewise with South America, the area is experiencing fast growth in the area of healthy fast food. With the upcoming World Cup and the health-conscious values of Brazilian culture, it was an easy decision to make.
SumoSalad was actually formed after my business partner and I spent two years in the U.S experiencing the country’s trends of obesity, poor diet and exercise, and wanted to make sure it didn’t happen in Australia. Now, after 10 successful years on home soil, I’ve finally been able to establish SumoSalad’s footprint in the country that started it all.
QSR Media: Tell us more about the brand's plans to open 300 stores across the region.
Baylis: Opening 300 stores over the next decade is certainly an ambitious plan. However, having served 30 million salads since our first store opening in 2003, I feel that SumoSalad is ready to expand its presence worldwide.
We initially contemplated opening 1000-plus stores, however we recognised the need to be conservative and make sure we’re doing everything right through the pilot stores before we expand further.
QSR Media: How do you think your product offering will fare in the American market?
Baylis: There are certainly some big differences between the US consumer base and the Australian market. As such our model of approach will naturally be tailored accordingly. Food courts are not seen as cool in the US as they are here, so we will be trialling a new eat-in diner model.
Minor differences aside, we expect the American market will welcome a fresh, healthy alternative to the fries and burger chains currently on offer in the US.
QSR Media: What challenges is the brand preparing for with this expansion plan?
Baylis: One of the main challenges we are preparing for is to spread the word and communicate our values to the American consumer. American fast food, which is typically characterised by greasy, unhealthy options, is often the only affordable lunchtime option.
The challenge will be to communicate our healthy and affordable offer to the American public.
QSR Media: What will be the brand's top 3 priorities for its growth and expansion in the international arena?
Baylis: Our top priority of course will be to effectively launch our flagship stores in both markets. Getting that very first store right, from the start will be crucial to the continuing success for SumoSalad and making an impactful first example to our new American customers.
Our focus will also be supporting the local master franchisee in delivering the very best product. We are always committed in helping our franchisee deliver the best qualities of SumoSalad to our customers. In this regard distance will mean nothing in terms of our service quality and support.
One of the ways we will be seeking to cut through the American markets will be to emphasis the Aussie origins of the brand – which has strong customer appeal in both these markets. In doing so we are highlighting that SumoSalad is not just more of the same regular fast food North and South Americans are used to.
