Find out more about SumoSalad's latest push for personalised salads
The healthy food chain is launching a new autumn menu and a campaign urging its customers to create their own autumn salad.
“Today’s consumer is much more conscious and ingredient savvy. They know what’s good for them and they like to make their own, educated choices. Every Sumo customer is unique, they have their own personal preferences based on dietary requirements, ethical choices, health needs or simply their food likes—and loathes. Sumo’s autumn menu is about inspiring and empowering people to make healthy food choices. It offers a truly personlised eating experience,” Sumo co-founder Luke Baylis said.
My Sumo will allow customers to simply select from the brand’s healthy-choice, locally sourced ingredients and create a salad to fit their preferences. The brand is also offering prizes including $10,000 to customers who design the most creative salad from the menu.
QSR Media got a chance to talk to Petra Orrenius, Head of Marketing at SumoSalad, to tell us more.
QSR Media: Can you tell us more about this personalisation strategy?
Petra Orrenius: The large shift around society that impacts our customers and how they want to interact with you as a brand, is all about personalisation and being in control. Our customer wants to take control of their own lives, being able to shop local, create their own and in the future split and pay the bill with smartphone technology. This is the same for food choices and purchases.
To create a campaign, like Design your Own and Win, will allow us create engagement and excitement and have people to participate and share it amongst their friends. We know that people want to be in control over their personal choices, such as food, clothes, work, travel and education. We also know they don’t trust big brands and business - they trust their family and friends and influencers that stand for the same values they do.
Which makes it important to create something that allows our customer to create their own and share it with their friends.
Everyone is jumping on this trend and it's nothing new. Even Maccas. We have it in our DNA, since we started 13 years ago- it's time to make more people aware of it.
QSR Media: What do you expect this to do for the Sumo Business?
Petra Orrenius: Luke [Baylis] and James [Miller] started the business around personalisation and create your own- we have it in our DNA.
Being Australia’s biggest health focused QSR brand we want to make sure with this campaign people realise that they can customise their own salad for every personal need- calling all fussy eaters, people with nutritional needs, vegans or flexitarians. Or perhaps you just want to create a fantastic salad with your favourite quality locally sourced protein with it- slow cooked beef, free range chicken, Tasmanian Tassel salmon (from the Tasmanian Salmonid Growers Association), etc. We have it all. If If you don’t want to make your own we have some favourites (signature salads) designed by our chef freshly made to order in store in front of your eyes.
So we are hoping to build awareness around our "Design your Own" but also have more people realise Sumo's great offering and jumping on board to join us in our journey to make Australia a little bit healthier (or should I say the world- our US store is taking LA by storm).
QSR Media: What changes, if any, have you had to make to the Sumo model to be able to roll this out?
Petra Orrenius: From an operational perspective making sure staff and franchisees are aware of this new focus to avoid bottle necks and waiting times. We want to make sure every one of our customers can come in and order their salads- and became their own Salad artist without waiting too long or paying too much.
Click here to find out more about the Design Your Own Salad competition, or visit the SumoSalad website for more information on the campaign.
