East Coast Bagel Company
SANTA MONICA, CA

East Coast Bagel is a quick service chain. The company's name has generic qualities that made it more difficult to build this brand. To increase sales, we analyzed our current business and the competition.

We learned that we had a loyal following, as did our competitors. Rather than attack the major competitors head on, we compiled an alternate strategy. We created a complete line of lunchtime offerings. This allowed customers who were already loyal to the competition to try us out. The result was two-fold. First we leveraged our overhead by developing the lunch business, something no other bagel chain had successfully accomplished. Second, we gained trial from competitors and then converted many of these over to morning shoppers.

East Coast Bagel also participated in many grass roots efforts and became well know in many communities. This approach was a low cost method of building the business.