Green & Tonic For Breakfast
Ever hear of Joe & The Juice? I first discovered the brand about two years ago while still living in California. But when I came to New York, I was surprised to hear that the majority of people I came across had never heard of it… Interesting. I think it is a brand that is well done, with good products, customer experience, and brand story.
Go Away Doc, Iron Man, Sex Me Up. Have You Heard of Product Names Like These?
Let’s talk about the brand first. Joe & The Juice is a fast-casual restaurant that is focused on offering mainly juices, coffee, and a variety of salads, sandwiches, and yogurt bowls. Founded in Denmark, it has several locations globally. The company’s branding, in my opinion, is unique in terms of its product names, and its in-store experience. Product names are displayed in large in the store itself, and they immediately intrigue customers to learn more about what the products are just from their titles. This is an interesting way for the brand to differentiate itself from the hundreds of juice stores that already exist. Customers become more fascinated to learn about this brand. Each brick & mortar store is uniquely tailored to fit its location. For example, the upper east side has a quieter vibe to it, whereas the Soho location is more hip. All stores play music that comes from the brand’s playlist. The Brand colors are pink and black.
A Pink App That Could Be Better
Today, many fast-casual restaurants offer an app for customers to order menu items in advance. Once the order is ready, customers can pick it up so they avoid waiting in line.
When I first downloaded Joe & The Juice’s app, I was surprised that the only way I could properly look at the app’s features was by making an account. This is something that would get consumers frustrated and likely to abandon doing so because it takes effort. Especially for a customer who is looking at options and does not necessarily download the app for the intention to buy a product at the moment. I believe that there should be a “guest pass” option where customers can browse or check out without setting up an account.
Once I made an account, a notification popped notifying me that I earned 50 points. This is a point of sale tactic to influence consumers to purchase. However, I saw that the 50 months expire on the same day that they were earned. Even though this tactic can be strong to influence consumers, I believe that the brand should consider extending this time longer so that a user will be more inclined to use the points to purchase.
The layout of the landing page does not work too well. It is stiff, it does not scroll or move, which makes it harder for users to navigate. In my opinion, this is something that needs to be changed. Consumers are used to scrolling through their apps, and this app makes it uncomfortable for them to use. Additionally, it is difficult to use for someone who uses the app for the first time. Symbols are unclear, and there is a huge white gap in the middle of the page. The pre-order button is the most important one as it is where consumers need to go to use the app to purchase a product.
In in this case, the button is at the bottom of the page, getting lost. This makes it harder for consumers to see, and again, may abandon the app because of it. Generally, it does not create a user-friendly experience, nor does it motivate users to purchase. Once the “preorder” button is pressed, it gets easier to navigate, but I still think that the app does not necessarily compel the user to purchase. But in my opinion, even the purchase button is slightly lost.
Can The Pink App Improve?
Yes. I believe that the app can become easier to navigate for the user, and just this will make the app much better. This is the most important thing that a company needs to consider when launching a brand. Especially for this brand, the point of the app is to make the consumer experience easier so that they can avoid waiting in line. As a Joe & The Juice customer, I think that using the app would make it more difficult for me than ordering at the store. Besides, the company can consider expanding the use of the app. One of its unique selling points is its music. The app can include a section where customers have free access to the brand’s music. The app can also have space for company background, brand vision, and values.
