How Bushwick Kitchen Turned Viral Success Into a Sustainable Business
Casey and Morgen, the co-founders of Bushwick Kitchen, planned to build an eCommerce company from scratch in 30 days.
What started as an exercise in time-strapped entrepreneurship turned into a successful venture. Within 10 months, they had sold thousands bottles of honey and been covered in Bon Appétit, Vanity Fair, Esquire, and more.
Ted Barbeau, a college friend of Morgen’s who has since joined the company as an additional partner, told the story of how this overnight success has kept up the momentum, and what the company has been up to since their initial blockbuster success.
The Bushwick Kitchen Backstory, in a Nutshell
Bushwick Kitchen started when two friends — Morgen, a serial entrepreneur who was always up for a challenge, and Casey, a foodie — came up with a challenge to try to establish a business from idea to delivery in one month.
“Everyone wants to do something, but it’s very easy to say, “Oh, I’ll do that after the New Year,” or, “Oh, I’ll do that after my birthday,” or, “I’ll do that during the summer time.”
The idea was to conceive and push an idea out as quickly as possible to reduce those roadblocks.
So, Morgen and Casey combined their passions and set off to create products that bring together unique flavor profiles, and MixedMade (the original name) spicy honey was born.
The idea worked.
Within a month, Bushwick Kitchen was up and running, and within 10 months, they’d sold $170,000 worth of honey.
Moving from the Web to the Racks
After their success, they needed to look into how to make the company sustainable in the long run.
The biggest question was: how do we stabilize this and take advantage of all the press that we received?
“We wanted to try to smooth that out across the entire calendar year and get away from this notion that not much happens between Q1 and Q3 and then we try to make it all up in Q4.”
One way of doing that is to diversify. So instead of putting all of their eggs in the eCommerce basket, Bushwick Kitchen sought to build up their retailer network. In 2014, there were only a handful of retailers carrying their products.
They started 2015 with the goal of getting onto as many shelves as humanly possible.
“In addition to that, we also wanted to stop being a one-trick pony with spicy honey. We thought, ‘How can we add a couple more products to our portfolio?’”
They developed and launched two new products — Trees Knees Spicy Syrup and then Weak Knees Gochujang Sriracha.
How to Get Stocked by Retailers
To get their product on more shelves, they started where most people do — Google.
They began by searching for and downloading lists of local retailers. They looked online to find the 10 best local cheese shops, meat shops, specialty grocery shops, etc.
The next step? Call the stores.
“I’d say, ‘Hey, my name is Ted Barbeau. I work with Bushwick Kitchen. We make a spicy honey. Would you have any interest in trying it?’ And what we quickly found was the people who were picking up the phones weren’t necessarily the decision makers that were going to green-light a new product.”
The people who picked up were often shop clerks or other employees, someone who, as Ted says — “Is doing 250 different things at one moment and did not have the time to try to understand what a spicy honey was.”
It became obvious to them that this tactic wasn’t working. So their alternative was to send emails.
“People today generally look at email as more impersonal. They think you’re probably not going to get a response, everyone hates email, nobody reads their email, etc. And furthermore, how are you even going to find the email of the right person?”
But they found that email worked incredibly well in this space.
Probably because they were approaching boutique stores, with probably less than 20 employees. This meant that whoever started the shop likely registered the domain name and had all the emails (to “email@example.com” or “firstname.lastname@example.org”) forwarded to them.
“We asked ourselves, how do we reach out to 100 new retailers every single week? The answer was that it involves a lot of work. And it’s a lot of manual work. It’s a lot of finding retailers. It’s a lot of finding email addresses. It’s a lot of emailing. But the rewards were really, really great.”
The Secret Sauce
One of the special ingredients in Bushwick Kitchen’s success has been the founders’ unique backgrounds.
When they approached retailers, their attack plan wasn’t typical of a fledgling food brand. They brought the startup mentality to an eCommerce business — namely Silicon Valley’s reputation for scaling quickly.
Instead of going to trade shows and farmer’s markets, they strategized how to reach the most retailers in the shortest amount of time.
Another place you can see Silicon Valley’s impact on the brand is in their attention to content marketing, which is pretty unique among eCommerce brands.
What motivates their content marketing?
“We’ve had a lot of success, going from a little bootstrapped company selling a couple of bottles of honey a month to a much more substantial food company with three products and a large retail footprint. We want to share what we’ve learned and help others in the same position.”
So What’s Next?
Looking toward the future, they plan to do things that are more typical of a growing food brand like investing in attending larger trade shows to connect with more retailers that they may not have found otherwise.
They hope efforts like these can help them reach their 2016 goal: Growing from 250 retailers to 1,000 by the end of the year.
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Originally published at www.yotpo.com