Article

Q & A with Chris McCracken

The curtain is open for Planet Smoothie to take center stage.

June 18, 2007 by Valerie Killifer — senior editor, NetWorld Alliance

** This article is from the June/July 2007 issue of Fast Casual magazine. Click here to subscribe.

When Atlanta-based Raving Brands sold Moe's Southwest Grill in April, the curtain opened for its second-largest concept, Planet Smoothie, to take center stage.

Planet Smoothie may be an unlikely flagship, but Raving Brands' recent announcement of an aggressive PS expansion has shed new light on the chain's direction.

Fast Casual sat down with Planet Smoothie vice president Chris McCracken to hear his thoughts on the company's direction and its push to offer good-for-you food.

FC: Planet Smoothie recently found the human form of its Cupman logo. What was the premise behind the search and was the promotion considered a success?

CM: The premise was to get out into our markets with an integrated campaign — viral, in-store, in-market, online — to rally our franchisees, beginning with our annual convention [and] followed by the kickoff of our peak spring and summer seasons. Bringing the Cupman to life was simply the iconic vehicle we chose, given its long-standing relationship to the brand.

The program was successful on a number of fronts. It reinforced to the system and the consumer that Planet Smoothie is a fun, active brand that really is good for you. We developed what we have been talking about for years — a Smoothie Mobile that enables franchisees to promote the brand locally as well as sample and sell.

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And we took our initial steps into green by retrofitting the vehicle so it runs on biodiesel. The content we captured and the vehicle become legacies of the tour that will have extensions for the brand well into the future.

FC: What do you think foodservice operations can do to help protect the environment?

CM: Each foodservice operation has to look specifically at what options are available today that are simple and cost effective, be it more efficient energy practices, lighting sources, use of sustainable building materials during construction or build-out, eco-friendly materials used during the course of business, be it cups, straws, napkins, packaging, as well as basic in-store recycling.

At Planet Smoothie, we are working on a long-term strategy to explore all of these issues. And as often as we can, we want to challenge the eco-community and entrepreneurs of all industries to bring to market green applications that make it more cost-effective for foodservice businesses to go green.

FC: Healthy products is an important aspect of the Planet Smoothie brand. Do you think consumers will continue to seek out restaurants that offer good-for-you food?

CM: Without a doubt; however, consumers won't compromise taste for healthy options, not in any significant numbers. We must deliver on healthy and taste. We believe we do that consistently at Planet Smoothie and more recently, have nailed the formula with Planet Smoothie Café with great breakfast and lunch menu items like wraps, salads, paninis, all of which go great with our smoothies.

FC: Raving Brands recently announced a three-year expansion plan for Planet Smoothie that includes the addition of 250 locations by 2009. What has the mood been like at Planet Smoothie since the announcement?

An inside look at Planet Smoothie.

CM: The mood is great at Planet Smoothie. We have a concept with great franchise demand. We have a cafe concept that is stronger than ever. The category is ripe for growth. We have increased attention from Raving Brands to grow the concept. We have a dynamic marketing vehicle in our Planet Smoothie Mobile that we see as something we can scale. We believe green will be a part of our future. Our mood is great.

FC: Do you think with the sale of RB's flagship, Moe's Southwest Grill, there will be more growth opportunities for Planet Smoothie in the future?

CM:Moe's is an amazing brand and with Focus Brands, its growth is unlimited. Planet Smoothie now becomes the largest brand in the Raving Brands portfolio and that naturally means increased attention and opportunity. And we believe it comes at a time when the smoothie category has tremendous growth opportunities as consumers continue to make strides toward a healthier lifestyle.

As a society though, we need to focus on our youth, working to get them on the right track.

FC: My 15-year-old cousin is working his first job at a Planet Smoothie in Dayton, Ohio. Do you think Planet Smoothie appeals to a young demographic?

CM: Absolutely. Go online to MySpace or Facebook and you will see conversations about Planet Smoothie. Teens love our smoothies, but for them it's also the atmosphere, the music, the sense of freedom they feel when they come to a Planet. Historically, we have never been limited in regards to the demographic, which means we don't alienate any particular generation. That's important to teens because they don't want to feel like they are going to their parent's Planet Smoothie. They can stake a claim on it as much as anyone else.

FC: If you were to give any restaurant-industry advice to those just starting out, what would it be?

CM: There are a few fundamental things. One, make sure you have enough capital available in the first year to build your store business — volume, reputation, presence in the community. Two, if you are part of a franchise system, embrace local store marketing plans. If you reside inside your four walls and fail to get out into the community, you will struggle to succeed. Three, hire the right kind of people to represent your brand. Without those employee evangelists, all the capital and marketing won't mean much without great, motivated people.