Their Success…While temperature and humidity levels are at its extremes in New York City, New Yorkers and tourists alike are taking their spare time along the highline. The highline boasts as an iconic glimpse into the past and present of New York City where people can indulge in both nature and the city’s skylines on a historic walkway. A common thread for people walking the highline is that people are looking for ways to escape the summer heat. It is almost inevitable for people to not seek a fresh, cold relief. La Newyorkina utilizes this demand and conveniently stands on 30th St. and 17th St. attracting many consumers with their ice pop cart. La Newyorkina serves paletas, a traditional Mexican ice pop, in an array of flavors that change seasonally. They have both regular sized paletas, at $4, and mini sized paletas, at $1. The mini sized paletas is a popular choice for children as the “regular sized” paletas are deemed to run a lot bigger than an average ice pop.
Their clean crisp white cart exacerbates the fresh and clean vibes of the product, which identifies with consumer demands after a long, hot sweaty walk on the highline. Moreover, La Newyorkina doesn’t hesitate to brand their cart and their menu board with their logo and their Mexican themed ice pop. While other vendors do exist, these vendors have aligned themselves next to each other, making consumer options broader, which potentially draw customers away. However, La Newyorkina distinguishes themselves and locates themselves in a similar area, where traffic is heavy, but still distancing themselves to be noticed. La Newyorkina is a stand-alone cart with no seats like other vendors offer so most consumers buy a paleta and continue their walk on the highline. This creates more opportunity for more customers. As people walk down the highline those who already have a paleta in hand are already cooling down and indulging in their ice pop, which draws attention to those who are dehydrated and hot. These consumers are potentially persuaded to attain their own ice pop to help them survive the walk, and because La Newyorkina stands at both ends of the highline, the paletas will be easily accessible to new consumers.
Take Aways…La Newyorkina doesn’t fail to attract consumers and create traffic. La Newyorkina is on target with consumer demands during the summer months, and is on trend with consumer eating behavior. Many consumers are seeking for fresh and healthy foods, and La Newyorkina boasts their paletas to be fresh and local. Their ice pops are sourced from NY farmers and nearby organic dairy, fruits and herb vendors. Ingredients that cannot be acquired locally like tamarind, and other Mexican ingredients are imported in by small producers in Mexico. Moreover, Fany Gerson, Founder of La Newyorkina, hand-makes her products from scratch in small batches.
La Newyorkina offers a healthy satisfaction in an array of unique flavors- Hibiscus, Cucumber Lime, Fresh Coconut, Avocado, Tamarind, Horchata, Cajeta, and Mango-Chile. These unique flavors are, ultimately, a leading factor to their success as it attracts consumers through multiple platforms- social media, by-standers.
Cities around the country host an annual “restaurant week” or “dining month” where local establishments offer dining deals to attract and market to new customers. Genese Jamilah, founder of event blog I Don’t Do Clubs, has proposed a new type of event-Black-Owned Restaurant Month. Jamilah focuses her event on black-owned businesses, to, ultimately, build a stronger black community.
“Mom bloggers” are essentially a network of parents who give advice on what foods you should feed your kids. Mom bloggers express desires to buy foods that are organic, locally grown and eco-friendly. “Often, when the female reader is going through the same daily parenting drama as a favorite blogger, the shared pain and joy cements a personal loyalty and unsurprisingly, advertisers are hoping to capitalize on mom bloggers’ seemingly personal connection with their readers.”According to a CBC documentary loyalty can be worth as much as $2 trillion dollars, and research shows that mom bloggers mention at least 73 brands per week, with 56% of other moms buying brands based on these blog posts.
Giles Russell and Henry Roberts, owners of Two Hands, is planning to expand their coffee shop to Tribeca, but as a full-service restaurant. Two Hands, located between Little Italy and Chinatown, boasts a unique design and sense of community. Russell and Roberts built Two Hands as a beachy, bright atmosphere with a laid-back lifestyle advocating people to hang out and have a coffee without feeling any pressure. They are hoping to carry this laid-back atmosphere over to their full-service restaurant. “This will hopefully be the same, with just a few more people, and some more food and cocktails” Russell says.
Finally after a long anticipated wait, New Yorkers are getting their own Chick-fil-A. Famous for their crispy fried chicken burgers, Chick-fil-A is said to open at 37th and 6th Ave. The chain was said to open in NYC last year, but has officially released their date for October 3rd this year. While there is already a Chick-fil-A at NYU’s dining hall, it is exclusively accessible to university affiliates.
Amazon is already a major hub for vendors to sell their merchandise and for consumers to easily search for an array of products through one site. While buying electronics, and other material goods are what Amazon users associate the market for, Amazon has now launched deliver of groceries and prepared meals.
The majority of America’s restaurants have always been independently run. NPD Group’s last count indicated that non-chains accounted for 54 percent of U.S restaurants, but with the current trend with Restaurants chains, the majority won’t last but another year or two. Over the past year, NPD has recorded that the total number of restaurants in America shrunk by one percent despite the openings of thousands of chain restaurants like Chipotle, and Starbucks. This indicates the decrease in the number of businesses that are not chain affiliates.
The Butcher’s Daughter, on Kenmare Street, has been a trendy place for locals to grab healthy brunch and to spot celebrities since their opening in 2012. The Butcher’s Daughter’s success is due to their appeal towards the shift in the food industry to raw-kale, with their array of healthy menu and juices like their avocado toast, and egg sandwiches made with cashew cheese. Heather Tierney, the owner of The Butcher’s Daughter, is planning to expand the store to Los Angeles, California. She is also planning to open in the West Village on 581 Hudson Street.
paigepapers.com 