ORLANDO – June 13, 2003 – If you heard it once, you heard it 100 times. “What’s Your Smoothie?” The new campaign, a long-awaited systemwide marketing push, was just one sign that “The Attitude Is Back” at Planet Smoothie. So were some familiar and highly respected faces who returned to the management of the brand known for serving the best smoothie on the planet.

Approximately 80 franchisees, almost x percentage of the Planet Smoothie franchise community, gathered in Orlando to hear from an old friend in Phil Coleman, president of Planet Smoothie, kick off the two-day conference with a “State of the Planet.”

“We believe our keys to success can be found in smart real estate decisions, a talented and resourceful marketing team delivering short- and long-term strategies, and shrewd cost controls/savings,” explained Coleman. “We are optimistic about our future based on the response we are getting from new and existing franchisees; it’s supports our growth plans for the brand.”
With 130 Planet Smoothies opened today, Planet Smoothie anticipates a potential system of 500 stores, with 250 distributed throughout the Southeast, 100 in the Midwest and Northeast and 150 in the Southwest and West. In 2003 alone, they have sold 25 franchises to date, exceeding 2002 by 20 percent with a half year remaining.
Planet Smoothie has put in place a new real estate system featuring an established broker network that has already begun to leverage relationships with its affiliated brands – Moe’s Southwest Grill, Mama Fu’s Noodle House and PJ’s Coffee, all of which are following aggressive growth plans.

Coleman’s counterpart, Chris Morocco, another familiar face from the Planet whose championed with driving franchisee sales and overall brand marketing, introduced his dynamic new marketing team. With some of the original brand architects known as “The Voice of the Planet,” Bryan Garner and “The Face of the Planet,” Paul Burton, coupled with email and direct expert Steve Emory and new addition, Dean Trevelino/Keller on the integrated marketing and PR side, Planet Smoothie is poised to launch some aggressive and dynamic campaigns.
“Our first campaign is built around what we believe will be a long-term platform, titled “What’s Your Smoothie?,” explained Chris Morocco, EVP, Sales and Marketing. “Our intention is to educate the consumer on the relationship that exists between our products and their lifestyle; what we call occasion-based marketing. We believe there’s a Smoothie for virtually every lifestyle occasion or even mood.”

Franchisees responded enthusiastically at prototype marketing vehicles such as the “What’s Your Smoothie” Wheel which will serve as a vehicle to educate consumers and employees as well as provide some level of in-store entertainment. Beyond the systemwide campaigns, franchisees were exposed to an aggressive guerilla marketing approach, including the 60-Minute Battle Plan, IFX Online Intranet and the business consultants.
The two-day session culminated with the return of co-founder and visionary Martin Sprock who joined co-founder Robert Brand for some inspirational words to a rejuvenated franchisee crowd.

“It’s great to be back with a brand we always knew had tremendous potential to be the best in the category, said Sprock. “You have a great hands-on management team and some strong external resources to make this brand and your franchises everything you envisioned they could be.”

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