IB Woman
Issue No. 47 - June/ july
Boost believes in customer power
by Penelope Herbert
Frustrated consumers can be the most innovative business entrepreneurs, according to Boost Juice founder, Janine Allis.
It was her frustration at not being able to buy truly healthy fast foods for her children that led Janine to fill a gap in the market with what is now the largest and fastest growing juice and smoothie chain in the Southern Hemisphere.
“If you are looking at filling a gap in the market then look at what consumers are missing,” Janine says with her trademark enthusiasm, “and then figure out how to make a business out of it. It’s really as simple as asking yourself what you, as a consumer, want.”
Using Adelaide as a test market, the first Boost Juice was opened nine years ago after Janine completed extensive research worldwide. Her vision was to develop a different retail experience and unique business concept delivering an exceptional customer experience.
“Branding is holistic transcending the purely visual,”
she says. “Our name, logo and colours are really the last puzzle pieces in branding because we could be named anything; it’s the experience that builds the brand. A great brand offers a great feeling, the logo is immaterial.”
Janine makes the point that branding and the success of Boost Juice, now with 220 outlets in 12 countries and growing, is a strategic combination of staff, training, uniforms, customer focus, the cleanliness of outlets, a guarantee of quality and the ingredients of the products.
She says if the reputation is excellent and customer experience exceptional, a brand will grow; which is why she is confident of her ultimate vision which is to have Boost Juice be the ‘world’s most loved and favourite brand’.
In building an exceptional brand, Janine and her business partner, husband Jeff Allis, had a very narrow market segmentation in mind: 18 to 35-year-old women.
As the brand has grown the market has broadened. "Originally we knew our target marke...
