The pandemic magnified Smoothie King’s need to remain focused on the health and wellness goals of its customers. Therefore, its marketing team and franchisees, remained committed to its “guest-focused initiatives,” such as new immunity-boosting smoothies.
It also collaborated with Under Armour to grow its reach during “the height of home workouts,” and donated more than $1 million in smoothies to those fighting on the front lines of the fight against COVID-19 “to show how our smoothies can serve a purpose in more ways than one.”
A major part of its strategy was to focus on the convenience of ordering online, the safety of its drive-thru capabilities, and to promote its Healthy Rewards loyalty app. As a result, its more than 400 drive thru locations saw a 26% year-over-year increase in July.
