The Georgetown Bagelry, which has been around since the early 1980s, is a staple of the Washington, DC, community. When you’re at Georgetown Bagelry, you’re in good company. Over the last three years, the Georgetown Bagelry and The Strategic Peacock have worked together to improve its revenue simply by making it easier for its customers to spread the love. In this session, you’ll learn how a small business made a big impact on its customers and in the community by developing processes (online and off) that enhanced the consumer experience, while streamlining costs.

1. What a Bagel Shop Can Teach Us
About the Community Experience
Marisa Peacock Mary Beall Adler
@gtownbagel #LavaCon2014

2. What a Bagel Shop Can Teach You About
the Community Experience
Marisa Peacock AND Mary Beall Adler
#LavaCon2014

3. What is the Georgetown
Bagelry?
Georgetown Bagelry has been baking
fine artisan bagels for the Washington
DC Metropolitan region since 1981 using
400-year old bagel baking traditions with
the freshest ingredients. Mary Beall
Adler, the owner of the Georgetown
Bagelry began learning the art of making
fine artisan bagels in 1985 when she
became a part of the Georgetown
Bagelry family. The Bagelry is widely
regarded as the best bagel bakery south
of New York City.
@gtownbagel
#LavaCon2014

4. Who is Mary Beall Adler?
Mary Beall Adler is a bagel baker,
entrepreneur, creativity coach, mother, wife,
and seeker of truth. Mary owns Georgetown
Bagelry, a retail and wholesale bakery in the
upscale Bethesda suburb of Washington, D.C.
Mary feels that baking, like music, dance,
and the arts, requires form, function,
consistency and aesthetics for her customers
to truly experience the tradition of artisan
bagel baking.
@marybealladler
#LavaCon2014

5. Who is Marisa Peacock?
Marisa Peacock is the owner and
chief strategist at The Strategic
Peacock, a social media consultancy
based in the Washington, D.C. area.
She works with small businesses,
non profit organizations and schools
to enhance their online presence by
creating and implementing online
strategies that appropriately target
the right audience with the right
information using the right media.
@marisacp51
#LavaCon2014

6. How a Small Business Makes
a Big Impact
Mary & Marisa began working
together in 2010.
In 2011, after building a solid
social media presence
implemented a strategy to grow
profits, streamline business
processes and strengthen the
customer experience.
In just 3 years, GTownBagel
increased online revenue by 140%
by optimizing community
engagement.
#LavaCon2014

7. Behind Georgetown Bagelry
!
2010
July: Online ordering added
Average online orders/month: 20*
2011
Average online orders/month: 40
Online sales: 3.6x previous year
2012
March: Online ordering vendor switch
Average online orders/month: 56
Online sales: 1.6x previous year
!
2013
Average online orders/month: 103
Online sales: 1.8x previous year
2014
Average online orders/month: 145
Online sales: 1.4x previous year**
*only 6 months of online ordering
**estimated based on currently
monthly trends
#LavaCon2014

8. People, Process and Profits
Our strategy looked at 3 distinct areas of the business
Social (People)
Environment (Process)
Economic (Profits)
#LavaCon2014

9. It’s All About the People
Our Goals:
Expand and enhance social media
presence to encourage online
ordering, promote sales, and
educate customers.
Improve mobile site experience.
Improve quality of in-store
experience.
Build and strengthen community
relationships.
#LavaCon2014

11. Device Statistics
Percentage of site users
100.00
75.00
50.00
25.00
0.00
Desktop Mobile Tablet
2010 2011 2012 2013 2014

12. The Growth of Online Orders
Online Sales in Dollars
4000
3000
2000
1000
0
160
120
80
40
0
Average Monthly Online Orders Average Monthly Online Sales
2010 2011 2012 2013 2014

13. Mobile Website Performance
Number of Views/Visits
1400
1050
700
350
0
page views site visits
Jan Feb Mar Apr May Jun Jul Aug Sep Oct

14. What We Learned About
Standing in Line
GTB is a small store. Lines form pretty easily.
Online ordering (via GoMobo) allows customers to order & pay
online so they can zoom to front of the line to pick up only.
While lines can slow us down, they are a community
experience. We learned that our customers LIKE standing in
line, especially on the weekends.
To help boost online ordering & keep the spirit of the line —
we encourage users to order online from line.

15. A Healthy Environment
Our Goals:
Streamline ordering, pick up
process
Foster healthy, safe and happy
work conditions
Improve reporting, trend
spotting & adjustments
#LavaCon2014

16. A Path to Wellness
#LavaCon2014
2010
All GTB staff becomes ServSafe
Food Protection Manager &
National Restaurant Certified
2011
GTB receives National
Certification as Women’s
Business Enterprise
2012
GTB voted Best Bagel
by Washington City
Paper
2013
GTB promotes walking culture:
Each team member goes on a
walk in the middle of day; After
completing 15 walks, earn a
massage!
2014
GTB deemed “do-gooder” because
of Mary Beall Adler’s charitable
giving and in-store discounts for
military and service members by the
Washington Post

18. The Bottom Line
Our Goals:
Maintain quality while cutting
costs
Maximize investments
Increase catering, whole sale
opportunities
#LavaCon2014

19. Spreading the Love
Georgetown Bagels can now
be found in 25 locations
around the DC area, including:
Season’s Culinary, Ritz
Carlton, Four Seasons, Qualia
Coffee, Politics & Prose…
Catering Expands —
especially for the holidays!
GTB donates locally; supports
causes big & small
#LavaCon2014

21. The World is Watching
In March 2014, Georgetown
Bagelry Makes Mashable’s List
of “32 Small Businesses Killing
it on Social”
GTB’s social media activity was
praised for its“relatable,
engaging and quirky posts”
#LavaCon2014

22. Best Practices
You’re only as good as your community
Engage & invest in your community — get involved!
Listen, watch and ask questions
Experiment & try new things — you’ll know when it’s
not working and when it is!
#LavaCon2014

23. Thanks!
Contact us:
!
mary@georgetownbagelry.com
marisa@strategicpeacock.com
!
Visit us:
www.georgetownbagelry.com
www.strategicpeacock.com