Tuesday, September 28, 2010
More Pinkberry Coverage, Meet the VP of Brand Manager
Fro-yo girl here. I recently had the chance to chat about fro-yo with Suzanne Ginestro, VP of Brand Management at Pinkberry. Suzanne previously was the head of Brand Marketing at Red Bull and held various roles at Dreyer's Grand Ice Cream.
What's it like managing the Pinkberry brand? It's a dream job for Suzanne, who loves fro-yo (and her kids do as well). She had the experience of managing a lifestyle, image-oriented brand at Red Bull and knew the ice cream category well. Pinkberry allows her to draw from her previous brand management experiences.
What can we expect from Pinkberry in the future? They're always working on the next fro-yo flavor and new toppings, as well as ways to create a "unique, distinctive consumer experience." However, they won't come up with too many flavors at once because they want to be more thoughtful about their approach and ensure they put out the best, highest quality flavors possible. She calls it "thoughtful innovation." For example, when they introduce a new flavor, they've also given thought to the toppings that would go well with that new flavor. They consider taste and texture.
When it comes to customer service, they emphasize humility and connecting with customers. They want to make sure that customers "get what they're looking for." For example, if someone doesn't like their fro-yo, Pinkberry is happy to reswirl. The unlimited toppings policy encourages people to try new toppings, even if they just want a little of that topping.
What's your favorite cup of fro-yo? Her tastes are seasonal and she makes her creations sound amazing. For summer, it's watermelon fro-yo with watermelon puree, fresh watermelon cubes, raspberries and bing cherries. For fall, it's coconut fro-yo with all-natural honey almond granola, fresh mango and blueberries.
You know you love me. X0 X0, fro-yo girl.