How Eastern Standard Provisions Informs its Product and Marketing Strategies based on Customer Data

Eastern Standard Provisions uses the highest quality ingredients to deliver expertly crafted, one-of-a-kind Artisanal Soft Pretzels, Liège Belgian Waffles, and toppings to the praise of over 40,000 5-star reviews. Available at esprovisions.com and select retailers.

• The team at Eastern Standard Provisions was looking for a way to get to know their customers on a deeper level.
• Eastern Standard Provisions sought tools for real-time, in-the-moment research to guide customer-centric product development initiatives.

• Okendo helps Eastern Standard Provisions understand where to focus their marketing spend. By using the marketing attribution survey to ask customers, “How Did You Hear About Us?”, the team learned that 38% of first-touch customers come from paid social.
• Understanding the hierarchy of consumer needs is a lot less complicated with in-the-moment feedback. By asking their customers after a purchase, “What’s the most compelling claim?” the team was able to quickly and confidently learn that “Highest Quality Ingredients” is a driving force in messaging.
• With Okendo Surveys, customers were able to help drive forward future waffle and current favorite pretzel salt flavors. That’s why you find Classic Pretzel Salt alongside Three Cheese Pretzel Salt in their retail boxes. And, should the brand move forward with a new flavor, customers let them know Salted Caramel sounds better than Dulce de Leche. Example below.

• 10% survey response rate across 29 different surveys.
• The brand found that 38% of first-touch customers come from paid social.