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




Food & Beverage


North America


survey response rate


of first-touch customers discover the brand on paid social

Key takeaways

  1. 01 The team seamlessly integrated Okendo Surveys into its operations.
  2. 02 Customer data from Surveys inform the brands’ product strategy and marketing messaging.


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.

“The integration of Okendo Surveys was seamless and we had great account support with our Customer Success Manager. We were one of the first to test out Surveys and are still using them today.”

Sarah Shoemaker

Brand & Product Marketing

Eastern Standard Provisions

Solution: A Survey Product that Makes it Easy for Customers to Provide Feedback

  • 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.
Gather actionable customer data with Okendo Surveys

“Micro-surveys are a great way to include the voice of the consumer without overburdening them. Making a product that meets their needs, one quick question at a time. It’s a win for both us and the customer.”

Sarah Shoemaker

Brand & Product Marketing

Eastern Standard Provisions

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