DOE Media Drives Pura Vida Miami’s East Coast Expansion — Enhancing Catering, Boosting App Installs, and Accelerating eCommerce Growth
Founded by Omer and Jennifer Horev in 2012, Pura Vida Miami has been a beacon of healthy living, celebrated for its delicious, nutritious, chef-driven dishes.
Committed to sustainability and wellness, Pura Vida built a passionate community in Miami and partnered with DOE Media to strategically expand their presence along the East Coast, amplifying their digital reach and driving substantial business growth.
The Challenges
Pura Vida came to DOE Media with a goal to expand beyond their Miami roots. The challenge was twofold: how to grow their presence outside Florida while maintaining their commitment to quality and lifestyle without sacrificing any of the traits that made them popular.
- Minimal Digital Marketing Experience: Despite running a successful business for over a decade, the founders of Pura Vida had little previous digital marketing experience. While they had built a strong reputation locally, they needed a broader, omnichannel strategy to support their ambitions of opening locations all along the East Coast.
- Underutilized Catering Potential: While Pura Vida had a catering service, it hadn’t blossomed into the revenue driver they were hoping for. They wanted to position themselves as more than just a healthy dining option—to scale, Pura Vida needed to become a lifestyle brand that could cater to corporate events, holiday parties, and more.
- Technical Integration Gaps: The brand had found success through food delivery services, but their tech infrastructure lacked key integrations for catering, loyalty programs, and eCommerce, limiting their growth potential.
- Misaligned Merchandise Focus: Initially, the business wanted to emphasize merchandise promotions and sales above other solutions. However, DOE advised them to refocus their efforts on their core strengths: smoothies, breakfast, and nutritious, organic food. Rather than pivoting to become a merchandise-driven brand.
The Solutions
After sitting with the founders and walking them through the possibilities for their business, DOE Media crafted a comprehensive strategy to expand Pura Vida’s reach, improve customer engagement, and elevate the brand as a lifestyle experience.
From Local Favorite to National Spotlight:
We revamped their local marketing efforts and introduced new strategies to expand brand awareness beyond Miami. This included new ad campaigns for online ordering, app installs, and catering. Our target audiences focused on key East Coast cities like New York and Boston, whose residents frequented Florida on their vacations.
But we didn’t stop there, we also targeted travelers from San Francisco and other major California cities who would be attracted to the lifestyle the brand embodies. By generating top-of-mind awareness for travelers before they ever stepped foot in Florida, we gave Pura Vida a leg up as a go-to destination for those visiting the Sunshine State.
Revamped and Amplified Catering Strategy:
Although initially hesitant, Pura Vida embraced our pitch to focus on catering as a new revenue stream. By launching Google Ads campaigns targeting corporate events, holiday parties, and more, we saw tremendous success. Particularly with new, non-branded catering sales. This expansion meant Pura Vida could now compete with prominent brands such as Publix and Whole Foods.
Wellness 2.0:
With catering growing into a prominent revenue stream, we made sure to push Pura Vida’s offerings on digital catering platforms as well as technology platforms that integrate with Toast, a set of cloud-based restaurant products and tools. This allows restaurants to operate their day-to-day sales and integrate with a rich ecosystem of compatible partner services.
Additionally, we revamped their Shopify store for merchandise sales, making it easier to manage and track orders.
App Install Campaigns:
The Results
As a result of DOE Media’s strategic interventions, Pura Vida saw remarkable gains and confirmed that healthy living can indeed go hand in hand with business expansion:
Surge of Catering Orders
A substantial increase in catering orders created a robust new revenue stream, positioning Pura Vida strongly in the competitive catering market.
Efficient Lead Generation for Staffing:
Generated high-quality leads at an impressively low cost per lead (CPL), supporting rapid expansion and staffing needs as new brick-and-mortar locations opened.
Widespread App Adoption:
Thousands of new app installs occurred within weeks, driving customer loyalty, streamlined ordering, and enhanced customer lifetime value with opportunities to highlight catering offerings.
High-Profile Publicity Boost:
An unexpected feature on a popular reality TV show delivered major visibility and reinforced brand credibility, significantly increasing earned media value.
These achievements underscore Pura Vida’s move from a locally treasured brand to a broader lifestyle force, largely thanks to DOE Media’s strategic focus on boosting catering, app engagement, and online ordering channels.
What's Next?
With DOE Media’s continued strategic support, Pura Vida is poised for further success:
Accelerated East Coast Expansion:
An unexpected feature on a popular reality TV show delivered major visibility and reinforced brand credibility, significantly increasing earned media value.
Sustainable
Growth Strategy:
DOE Media continues to support expansion goals, helping Pura Vida achieve their ambitious target of opening one new location per month.
Ongoing Tech and App Enhancements:
Leveraging digital tools and strategic campaigns to sustain momentum, customer engagement, and sales growth.
By integrating digital marketing excellence with strategic brand positioning, DOE Media continues to support Pura Vida’s journey from beloved local icon to a leading national wellness and lifestyle brand.
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