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In our recent conversation with Alessandro Biggi, founder of Avo, we explored the strategies that have propelled Avo's consistent growth and customer loyalty since its inception in 2017. From staying closely attuned to customer demand to leveraging data for better decisions, here are the top takeaways for fast-casual brands navigating the New York City market.
Avo's journey began in an unconventional way: as an Instagram account used to test the market. Alessandro shared, “We started as an Instagram account in 2016, just to see if there was any interest for an avocado-based concept... and we built a community of 10,000 people.” This early validation gave Avo the confidence to open its first physical location and inspired the creation of its avocado based menu.
As the brand grew, they continued to look to consumer demand to fuel their strategy. This led them to rebrand and revamp their initial “avocado bar” concept in 2020. Alessandro identified Avo’s most popular items: bowls and salads. They restructured their menu around these preferences, evolving Avo from a viral, once in a while concept to a dependable, every week favorite.
After rebranding, they kept a close eye on consumer preferences in the bowl space and saw that a desire for larger protein portions was clearly bubbling up in the market. With a commitment to value, Avo conducted a unique test by offering both regular and large protein scoops at no extra cost. This test confirmed the market signal, with Alessandro noting, “We saw 60% of customers choosing the larger scoop,” validating the decision to offer larger portions as a value add. Keeping tabs on customer demand is simple, but not easy. New food trends and ordering preferences are constantly popping up, but evolving with their consumers has consistently kept Avo ahead.
While following consumer trends can put you on the right track, not every trend is right for every brand. Making sure that every change and experiment is validated by data is just as critical as keeping up with the next big thing. Alessandro emphasized how important it is to back up intuition with numbers: “We didn’t just pivot our concept to be bowl-focused because of the market, we saw in our customer data that our bowls were what our customers liked best. We used Bikky to track what products people keep coming back… bowls and salads were our clear winners.”
Customer surveys are another key tool that Avo uses to validate new ideas. When they rebranded and adjusted the menu, Avo surveyed guests to understand their opinions, using Bikky to create segments of their top guests to reach out for feedback. Alessandro explained, “For us, it starts with patterns we see in the numbers—then we double-check through surveys to confirm.” This data-centric approach has given Avo the clarity to pivot successfully, ensuring changes to their brand or menu are resonating with guests.
As a smaller, more agile brand, Avo has the advantage of experimenting quickly and often, something that is too operationally complex for larger competitors. Alessandro embraces this "underdog" identity, which allows Avo to be highly responsive to changing customer preferences without the typical operational constraints of bigger chains. “Being small means we can change our menu every two months, introduce new items, or test specials just for a short time,” Alessandro shared. This nimbleness enables Avo to regularly refresh its offerings without significant overhead.
This approach isn’t just about what’s on the menu—it’s also about Avo’s willingness to take bold, customer-centered risks. For example, Alessandro explained, “We increased the size of our bowls, started only using avocado oil, and even added premium protein options without raising prices.” By staying lean and customer-focused, Avo can take a creative approach to its menu, evolving quickly and continually offering guests something fresh without sacrificing margins.
Avo has fully embraced third-party delivery platforms, a move Alessandro acknowledged is necessary despite the lower margins. “You can’t beat them, so embrace it,” he said, noting that platforms like Grubhub provide direct conversion opportunities for diners already looking to order food. In a dense market like New York City this has been especially successful, helping Avo expand its reach and increase order volume.
Corporate partnerships and catering have also become pivotal, especially with the return to office culture in New York. Alessandro revealed that Avo’s catering sales have tripled in two years, and they’re even implementing an outpost system, which he called Avo Tree. “We install a shelf inside the office, and we deliver directly there,” he shared, describing how this has created convenient, high-value relationships with corporate clients that plays on the incentives many companies are offering as they urge employees to return to office.
Alessandro stressed that in New York, cracking into a customer’s “weekly rotation” of fast-casual options is critical. “Breaking into someone’s weekly rotation is extremely hard, but it’s essential,” he said, recognizing that with so many dining options, the goal isn’t daily loyalty but consistent, habitual visits. To encourage this, Avo employs aggressive early incentives, offering new customers $7 off their first order, followed by $3 off on subsequent orders, and additional loyalty points. While Avo is spending around $20 early on to acquire a loyal guest, it’s well worth the investment to build a strong repeat guest base.
Avo’s real estate strategy also plays into this effort. Rather than avoiding locations nearby competitors, Avo often chooses to intentionally be close to them. “Being next to competitors in New York isn’t an issue; it’s desirable,” Alessandro pointed out, adding that this proximity lets customers view Avo as a convenient, high-quality option within a broader fast-casual district.
Avo’s journey shows that with a sharp focus on customer demand, a rigorous approach to testing new ideas, and the right data to guide decisions, even a small brand can make a big impact. By remaining nimble in an ever-evolving environment, Avo has crafted a unique playbook for fast-casual success in NYC’s hyper-competitive market. With value, quality, and creativity at the forefront, Avo has earned a place in the weekly routines of its loyal customers.
The customer data platform built exclusively for multi-unit restaurants.