JORDBÆRPIKENE:
Cake Away
during the lockdown
JORDBÆRPIKENE:
Cake Away
during the lockdown
- Cases
- Jordbærpikene: Cake Away and advice during the pandemic
Jordbærpikene is the café chain with homemade food, coffee and cake in shopping centres from Tromsø to Kristiansand. During the pandemic they asked Maverix for strategic advice on adapting to the lockdown. The answer became the take-away concept Cake Away, and since then Maverix has made campaigns and film productions for the chain and advised the owner company Bitastad.
Who is Jordbærpikene?
Jordbærpikene was established in 2003 by Lars Lian and Svein Roger Torgersen, and all the cafés are run by franchisees today. The chain had 44 cafés in 2024, according to Liquid Barcodes, and is located in shopping centres across the country. The concept is a pleasant meeting place where guests can enjoy homemade food, or coffee and cake with someone they like spending time with.
A chain with loyal guests
Jordbærpikene has its own loyalty programme, Jordbærvenn, with an app and digital stamps. Every fifth coffee is free, guests with a birthday get a slice of cake, and those who spend more than NOK 1,000 in 90 days become “Bestevenn” (Best Friend) members with their own coupons and invitations, according to Liquid Barcodes.
The challenge: lockdown in the restaurant industry
The pandemic gave the restaurant industry completely new conditions. Jordbærpikene contacted Maverix to get strategic advice on how the chain should adapt to the lockdown, with cafés in shopping centres across the country and franchisees running each individual café.
Established in 2003
44 cafés in 2024
From Tromsø to Kristiansand
Run by franchisees
Strategic advice and Cake Away
Maverix gave Jordbærpikene strategic advice on how the chain could adapt to the lockdown. One of the results was Cake Away, a take-away concept. Cake Away is one of many examples of creative outputs from the strategy.
Campaigns and film productions
Maverix has made campaigns and film productions for Jordbærpikene. The campaign material includes posters for dishes such as oven-baked lasagne, burger and apple cake, the offer of 2 for 1 on a cup of coffee, and frozen yogurt.
The owner company Bitastad
Jordbærpikene is owned by Bitastad, a company from the Trøndelag region that owns and develops restaurant concepts. Bitastad owns BigBite and Sabrura in addition to Jordbærpikene, and describes itself as “Norway’s coolest greenhouse for restaurant concepts”. When Bitastad took over the chain, it consisted of 31 cafés that had turned over NOK 260 million the year before, according to iLaks.
Maverix is communications adviser to the owner company Bitastad.
Sources: Liquid Barcodes on Jordbærvenn, Norwegian Competition Authority on the ownership (in Norwegian) and iLaks on the takeover (in Norwegian).
Questions and answers about Jordbærpikene
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What has Maverix done for Jordbærpikene?
Who owns Jordbærpikene?
What is Jordbærpikene?
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