"Never be afraid to ask questions" with Abby Taylor
/Abby Taylor is Co-Founder and CMO of Playa Bowls, New Jersey’s original superfruit bowl franchise. Avid surfers, Abby and Playa Bowls co-founder Rob Giuliani conceptualized the company while exploring surf breaks around the world, where they noticed that versions of superfruit acai and pitaya bowls feature prominently in the surfer diet. Inspired by the unique flavors and driven by their desire to share the delicious healthy discovery with family and friends, Abby and Rob brought their own twist on bowls back to the Jersey Shore, setting up the first Playa Bowls location - a single umbrella stand on the boardwalk. A fine artist by training with a BFA from Salisbury University, Abby also oversees the creative identity of the Playa Bowls brand from the design of each of the 85+ franchise locations, to the menus. In 2019, Abby was named to Forbes 30 Under 30 list and received the prestigious Ernst & Young Entrepreneur of the Year Regional Award for Innovation.
When she’s not at Playa Bowls, Abby is surfing Playa Maria in Rincon, Puerto Rico, or the waves in her hometown of Bradley Beach, New Jersey.
Can you tell our readers about your background?
Since I can remember, I’ve always felt at home at the beach. I’ve been surfing since I was a little kid, and was a very creative child. When it came time for me to choose a college I didn't take it too seriously. I decided to go to Salisbury in Maryland, mainly because I could surf in Ocean City all year long. In the beginning, I felt like it really was a waste of time and I struggled to pass my general education classes. I felt like I should be out living my life but was trapped. As soon as it got to my major (Graphic Design) and the creative portion of my college experience I really began to excel. It was like something just clicked.
What inspired you to start your business?
After graduating, I was fortunate to be able to travel to surf some of the tropical locations I had always dreamed of. In order to do so, I was bartending all summer, saving my money, and traveling all winter. I have surfed in Hawaii, Puerto Rico, California, Nicaragua, Costa Rica, and Panama. I loved living a life that way and didn't really know exactly what to do with my life. During my travels, I noticed that each different country had its version of an Acai bowl and got hooked. When I got back to the states, I would try and recreate them for my friends and family. I needed to share what I’d learned about their unique flavors and health benefits with everyone I knew!
Where is your business based?
Belmar NJ is where our Flagship store is. We have 95+ locations in the Continental US and Puerto Rico.
How did you start your business? What were the first steps you took?
I wanted to bring Acai and surfing together at the Jersey Shore. I was sick of eating boardwalk pizza and heavy food at lunchtime and then heading back to the beach to surf. There was a need for something healthy and delicious and Playa Bowls filled that need. My co-founder Rob and I set up a totally illegal small cart operation on the side of the road in Belmar NJ, with an old patio table, a refrigeration unit, an umbrella, and a power cord running from a neighboring Pizza restaurant. We walked up and down the beach and told the story of Acai to everyone who would listen. One day we looked up and realized there were twenty people in line at our little stand. We knew people loved the product and it was a great way to test the market before moving to our first permanent location in Belmar.
What has been the most effective way of raising awareness for your business?
Social Media has been the most effective tool for us. Specifically, on Instagram, we’ve been able to authentically communicate who we are, and have found a dedicated, engaged group of people who have responded positively to that. It’s been a driver for both sales and marketing, especially when we’re introducing stores in new markets.
What have been your biggest challenges and how did you overcome them?
In the immediate, navigating coronavirus has definitely been a challenge. We have stores in several different states and have had to work with them to ensure they are in adherence to each of their local government’s rules and regulations. We’ve also been working with our franchisees on navigating the requirements for the various loan and grant programs available to them. In terms of overcoming these challenges, I think communication has been key. Our core leadership team is in touch all day long, and we’re in regular contact with our franchise partners. Everything changes so quickly these days, that being adaptable is the best way to survive. Though Playa Bowls has become a gathering place in each of the communities where we have stores, we shifted our business model temporarily to take-out and delivery, working closely with third-party apps, and adding menu items like our DIY family bowl kit that would make for a better Playa Bowls experience at home. It’s working, but that being said, we’re very much looking forward to seeing the smiling faces of our customers when dine-in service resumes in all of our stores.
How do you stay focused?
I focus on my team. It’s always crazy and humbling to think of how many people rely on Playa Bowls to provide for themselves and their families. When things get crazy, I remind myself that we need to succeed, for them. I love seeing employees start at line-level and move up to shift leaders, store managers, and even upper management positions. I feel like I have a duty every day to keep Playa Bowls fun and exciting, and to keep everyone in #Pineappleland from our employees to our customers happy. That keeps me focused.
How do you differentiate your business from the competition?
Our brand speaks for itself. We’ve created something so special because it’s authentic and our brand is a direct reflection of us as people, and our passions. This is the lifestyle I grew up in and it wasn’t easy to bring that vibe into the stores. We started as a stand and this is the true “American Dream” story. People can relate to that. There’s lots of competition out there, but their narrative isn’t as strong, so people aren’t drawn in the way they are with Playa Bowls. We knew we’d made it when people would go to other acai stands and ask for a “Playa Bowl.”
What has been your most effective marketing strategy to grow your business?
We started the company in the early stages of Instagram, and that’s really catapulted our success. Our bowls and products are bright and colorful and coupled with our Instagram-worthy store designs, we’ve created an environment that markets itself. Our followers are engaged; we get tagged organically in at least 50 pictures a day, each selling our brand to their followers by default. We’ve used that platform to our advantage and continue to build our business with it.
What's your best piece of advice for aspiring and new entrepreneurs?
Never be afraid to ask questions. Sometimes I am in meetings and everyone is throwing around three-letter terms and phrases and I have no clue what they are talking about. I have no problem saying "hold on, what does that mean?" Allowing myself to learn and grow on a regular basis has made me so much more well rounded and knowledgeable. Surround yourself with smart people and utilize their strengths and never stop learning.
What's your favorite app, blog, and book? Why?
My favorite app is definitely Instagram. I’m an artist and have been super creative, so being able to follow people who express themselves in unique ways visually is perfect for me. It’s also a great tool to keep an eye on our competition and see how messages other brands are putting out there are resonating publicly. Some of our best marketing ideas are inspired by interactions with our followers. When you can have a direct conversation with your customer, it’s so much easier to understand what they really want.
What's your favorite business tool or resource? Why?
We use a program called Canva. It’s become an important tool for use on the corporate and franchise level. It can design in-store signage, flyers, and social media posts all in one space, and allow us to share those digital assets internally with our franchisees and store managers. It allows them to design assets independently, but have someone from the brand side monitoring them to ensure everything is consistent. It really allows our brand to have a professional, consistent look and feel despite the fact that 95 different locations are creating their own tools.
Who is your business role model? Why?
Sophia Amoruso. I got hooked once I read her book GirlBoss and just really resonated with her story and her attitude. It was like she was speaking to young female founders like me.
How do you balance work and life?
You have to take time out for yourself. It’s so important for your health mentally and physically to take a step back and focus on yourself. In the beginning, I had a very hard time doing that, but as we built our team and our infrastructure, it became easier because everyone was so good at their jobs, that I knew if I stepped out to go for a surf or take a break, I could trust that what was going on back at the office was still on track. I have a lot of trust in my team, and for good reason.
What’s your favorite way to decompress?
I’m a workout addict. I do CrossFit 6x a week, and love to run and surf. It allows me to check out, and just let my mind wander without being stressed about work. I also love listening to true crime podcasts and going for a nice long run.
What do you have planned for the next six months?
Expansion beyond New Jersey is a continued focus for us. We’ve really dominated the fast-casual healthy market here with 51 stores in New Jersey alone. We’re also going to continue our expansion out west.
How can our readers connect with you?
They can follow me personally @atay732, or our Playa Bowls page @playabowls.