COMPANY GOALS
Each department has their own individual goals. Curious about yours? Ask your lead! ☺
2024 STRATEGIC PRIORITIES
#1 – AMPLIFY OUR STORY TO FOSTER GENUINE BRAND CONNECTION
Opportunity:
Consumers want genuine, meaningful connections with the brands they buy from.
Consumers are more apt to support a brand based on sustainability efforts.
Consumers increasingly use social signals (i.e. reviews, social media) to make decisions
#2 – APPLY CORE VALUES TO DEEPEN AND ENHANCE EXPERIENCES
Opportunity:
Consumers are seeking experiences
Experience & great service beats low prices in the battle for brand loyalty
#3 – INCREASE BRAND AWARENESS & PRESENCE IN LOCAL & REGIONAL MARKETS
Opportunity: Large local & regional markets
#4 – BUILD BUSINESS RESILIENCE FOR STABILITY & LONGEVITY
Threat: Potential Recession Mitigation
2023 Goals
#1: IMPROVE EFFICIENCIES
Metric = 2/3rd’s of All Department Efficiency Goals Achieved
Production equipment & processes
Logistics equipment & processes
Formality across taprooms so processes align
How we purchase things to reduce costs & waste
How we handle and reduce our waste
Potential Six Sigma workshops/events
#2: MAKE PURE A HOUSEHOLD NAME
Metric = 8,000 BBL Packaged
Increase beer quality & win awards
Increase permanent handles/placements w/ wholesale partners
Improve event quality & impact, onsite & offsite
More engagement within the local community
Focus on core brands
Wholesale local market “saturation” & out-of-market “expansion.”
#3: LOVE YOUR JOB
Metrics = Improve Employee Satisfaction Survey + 4th Year Best Place to Work in San Diego
Improved morale, culture, & communication
Onsite & offsite staff education & training events
More cross-department collisions
Work-life balance (take time off!), seminars on health & wellness
Improved team member safety
Increase scores for the Employee Satisfaction Survey
2023 Results
#1: IMPROVE EFFICIENCIES
MEtric: Over 2/3rd’s of Department Efficiency Goals Achieved!
Notable Achievements:
FOH moved to FSC Certified paper products.
FOH moved to more Eco Friendly chemicals.
FOH saw increased sales and guests at both Carlsbad and Vista locations.
EDU streamlined the draft cleaning process & set standards across all taprooms.
Logistics streamlined ordering of all beer across all taprooms.
Accounting improved our P&L’s allowing us a true look at profitability.
Sustainability moved packaging to 100% recycled cardboard.
Sustainability qualified & completed all of our certifications.
Production increased packaging efficiency from 79% to 84.4%
year over year.
That means they packaged 18% more beer, but only brewed 10% more!
#2: MAKE PURE A HOUSEHOLD NAME
Metric = 8,000 BBL, Packaged > 7,180 BBL of Beer, was packaged in 2023.
Notable Achievements:
FOH added table toppers & displays to help increase promotion of our Core line-up.
Events hosted our first Wedding ceremonies & receptions, more booked in 2024!
Marketing launched new Core Beer packaging materials to place Pure Project branding front & center.
Over 1500 posts and more than 3700 stories on social media!
Marketing built out a release calendar and sales material to support Wholesale growth.
Marketing launched 1% For The Planet Ads - Digital & Billboards
Marketing achieved their Instagram growth goal, now at 68k followers.
Wholesale grew by 84% in 2023 to 3,510 BBL distributed.
Wholesale increased permanent placements throughout SD & OC.
Wholesale expanded its serviceable footprint through the entire state of California without signing with a distributor.
Wholesale continued to see growth in Arizona as well.
Over 950 new customers made a purchase on our website last year.
Taproom staff successfully serviced over 235,686 checks!
Assuming an average of 2 people per check would mean
roughly 471,373 customers in 2023!
#3: LOVE YOUR JOB
4th Year Best Place to Work in San Diego
Saw a slight decrease in Employee Satisfaction → 4.16
Improvements in Guidance, Resources & Benefits.
Decreases in Open to Change, Feedback, Transparency & Growth
Notable Achievements:
FOH maintained or improved Yelp/Google Reviews across ALL 5 taprooms.
EDU hosted a staff only education class on NZ Hops.
Production was able to participate in beer/ingredient education classes.
Production has almost completed the Type 2 Wine Licensing process.
EDU routinely provided updates on releases, ingredients & high-level topics.
HR increased suggestion box submissions by 50% from 2022.
Team members used 127.5 hours of Volunteer Paid Time Off.
Team members used 5,870 hours of Flex Paid Time Off.