Case Study: How Tassili’s Raw Reality Cafe Increased its Revenue more than 300% in 3 Years

Picture of team member at Tassili's Raw Reality.

Enabling Exponential Growth Through Strategy and Digital Organization Design

Company Overview
Tassili's Raw Reality is a fast, casual restaurant located in Atlanta, Georgia, specializing in raw vegan cuisine inspired by Tassili's international palate. Tassili’s Raw Reality provides an unique variety of raw vegan entrees like spicy kale salad, kale wraps, and more. They cater to a wide variety of people from flexitarians, vegetarians, vegan transitional clients, to raw experts.

Executive Summary
Tassili’s Raw Reality, a raw vegan cafe located in Atlanta’s West End, was experiencing real growth pains in 2013. With no real organizational structure or systems in place to operate at an efficiency needed to create profit, owner, Tassili Maat, was considering if her business should continue. 

Ujamaa Solutions was able to implement a turnaround strategy for Tassili’s Raw Reality and design the organization to reduce cost, drive growth, raise capital, and greatly increase the organization’s chance of sustainability in the long-term.

Challenges

• No business strategy (no focus)
• Lack of formal management or organizational structure
• No systems to optimize its intellectual capital
• No modern technological infrastructure
• No control over finances (severe cash flow issues)

Solution
Tassili’s Raw Reality hired Ujamaa Solutions to implement its proprietary framework, the UjaMap. This gave the restaurant a strategic plan, business model, and marketing strategy to guide their business decisions and organizational structure enough to dominate its market. Ujamaa Solutions helped design and setup the IT, financial, HR, procurement, compliance, and marketing systems for the restaurant and provided ongoing consulting and support. 

Results

• Increased revenue by over 300%
• Increased annual sales to $1 million+
• Increased average cash balances by over 600%
• Raised over $262,000 in financing (using fintech innovations)
• Obtained 5 business loans, 100% of them repaid on or ahead of schedule
• Increased jobs by over 150%
• More efficient operations
• Clearer roles, responsibilities, accountability
• Owner moved from self-employed to business owner
• Earned over a 95% referral rating 
• Averaged 4.5 star online review rating
• Recognized as the leading raw vegan restaurant brand in the southeast United States
• Earned an estimated 2500% revenue return on digital marketing investment
• On track to sustainable profitability

​Learn more about Tassili's Raw Reality at www.tassilisraw.com