The larger the firm gets, the more difficult it becomes to achieve large year-over-year (YoY) growth rates. The professors had been working on perfecting their formula for years, and the first Beyond Meat product launched in 2012 was their Chicken-Free Strips. last yearwhere it will: develop, produce and market snacks and beverages made from plant-based protein bringing together Beyond Meats innovation expertise with PepsiCos marketing and commercial capabilities. PepsiCo is known for its marketing prowess and just working with PepsiCo will expand Beyond Meats reach. This all ended with Beyond Meats new look. There are currently 7 million shares sold short, which equates to 9% of shares outstanding and just over one day to cover. Beyond Meat Inc. is revamping its retail sales strategy to center on five major grocers and hiring a new marketing executive as part of an effort to reinvigorate the plant-based food. What is Beyond Meats marketing strategy? Made from "soy powder, gluten-free flour, carrot fiber and other ingredients", they used a food extrusion machine to create a chicken-like texture. The first six months of 2020 have visibly transformed Beyond Meat's(BYND 5.83%) approach to marketing its plant-based, meat substitute products. Beyond Meat uses a robot to imitate the process of chewing. The Double Distribution Canal: A Major Strength. While I think a plethora of competitors have already developed a competing product, its plausible that a competitor could decide to buy Beyond Meat rather than continue building its own plant-based protein brand. Beyond Meat has earned a premium name thanks to its marketing strategies, but this premium is too much. Dont become so attached to a product that you arent willing to see when it no longer serves you. Its stock value gained 163% on the day of its stock introduction. Do you like this content? In fact, it has been shown that heart disease, cancer, and diabetes, three of the top ten causes of death, are linked to eating too much meat. (Photo by Smith Collection/Gado/Getty Images), BYND Operating Expense As Of Revenue Beyond Meat, BYND Current Valuation Implies Massive Revenue, BYND Implied Acquisition Prices For Value Neutral, BYND Implied Acquisition Prices For Value, See the math behind this reverse DCF scenario, directly correlated with creating shareholder value, The lack of competitive advantages that nearly all competitors possess, Doing the math: stock price implies huge increase in revenue/profits, Incogmeato by Morningstar Farms, owned by Kellogg Co. (K), Simply Plant-Based Meatless Burger, a SYSCO Corp. (SYY) exclusive product, Simple Truth plant-based meat, owned by The Kroger Co. (KR), Sweet Earth Brand, owned by Nestle (NSRGY), Happy Little Plants, owned by Hormel (HRL), Lightlife Foods, owned by Maple Leaf Foods, Shelf space large amounts of space, which can be very difficult to acquire, especially from firms like Kroger who directly control shelf space allocation, Marketing and advertising capacity existing businesses generate lots of cash flow that enables these firms to spend much more on marketing and advertising than Beyond Meat, Strong brand decades-long relationships with consumers across multiple brands that engender the trust that enables quicker adoption of newer products, Valuation implies massive improvement in profitability with sustained revenue growth rates, Domini Sustainable Solutions Fund (LIFEX) 3.4% allocation and unattractive rating. Evaluation of Options- Evaluating the options of Beyond Meat vs. regular meat. However, Kelloggs appears it is ready to launch Incogmeato and recently partnered with Postmates to deliver free Incogmeato samples to residents of Denver and Dallas. This pivot on management's part is undergirded by a continuing commitment to building out manufacturing and distribution capacity -- even in the middle of a pandemic, Beyond Meat more than tripled its capital expenditures in the second quarter against the prior year, to $26 million. And while their Chicken-Free Strips were sold at big-name stores like Whole Foods all across the US, they were later discontinued in 2019. Beyond Meat Has Completely Altered Its Go-to-Market Strategy Figure 9 compares the firms implied future NOPAT in this scenario to its historical NOPAT. However, the fundamentals reveal this stock is more style than substance. The main difference is that Impossible Foods takes its proteins from soy whereas Beyond Meat extracts it from peas. I would prefer Beyond Meat align executives interests with shareholders interests and link executive compensation with improving ROIC, which isdirectly correlated with creating shareholder value. The mission of the company is focused on plant-based meat alternatives, using pea and other plant protein isolates. Before the advent of the COVID-19 pandemic, Beyond Meat's "go-to-market" strategy -- its plan for marketing and promoting its brand, coupled with its framework for product distribution -- relied heavily on foodservice penetration. Apply. This is rather than Beyond Meat actually creating a meat brand that is real meat. We are providing energy for the body and we can pull it from a lot of different places. It represents what we feel is the first product that mainstream omnivores are willing to seek out and put at the center of their plate.. However, some investors have growing concerns about the companys ability to maintain these results. Considering these competitors are already supplying plant-based protein products, Beyond Meat faces an increasingly uphill battle to reach the size it needs to match the cost efficiencies of larger competitors like these two established firms. In this scenario, Beyond Meat grows revenue by 37% compounded annually (which results in NOPAT growing 42% compounded annually) for the next 12 years. These features also convince consumers that Beyond Meat burgers are not your average veggie burgers which were never popular with mainstream consumers. Looking ahead to 2021, consensus earnings estimates are a much higher $0.47/share. Beyond Meat and Impossible Foods have many common points. Baseball player David Wright was the first celebrity to sign a contract with the brand. Marketing News & Strategy Here's how KFC is marketing its updated Beyond Meat faux chicken in two markets Beyond Fried Chicken could go national if strong results are seen in Charlotte and. As in all markets, there are leaders. Even with that success, Brown continues to think big . Even more impressive is that Beyond Meat is, well, a food company (it develops plant-based meat products) and the sales for 2018 were only $87.9 million (and yes, the company has yet to post a . Does this make the stock expensive considering the recent volatility in the stock price? This is one of the biggest first-day pop-ups in recent history. Figure 7: Current Valuation Implies Drastic Profit Growth. Koshy has 29.5 million followers on TikTok and 17.5 million fans on YouTube. Weve tried to run straight at the question: is a plant-based meat sufficient for humans to be vital and robust,saysBrown. Opinions expressed by Forbes Contributors are their own. Dollar figures in millions. And by 2020, Beyond Meat had launched an e-commerce site that served as a direct-to-consumers portal, allowing customers to purchase their products individually. What kind of external factors/changes do you think may have inspired the birth of Beyond Meat? One of Beyond Meat's biggest and earliest investors was Tyson Foods, which had a 5 percent stake in 2016, later raised to 6.52 percent. Competitive Advantage- Because Beyond Meat was one of the first to actually create a meat patty from plant proteins, they were able to turn it into the now known Beyond Burger. A year later, Beyond Meat developed its first beef product made from plant proteins, which later morphed into its now-famous Beyond Burger in 2016. This is introducing the category and it was picked up by Burger King. Going forward, Beyond Meat will find it even more difficult to grow revenue and profits as competitors flood the market. The plant-based food market will grow bigger and bigger every year. With such high expectations, nearly any negative news could place Beyond Meats future earnings in doubt and cause shares to fall. Beyond Meats profitability ranks at the bottom of this peer group. Beyond Meat has been working with them since February 2019. Comprised of companies with strong revenue growth, healthy profits, lots of cash, and low risk, it has outperformed the broader market year after year, consistently. But beneath these numbers, the dynamics of Beyond Meat's business model have been radically altered by its response to the COVID-19 pandemic. The paper empirically shows that my firms data is superior to Operating Income After Depreciation and Income Before Special Items from Compustat, owned by S&P Global (SPGI). The redistribution of cash flow to its investors is a challenge. Success of any of Beyond Meats competitors could also further threaten future profit growth for Beyond Meat. Ads like this are created to convert the masses instead of targeting a niche market. Beyond Meat's marketing strategy is to convert carnivores into occasional vegans. The promises of Beyond Meats burgers: they produce 90% less greenhouse gas emissions and require 93% less land, 99% less water, and 46% less energy than a traditional beef patty. Beyond Meat positioned its products as similar to animal meat as they could. Dont be afraid to really study the competition and pay attention to all the little details that have made them successful. Insider Trading and Short Interest Indicate Market Skepticism. Learn how you can use Latana to improve your brand marketing and grow faster. Beyond Meat, therefore, accomplished something huge: its name is enough to make people reassured about the quality and taste. Plant based burgers are not new but Beyond Meat has been able to capture more of the mainstream market. With a market cap of over $9.6 billion, the stock now trades a little over 17x projected 2021 revenues, despite the fact that 2020 was the toughest year for the company due to the pandemic and it also missed analysts expectations for Q1 2021. This has come from the increased consumer-knowledge on healthy products, plant-based diets,. This wasn't a cheap decision -- Beyond Meat incurred a charge of nearly $6 million to repack and reroute this inventory in response to consumer demand. Why? When grocery stores resisted this in the beginning Beyond Meat declined to place its product in those stores and decided to wait until a grocery store embraced its vision. Beyond Meat Inc stock (NASDAQ: BYND), a leading-edge food company that produces meat directly from plants - an innovation that provides taste and texture of animal-based meat products along. But keep in mind to do this, youll need data on how consumers are responding to your competitors. This allows consumers to make their own informed decision. Therefore, restaurant owners tend to put the Beyond Meat logo on the menu when featuring their products. But just how do these brands fare when it comes to brand awareness and consideration. Performance goals for cash bonuses could be determined by achievement of GAAP or non-GAAP financial measures and may be adjusted by the compensation committee for any reason. Beyond Meat would rather investors focus onflawed non-GAAP metricssuch as adjusted EBITDA, which allow management to remove real costs of the business and to paint a rosier view of profits. Considering our revenue projections of roughly $1.1 billion and 6% margins, almost $66 million in net income is possible by 2023. It sounds crazy, we know but its one of the reasons Beyond Meat's plant-based burgers have been so widely successful: they emulate real meat right down to the irresistible juiciness. Beyond Meat, the company that is making eating plant-based protein mainstream continues to grow at a fast pace. Meditation apps have seen a boom in popularity over the past few years in the US but does their growth extend to Europe? Brands. With a sound marketing strategy, Beyond Meat may be able to make its product cool again. Competitors. In any case, I view recent moves as encouraging as Beyond makes moves to improve its footing to grow as a . Without having that partnership in the beginning Beyond Meat may have floundered for many years trying to build a customer base on its own. Is It Time to Buy? For example. Below are specifics on the adjustments I make based on Robo-Analyst findings in Beyond Meats 10-Q and 10-K: Income Statement: I made $33 million of adjustments, with a net effect of removing $21 million innon-operating income(5% of revenue). And this failure didnt break them for a few reasons most importantly, because they already had new products in the works. Plant based meats are not filled with dead animals which include bacteria growth and can contain other substances such as feces. There are countless advertisements with men barbequing burgers or hanging out with their friends as they bond over their favourite protein, read meat. Beyond Meat was the first company to sell plant-based burgers in grocery stores meat sections. Total revenue jumped by 69% against the prior-year quarter to $113.3 million. Many people do not know that eating meat is not only eating meat, but eating the history in which the meat came from. Beyond Meat ( NASDAQ: BYND) is streamlining its sales strategy, according to internal documents reviewed by the Wall Street Journal. We believe Beyond Meat Revenues have the potential to rise close to 2.7x from the level of $407 million in 2020 to $1.1 billion by 2023, representing a growth rate of roughly 40% per year (for context, the compounded annual growth rate was a very healthy at 164% between 2016 and 2019). As revenue slides, Beyond Meat CEO outlines strategy to improve This is, in fact, after BYND partnered with Starbucks, Yum Brands, and Sinodis. Furthermore, Don Lee alleged significant concerns about food safety protocols concerning the raw materials that Beyond Meat sent. Figure 6: Beyond Meats Adjusted EBITDA Misleads on Profitability, BYND Adjusted EBITDA Misleads On Profitability, Doing the Math: Valuation Implies Significant Disruption of the Entire Meat Industry. illustration, packages of Beyond Meat "The Beyond Burger" sit in a refrigerator, June 13, 2019 in the Brooklyn borough of New York City. The Impossible Foods start-up was founded in 2011 in California by Patrick O. It provided Beyond Meat with one of the best forms of advertising, credibility. Youre reading a free article with opinions that may differ from The Motley Fools Premium Investing Services. Buy These 2 Stocks in 2023 and Hold for the Next Decade, 2 Growth Stocks to Buy Before the Big Bull Rally, Join Over Half a Million Premium Members And Get More In-Depth Stock Guidance and Research, Copyright, Trademark and Patent Information. But how they handled it is what makes them a successful brand. Competition Will Eat Beyond Meat Alive - Forbes Word of . Beyond Meats successes have inspired the giants to create new categories. However, the poultry producer exited earlier this year . Despite less transparency, I know that Beyond Meats executive compensation plan consists of a cash bonus, option grants, and restricted share units (RSUs). If youre always innovating and looking towards the future, youll rarely be caught off guard. Sounds too good to be true, right? For reference, Beyond Meats TTM NOPAT margin is 2% and the TTM NOPAT margin of one of the largest food producers in the world, Tyson Foods, is 5%. In the second scenario, I use 61% growth (2020 consensus estimate) for all years to illustrate a best-case scenario where I assume Beyond Meat could grow revenue faster within the larger distribution network, resources, and customer base of Kraft Heinz. Opinions expressed by Forbes Contributors are their own. Beyond Meat Has Completely Altered Its Go-to-Market Strategy Furthermore, Beyond Meats current valuation implies it will generate sales equal to 29% of Tysons 2019 revenue a level that places it as thesixth largestmeat and poultry processor in the world in 2019. Per Figure 5, Beyond Meat saw significant improvement in profitability in 2018, but the improvement was short lived. + Follow. Beyond Meat Announces New Executive Leadership Appointments to In 2021 Beyond Meats revenue increased by14.2%to reach $464.7 million. The future is one where the meat case is going to be called the protein case and consumers will be able to buy plant-based and animal-based protein side by side,saidEthan Brown, founder and CEO of Beyond Meat.
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