Let me help you boys out. This is not the first time DNAX has gone with "online" ordering. They used to do it and stopped it. It was probably due to the amount (or lack of) orders that came through the web site.
Personally I think they need to market the product. If I were them I would concentrate an advertising campaign in Central Florida. This used to be a stronghold of where you would see the products including the meat products they had that I LOVED!
Then after Central Florida was once again under control, HIT SOUTH FLORIDA! They never really were engaged to the huge Latin community much less the whole night life scene down there.
Instead they were more focused on the "can in the hand" strategy with the teenagers that were into the "X-Games" and surfing. They simply gave this stuff away in hopes these kids would remain loyal to DNAX and buy our brand.
The mighty advertising dollar was used on the skateboarding, surfer and motocross bmx athletes. This was there effort the encourage these kids to buy our brand. In the end, this strategy lost.
You then couple this idea with trying to expanding into more and more markets too quickly. This takes a large amount of capital. At the time, capital was the one thing they never really had. And I feel the big mistake came when they failed to realize that all of these moves paid no dividends. They refused to "slow their roll" and get back to what they did best. Which is to make a damn fine product and get it sold in the markets that were close to home.
There is still a good chance that this new CEO can right the ship. There are many really fine folks that work for the company. I've had many sit down conversations with management. It's just a case of getting back to what makes a business successful. A great product alone does not equate to success. Sales of that product is what will speak louder than anything else here.
All the rest of this banter is pure BS, imo.
Go DNAX!
Boca_Bobby
Mom said there would be days like this!
