Propose strategy for market entry and digital marketing of food delivery

Build a business model for chef-owners who seek to pay their employees fairly, offer them benefits such as health insurance and 401ks, and purchase foods raised sustainably.

Conduct comprehensive market research and develop a strategic business model for Jindo's AI-powered veterinary assistant and ultrasound product, focusing on competitive differentiation, go-to-market including pricing strategies and customer acquisition.

Determine the go-to-market strategy for a mobile app including the development of different distribution channels and strategic partnerships.

Develop a marketing and growth plan to improve the efficiency of the operation to meet future expansion goals.  

Single location full-service restaurants in the US are the 5th largest industry by employment and generate over $209 billion in revenue annually. Across the country, these operations are under threat of collapse because of the impact climate change is having on their day-to-day operations and supply chain. Because of extreme weather events that range from droughts and floods to rising temperatures and smoke-filled air, restaurants face increased closure, decreased foot traffic, and higher food costs.

The James Beard Foundation advocates for and designs programs that aim to make the independent restaurant industry more equitable, sustainable, and financially viable for all. In spring 2024, the Foundation launched its Climate Solutions for Restaurant Survival campaign, which unites chefs across the country to raise awareness, educate federal policy makers, and galvanize action to mitigate the impacts of climate change. The campaign is based on a report JBF published with the Global Food Institute at George Washington University that found that rising temperatures, extreme weather events, and shifts in agricultural patterns have all contributed to the rise in costs and operational challenges in recent years.

The Foundation seeks to collaborate with a team of Ross EMBAs to further examine the economic impact of climate change on restaurants and collect and analyze more data from chef-owners in a specific region of the country (to be determined together based on team interest/location, access to a critical mass of chef-owners, and marked climate change impact). Building a robust data-driven report on this economic impact is key to advocate for climate-smart solutions, both in legislation and operating practices. The final report and presentation should also include strategies for mitigating that economic impact.

The independent restaurant industry is notoriously low on resources that allows owners and operators to be more effective business owners. Even chefs who have owned restaurants for years lack financial literacy and the business understanding they need to control and cut costs. This proves particularly challenging for an industry where average profit margins over between three and five percent on a good year.

The James Beard Foundation advocates for, and designs programs that aim to make the independent restaurant industry more equitable, sustainable, and financially viable for all. The Foundation seeks to collaborate with a team of Ross EMBAs to research and catalog innovative industry business models for ‘full-service, casual, independently owned’ restaurants.

The team would analyze the strategy, effectiveness, scalability, and potential applications of these new models, with the goal of resulting in more profitable restaurants that also follow equitable and sustainable labor, sourcing, and operating practices. The team would develop frameworks for identifying and creating new business models for this category of restaurants.