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Growing Customer Accounts by Creating a Premium Chef-Connected Experience

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Engagement Synopsis

HUNGRY needs help elevating their customer experience from great tasting food to a true chef-connected experience. They need help researching, interviewing, and visualizing data related to key stakeholders like admins/office managers (buyers) and end-users (those who are eating the food). They're ultimately trying to create better customer loyalty and fanatics that are open to sharing their experience with others in their network. The ultimate goal is to help HUNGRY shift the business from a sales-driven, linear growth model to one with a more of an exponential growth profile. They want to leverage best practices from companies like Uber that provide premium offerings with higher margins alongside traditional offerings (like Uber Black), which can help them scale more quickly. Students who enroll in this course will:
  • Understand the nuances of a highly fragmented and saturated foodservice market.
  • Develop a better understanding of how high-growth businesses assess new offerings and product differentiation tactics
  • Be able to convert qualitative interviews into comprehensive data and insights for business leaders.
Prerequisites: This project is most suitable for MBA students that are interested in working on high-growth business challenges in the foodservice space. Experience around marketing, data visualization, and software products is a plus. PLEASE NOTE: Participants will be required to sign a non-disclosure project agreement regarding the handling of confidential information and intellectual property. Logistics: This Interterm Immersion will be based in Arlington, Virginia. Students will need to secure transportation and lodging on their own. Additional details on travel can be found under Travel Reimbursement Details at the front of this document.

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