BSB Inc.
-Nationally operated food-services company catering to organizations
-Target markets:
1.Corporate
2.Airlines
3.University/College
-Operating organizational food-services for the past 10 years
-Contracted to cater to 6,000 students and 3,000 faculty at the university
In response to the survey, Kershaw made the following changes:
Decided to expand the menu at the grill to include pizzas
-Installed a pizza oven
-Allocated space to store pizza ingredients and make pizzas
-Pizzas offered had limited topping options, so as to minimize lead time
Started delivery service that covered the entire campus
-Hired existing personnel to deliver pizzas by bicycle