The ThinkFoodGroup mission is to change the world through the power of food. Beefsteak is uniquely positioned to make good on that mission in Food Deserts--communities struggling to afford or even find healthy food options. This is because Beefsteak mainly serves healthful vegetables, and its base-level price point is competitive in the fast-casual space. The Beefsteak team would like to capitalize on a corporate social responsibility (CSR) campaign to improve nutrition for people in the local community. Could Beefsteak help an underserved community, where some of their own staff may live, to make healthier food decisions?
Doneff explains that any ThinkFoodGroup brand building campaign has an imperative to create a personal emotional connection that relates to
community engagement. Doneff’s goal in building the Beefsteak brand is to resonate with customers on the level of personal identification such that they feel part of a “tribe.” How does a company develop a fast-casual brand like Beefsteak that people want to identify with and espouse, allowing it to become embedded in the community?
Positioning the firm’s mission and vision to appeal to the culture and values of the millennial generation
Eduardo Sanabia, ThinkFoodGroup’s Chief People Officer, notes that millennials differ from older generations in the way they care about a business’s purpose and mission, and what impact they have on the world. The TFG mission is to change the world through the power of food. That means something different to each individual in the company. How can Eduardo utilize the TFG mission and strong culture to attract customers and, perhaps most importantly, retain employees to evangelize that mission and develop into the future leaders of the organization? How can TFG get millennials engaged to actively help contribute to the mission?