Our client is a housing constructor that wants to create a social center through food in housing developments. The core target of the project is defined by its high entrepreneurship of small ventures, creating a scenario of undiscovered talents merged with a substantial sense of community within the neighborhood.
Our client’s need was to position and develop an innovative pizza business model within the housing development. Given the strong sense of community of the inhabitants, the strategy needed to involve and showcase all the talents of the neighborhood to create an open space that stimulates the creation of small, local, and sustainable ventures.
Latin America has always been characterized by an informal, yet innovative way of doing business. The difficult access to formal entrepreneurship has forced families to create small businesses, most of the time run by mothers and household heads that informally prepare food on the streets as a source of income. Based on this context, our approach was to create a shared-value model where emerging ventures could have an opportunity to participate and co-create the menu of the restaurant.
Based on this shared-value model, we defined a strategy where pizza would be the main dish accompanied by a multiple offer created by independent ventures coming from local talents in the neighborhood.
For instance, the offer will contain the main pizza dish made by “Pizzería del barrio”, but the drinks will be made by “La Chalupa”, a small venture ran by the Contreras family, the Churros will be made by “El Compadre”, a small entrepreneurship created by José Perez and finally, the desserts will be made by “La Mexicana”, a traditional venture created by the mother of Lucía, currently ran by her daughter and her husband.
This open-innovation concept gives the opportunity to formalize those undiscovered talents and to share, test, and improve their ideas while increasing their income per month with a more established number of customers. The model will not only encourage the creation of new projects, but will also establish a honest and clear relationship with the community giving them the tools to empower themselves as active actors in the development of the district.