Make Green Delicious A. Introduction/Statement of the problem:
The case examines the issues that Chef Jamie Kennedy is facing with his kitchen. He is confronted with increasing consumer demand and wants to continue implementing his core beliefs into his business. He also wants to open a farm restaurant within the year where he can produce his own products. Jamie has core beliefs that he wants to implement in his restaurant that revolve around serving sustainable, seasonal, local foods that come from supply chains that are managed fairly. Jamie is having trouble balancing his social advocacy with high end cuisine. B. Analysis:
Jamie’s restaurant is doing well in many different facets. Jamie’s gross margins are larger than traditional restaurants which displays the success he is having in his niche market. Customers also consistently wait longer for a seat in the wine room, which indicates that many customers are loyal to the restaurant. Jamie has also created many socially responsible organizations. Jamie is separating himself from his competitors by sourcing sustainable foods and cooking a seasonal menu. He also differentiates himself by providing knowledge to consumers about which foods are unsustainable and why (like endangered fish). He also strives to have educated employees who are capable of passing their knowledge onto the patrons of the restaurant (value based leadership) Jamie is trying to close the supply chain loop for his restaurants by growing some products himself. It is not yet proven whether the farm can support the growing demand. C. Alternatives:
Criteria: 1) Maintain socially responsible corporate image. 2) Sustainable supply chain 3) Fosters growth 1) Create farm (Closed loop supply chain)
If Jamie focused on creating a closed loop restaurant he would remove local suppliers from his supply chain and therefore not promote