COMM 120: Business Immersion - Revolution Foods Case Analysis

This case study analyzes Revolution Foods (RevFoods), a company aiming to become a trusted brand for family food needs, focusing on their expansion into the CPG market and school lunch programs. The analysis examines the issues faced, including the launch of their Dynamos lunch bundles, cultural challenges like the use of cheddar cheese, and the re-entry into the CPG market. It explores alternative strategies, such as continuing both school lunches and CPG products, improving human capital and marketing, and expanding meal kit flavors. The study highlights the importance of customer satisfaction, risk assessment, and cost considerations in decision-making. Recommendations emphasize maintaining RevFood's original strategy, addressing cultural challenges, and leveraging the success of their meal business by offering healthy and natural products. The analysis also underscores the importance of packaging and brand building to support the company's mission to provide healthier food solutions for families and schools.

Running head: BUSINESS IMMERSION
Business Immersion
Name of the Student
Name of the University
Author’s Note

1BUSINESS IMMERSION
Table of Contents
Issues....................................................................................................................................2
Analysis...............................................................................................................................2
Recommendations................................................................................................................4

2BUSINESS IMMERSION
Issues
The given case is associated to Revolution Food (RevFoods) which has proposed to
launch a healthy snack product known as Dynamos known as Lunch Bundles. As per given study
the opportunity needs to be seen with developing the launch of the new product by focusing on
the lunch bundles for providing family meal kits for home dinners. The opportunities are further
depicted with co-founders building upon the success of the meal business by creating healthy and
natural kind of products. Richmond and Tobey, while pursuing their MBA were drawn to the
opportunity of creating and delivering of healthy meals within the U.S. schools. This was
particularly proposed in the neighborhoods with low income. Richmond shows his pleasure to
the people who were seen to be associated with similar vision, valued along with complementary
work style. In the early years Rev team was seen to visit 30 schools and conduct the interview
with the individuals who were not satisfied with the present offerings. As per the results of the
interview with the principals, parents and students it was found that they are not able to get
healthy food, which was a major concern. Some of the additional cultural challenges were further
depicted as per the use of cheddar cheese. The officials and students at the school did not prefer
the idea of eating cheddar cheese. The decision taken by RevFoods can be seen with
reintroducing the wraps which are culturally relevant products to gain popularity in the market.
Analysis
The re-entry of RevFoods in the CPG has been identified in terms of loan support from
the Whole Foods and connecting to the grocer’s consumers. As explained by Tobey the main
mentor at Whole Foods was seen with building a branded line of products for creating awareness
of the mission and the way these were brought into schools. The founders inferred that the

3BUSINESS IMMERSION
additional support for designing and executing the idea at an early stage. This was considered as
the main strength of the company.
The decision criteria’s will be based on the following factors:
1. Customer Satisfaction
2. Risk
3. Cost
Alternative 1: RevFoods continue pursuing both school lunches and CPG products
RevFoods should continue to pursue both school lunches and CPG products for
complementing the internal resources. The rationale for this needs to be depicted in terms of
providing 8000 meals per day to the students and staffs at school and extending the operations
beyond Oakland to Los Angeles by building culinary center. This has been also able to include
relevant food suppliers and delivery fleets. On 2010, the company was able to simultaneously
expand Denver and Washington operations with D.C. launch.
Alternative 2: RevFoods identifying the risk and making improvement in human capital,
media and promotion, plant and equipment
Some of the of the new areas of improvement such as human capital, media and
promotion, plant and equipment, information systems, research and development activities can
be considered as the significant opportunities of the analysis. The interpretation of these factors
can be inferred with the launch of Meal Kits. It was identified by DeZouza that after the launch
of Meal Kits, RevFoods focused heavily on moms. During the delivery of the products they
emphasized on product packaging and targeting the consumers. The overall business of the
company needs to be focused on improved appeal to the kids. Moreover, the company also

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underestimated the structure of the packaging which should have been suggested in a more
attractive option for the kids.
The risk of company in terms of loosing or diluting of the social mission can be
considered with ensuring that the products are free from artificial flavors, preservatives or colors.
However, the overall analysis shows that the company has faced major challenges pertaining to
packaging. This has been evident in terms of the various range of products which uses plastic
seal instead of using clear carton. This particular decision by the company can be inferred as
major weakness. There is increased risk of the company in terms of operational and financial
synergies. Due to this, sourcing is depicted as one key example of suppliers for meeting the
needs of the suppliers at the schools.
Alternative 3: RevFoods proceeding with the expansion plan for meal kit flavors
The interpretation of the case shows that the next steps of Rev Foods needs to be adopted
in terms of the launching various items as per smart decisions based on brand presence. The
long-term vision can be analyzed with putting a major focus on the requirements of families
along with school students for the lunch program. It is important for the company to emphasize
on providing food solutions in areas where there are more opportunities. This needs to be
implemented by making organizational changes. Some of the noteworthy initiatives can be seen
with continuing with the expansion plan of meal kit flavors along with launching new products
into new categories for supporting their mission. The main objectives should be focused with
creating more food values of all categories and bringing about a healthier solution to provide
something differentiated and meaningful for the kids. In addition to this, the focus should be also
put on building upon a brand which the family is based in US can trust as a healthy and
affordable option for meal.

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Recommendations
The value proposition for the project needs to be considered with maintaining the original
strategy thereby emphasizing on the expansion plans. It is important for RevFood to ensure
success of the meal business by using healthy and natural kind of products. In addition to this, it
should bear in mind the cultural challenges such as the use of cheddar cheese. The officials and
students at the school did not prefer the idea of eating cheddar cheese. Therefore, in future the
company should avoid any instance of such a conflict. Therefore, it needs to be mentioned that
that RevFoods should continue to pursue both school lunches and CPG products for
complementing the internal resources (Alternative 1). The rationale for this needs to be depicted
in terms of providing 8000 meals per day to the students and staffs at school and extending the
operations beyond Oakland to Los Angeles by building culinary center. It should also continue to
enhance the concept of Meal Kits and ensure they are packaging is maintained with the best
standards.