Case | HBS Case Collection | February 2016

Scaling Well by Doing Good: Motivating Talent at b.good

by Francesca Gino, Paul Green Jr. and Bradley Staats


Boston-based fast-casual chain b.good was founded on the idea of healthy food, sourced locally, and prepared in-store. The founders had built a value-based business and worked hard to cultivate a sense of family—among employees, customers, and suppliers. In 2015, they had entered a period of substantial growth, with the company doubling in size over the past 12 months, and planned to double again over the coming 12 months. The management felt this purpose and sense of family had served them well, but were worried that growth would water down these key ingredients to their success. As they enter 2016, they are particularly focused on ensuring that they get the "people" systems right.

Keywords: motivation; values; corporate culture; growth strategy; Motivation and Incentives; Values and Beliefs; Growth Management; Organizational Culture; Growth and Development Strategy; Service Industry; Food and Beverage Industry; New England;


Gino, Francesca, Paul Green Jr., and Bradley Staats. "Scaling Well by Doing Good: Motivating Talent at b.good." Harvard Business School Case 916-031, February 2016.