Publications
Publications
- October 2023
- HBS Case Collection
Foodology: Creating a Virtual Restaurant Group in Latin America
By: Rembrand M. Koning, Jorge Tamayo and Jenyfeer Martínez Buitrago
Abstract
In April 2020, Daniela Izquierdo (HBS, 2019) and Juan Guillermo Azuero (HBS, 2019), awaited the results of Harvard Business School’s Alumni New Venture Competition. Operating since September 2019, Foodology, a Colombian food-tech startup in the cloud kitchen segment, did not include dining areas, focusing solely on food preparation for delivery. Two months earlier, the co-founders had submitted their application to the competition, outlining their plans to transform Foodology into the go-to platform for scaling restaurant brands in Latin America by creating virtual restaurant brands and exclusively serving customers from cloud kitchens. The case explores the numerous challenges the startup must confront to demonstrate its ability to turn their business ideas into reality.
Keywords
Business Startups; Business Model; Entrepreneurship; Food and Beverage Industry; Latin America; South America; Colombia
Citation
Koning, Rembrand M., Jorge Tamayo, and Jenyfeer Martínez Buitrago. "Foodology: Creating a Virtual Restaurant Group in Latin America." Harvard Business School Case 724-392, October 2023.