Assess Existing Strategy for Growth - Takeout Central

Introduction

Tarheel Takeout started serving UNC students in Chapel Hill back in 1996. They expanded to the surrounding Triangle area as Raleigh Takeout and Durham Takeout, later rebranding as Takeout Central. In the past 10 years they have continued to grow. You can now find their Delivery Heroes across North Carolina from the Battleship to the Biltmore House.

They see venture-backed Silicon Valley companies turning delivery into a commodity while they race to lose billions of dollars chasing new customers. As they turn 25, Takeout Central remains true to what got them here: meaningful partnerships with locally-owned restaurants, pride in our Delivery Heroes, and a commitment to our customers, who are our friends and neighbors. ...and they still live in Chapel Hill!

The Challenge

They wanted a new growth channel to start competing with Door Dash and others in their local area.  I assessed the market, their competitors, and marketing data and audited all current existing efforts and assets in order to create and help execute on a comprehensive strategy to increase their user base, online orders, and revenue overall.

How I helped

Created three new personas/revenue channels as well as the complete marketing strategies for these personas by providing strategic guidance on omni-channel efforts.

The Result

App installs rose for these channels as well the increase in new business revenue.