The Plant-Powered Movement to “Make Life Better” at Saxbys

Abstract

Saxbys is a café chain based in Philadelphia, Pennsylvania, which has embraced plant-powered food and drink menu items. The food and beverage team is responsible for the implementation of new menu items, including plant-based options. As plant-based eating becomes more commonplace among Generation Z and Millennials, this target market provides an important opportunity for Saxbys to lead the industry. Evolving customer expectations, including referring to the menu items as “plant-powered,” are highlighted along with the menu pricing of plant-powered menu items versus standard menu items. Students will be asked to assess the opportunities and challenges of navigating a constantly evolving consumer market and provide strategic assessment for the near term.

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