Context
York Marketing Conference × Osmow's — 3rd Place
Duration
2 weeks
Team
2 members
Role
Strategic Analyst & Presenter
TL;DR
Developed the DIP Strategy (Digital, Incentivize, Planet) to transform Osmow's operations and drive $180M revenue growth — presented directly to CEO Sam Osmow, 3rd place finish.
Impact
- →Presented directly to CEO Sam Osmow
- →3rd place at York Marketing Conference
- →Identified 5 key growth opportunities
- →Projected $180M revenue target (30% growth)
Problem
Osmow's Shawarma faces challenges in customer retention, rising operational costs, and evolving consumer demands for sustainability and healthy dining. Without a new strategy, Osmow's risks losing millions in revenue and market share to rapidly adapting competitors.
Solution
Presented strategic proposals directly to Osmow's executives including CEO Sam Osmow. Developed the DIP Strategy: Digital Dominance (app, QR menus), Incentivize & Interact (loyalty programs, social media), and Planet & People Focus (local sourcing, sustainability).
What It Does
Transforms Osmow's through three key pillars: a comprehensive mobile app and QR ordering system, enhanced loyalty and referral programs, and sustainability initiatives including local sourcing and eco-friendly packaging.
How We Built It
Comprehensive strategic analysis: market research, competitive landscape study, customer interviews, financial modeling with detailed projections, risk assessment, and implementation roadmap for executive presentation.
Gallery
Key Insights
- 1.Digital transformation is crucial for customer retention in fast-casual dining
- 2.Sustainability initiatives drive brand differentiation and cost reduction
- 3.Loyalty programs significantly impact customer lifetime value
- 4.Social media presence is essential for reaching younger demographics
- 5.Local sourcing builds community trust while reducing supply chain costs
Solution Features
Digital App Platform
User-friendly mobile app for ordering, loyalty tracking, and exclusive deals
Impact: Expected 25% increase in customer retention
Sustainability Initiatives
Local sourcing, recycled packaging, and plant-based menu options
Impact: 20% reduction in sourcing costs and improved brand perception
Enhanced Loyalty Program
Personalized rewards, referral incentives, and comedic social media integration
Impact: 30% increase in customer referrals and engagement
Metrics
Revenue Growth
$180M (30% increase)
plannedCustomer Retention
25% increase
plannedDigital Engagement
10% increase
plannedSourcing Cost Reduction
20% decrease
plannedChallenges
Balancing innovation with brand authenticity, developing realistic financial projections within budget constraints, and presenting complex strategic recommendations to executives in a clear, compelling way.
What We Learned
Business transformation requires balancing innovation with authenticity. Sustainability is both a responsibility and a competitive advantage. Executive presentations require strategic rigor paired with practical implementation plans.
What's Next
Implementing key DIP Strategy components, starting with digital app development and sustainability initiatives. Exploring expansion of the strategic approach to other restaurant chains facing similar transformation challenges.
Stack
Links
February 2025