In this project we searched for a new business model for a company that sells food boxes with surplus ingredients with the mission to reduce food waste by using the Hypothesis Driven Entrepreneurship method. In this approach a new business model is found by iterating through several experiments in which the feasibility of new business models is tested in the field. Throughout several iterations we found Surplus Kitchen.
Surplus Kitchen is a concept for cooking workshops with leftovers that can be used by cooking studios in the form of a membership. In the workshop people learn how to cook with leftovers ingredients whilst using actual leftovers. By using food that is close to due date, the participants save money on a cooking workshop while learning ways to reduce domestic food waste which helps saving money doing groceries.
In search of new business models, we designed experiments to rapidly test new business models in the field. During this project we spoke with more than 70 consumers to learn more about the market and our business models. We found that consumers are withheld to buy leftover boxes because they don’t know how to cook with them, and they dislike throwing food away at home. Through rapid iteration we were able to shape the concept of Surplus Kitchen and run several pilot events in less than three months.
First Field Experiment
Surplus Ingredients From Local Businesses
In the last iteration we partnered with local supermarkets and cooking studios to setup a cooking workshop. The workshop was fully booked, and both partners and participants were enthusiastic about the concept. Eventually, a viable proposal was delivered in which we creatively evaluated all components of the business model canvas. Alongside a joyful experience, the pilot workshop effectively changed peoples’ perspective on leftover ingredients. Several participants shared that they’ve enjoyed using their learnings by cooking with ingredients that they would otherwise have thrown away.
We proposed Creative Cooking Workshops as a new channel for promotion and revenue. By teaching people how to cook with surplus ingredients we aim to reduce food waste in the food chain and at home. The workshops are organized by professional cooking studio’s that use the company’s food boxes as an ingredient to cook with. Representing the brand at workshops and integrating this on social media stimulates the growth of a community. Alongside the revenue and low investment, we expect that the knowledge and experiences that are shared through the workshops and on social media increases consumer loyalty, exposure and growth by referral.
Project Team: Shanna de Lang & Yff Verstraete