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Many established farm to table restaurants have stuck to their same produce delivery system for years. The pricing works for them, they can rely on the quality, and it fits into their schedule. Disturbing this, while maybe cheaper and better quality, may still be unfavorable to restaurants who operate in low-margin environments with intense customer demand. By testing this, we can directly see the effects of our product, and hopefully learn some nuanced details that we can add to our product.
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Restaurants make menu and procurement decisions based on their customer’s preferences. If it is apparent to them that serving local produce would attract a lot of customers, they would highly consider adding more dishes made with local produce or replacing their existing produce procurement practices with more local-focused ones such as FarmLink. Our finding that people consider a local-sourced produced a top three factor reinforces our proposed value proposition, and allows us to approach restaurants with data showing that their customers value local-sourced produce. In the future, we can do this study on a per-restaurant basis since it is cheap and quick.
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Optimizing Farmlink’s efficiency in delivering seasonal produce is crucial to meeting restaurant and consumer expectations. Our findings show that while certain benefits that partnerships can provide restaurants in neighborhoods with farmers’ markets (and therefore, are more culturally inclined to prefer local produce) such as seasonal menu changes can attract customers, ultimately, convenience and proximity are among the most important factors. Through testing this assumption, we’re able to get a good sense of which factors should be prioritized when pursuing partnerships with restaurants.
