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Eastern Academy of Management 2019

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zest: A Passion for Food & Entrepreneurship

Luciana Gencarelli’s new business career was not going well. As a recent graduate, she had been excited to start the next phase of her life. But finance and IT internships and a full-time corporate job left her cold. She was bored. Winning a business plan competition during her first year of college had reinforced her interest in entrepreneurship. And she loved experimenting with new healthy recipes, especially dairy- and gluten-free dishes. Could she translate her passion for healthy food and her love of entrepreneurship into a livelihood? Gencarelli starting dabbling with business ideas at night and on weekends, while still working at her “day job” to pay the bills. Eventually she took the plunge and launched zest, a restaurant that offered “delicious and nutritious food” in a “family like, happy environment.” At the end of the case, students are challenged to determine where zest should go next.

Jena Angeliadis
Seton Hall University
United States

Elizabeth McCrea
Seton Hall University
United States

 


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