From crisis to opportunity

: Volup’s emergence and Niche-Focused strategy in a post­crisis era

Abstract

The COVID­19 pandemic brought about unprecedented disruptions across various sectors, including the food hospitality industry. While home delivery services had gained popularity in recent years, high­end restaurants faced challenges in finding suitable partners that aligned with their value propositions. Traditional delivery platforms primarily emphasized quantity over quality, leaving a gap in the market. This case study delves into the emergence of Volup as a tailored solution for high­end restaurants during the pandemic, focusing on its strategic approach to target a financially empowered niche. The case highlights how Volup recognized and capitalized on an untapped segment within the market, catering specifically to high­end establishments. By adopting a customer­centric approach, Volup successfully built robust relationships with relevant stakeholders, including both restaurants and clients. The case delves into the methods employed by Volup to understand the unique needs and preferences of itstarget audience, allowing them to tailor their services and offerings accordingly. Furthermore, the research explores Volup's response to inflation and the resulting investment climate, delving into how they leveraged their customer­ centric approach to their advantage. Through this case study, readers gain insights into the entrepreneurial journey of Volup, witnessing how the company identified a market gap during a crisis and effectively exploited it by focusing on the needs of a niche. The findings shed light on the importance of customer­ centricity and strategic adaptability in achieving success amidst crises.

Date of Award	28 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)