UNION CRAFT BREWING: RECOMMENDATIONS FOR SMART GROWTH
February 2015
COLLABORATORS
Union Craft Brewing TOOLS USED Ethnographic research Microsoft Word FINAL FORM Pitch document |
PROJECT SUMMARY
Union Craft Brewing, currently located in Baltimore's Hampden neighborhood, is experiencing growing pains. One of Union's founders, Jon Zerevitz, asked MBA/MA Design Leadership students to recommend ways of scaling up while still maintaining the intimate brewery feel and loyalty of Union fans. I gathered insights through a group Q&A session with Jon and by visiting the Union site to observe the interactions between the Union space, operations, employees and customers. As a beer lover, I was very happy to get to conduct this kind of research. I chose to pitch ideas based on the analogy that Union was like an underground band that was suddenly blowing up. I pitched 5 recommendations based on my answers to the question: How does a band know when it has "made it?" and how do they keep the loyal first followers who brought them to that point? |