5: Reimagined & Refreshed Strategies

When COVID-19 first hit, out of necessity we quickly shifted to providing family meals. It was mildly successful, but we realized there was something more to the model. We decided to land the proverbial airplane and develop the model while on the ground versus when it’s already mid-flight. We took a step back and analyzed all the data we collected and explored paths on how we could do this efficiently.

We developed an app and had a soft launch in December 2020 as the beginning of a four-phase business plan for a new company. Heirloom is built on the nostalgic ideal of bringing the family back together at dinner. We will deliver individual and family meals first, provisions, and support for small gatherings then expand into a corporate network delivery model, and ultimately a ghost-kitchen model that will include third-party aggregators like Grubhub, UberEats, etc.—all e-commerce-based. Ultimately, we think it could be bigger than our existing business model and we intend to continue beyond the time when our traditional business returns.

- Warren Dietel, CEO and Owner, Puff ’n Stuff Catering