Insider Eats via Sheetz Innovation Incubator

Insider Eats was a digital food delivery concept created within the Sheetz Innovation Incubator. Designed to partner with first-generation immigrant chefs and offer globally inspired meals to the Pittsburgh community, the brand needed to convey authenticity, a story-driven approach, and emotional resonance. I was brought in to lead the strategy from the ground up, building the insight, structure, and storytelling that guided its identity, experience, and growth plan.

My Work
• Conducted Jobs to Be Done interviews with food lovers, chefs, and grocery shoppers to uncover emotional and functional motivations.
• Authored and presented a comprehensive go-to-market strategy encompassing grassroots campaigns, marketing planning, and digital content.
• Crafted research findings that influenced and guided brand positioning, rebrand efforts, and messaging pillars.
• Designed the chef onboarding process, audience journey map, and retention strategy based on emotional drivers
• Delivered consultative growth recommendations to inform future phases and potential geographic expansion.

Results
Brand and messaging strategy laid the foundation for design, chef partnerships, and digital experience. My strategic clarity informed the brand’s voice, audience experience, and activation roadmap, helping Sheetz pilot a new category while building a framework for future concept development.