The Challenge
In 2013, Gusto Pizza Co., a Des Moines area pizza restaurant, opened its second location. Gusto's increasing market presence led to interest by potential outside investors to open a third location. This prompted Gusto to consider whether it was prepared to grow and how to do so in a strategic, sustained fashion that served the Gusto brand well.   

The Gusto owners hired Proxymity to collaboratively assess and plan broad financial and operational approaches for not only a third store, but for uniform management practices across all Gusto properties.  

Discovery
The Proxymity team had already coordinated real estate strategies and transactions for opening store #2, so they understood Gusto’s operations. 

The consulting team voiced 
concerns with the following:

• Opening store #3 could be a failed effort if done before understanding and enacting standardized,replicable 
  workforce, business and food service operations across all stores.
  
  
• Store #2 had not ramped up as fast as store #1. Why that was happening was not clear. 
  
  
• How each store is staffed, how the staffing plan is managed, and how much time an owner should spend on the retail food "front lines" (rather than managing operations) were all issues to be addressed.

Creation
Using findings from the Discovery process, Proxymity’s team identified branding and systems documentation goals, budget 
requirements, and built a timeline to keep Gusto on schedule for a third store opening. 

Monthly facilitation meetings were scheduled with the owners. Strategic Proxymity consulting partners joined the project to assemble an achievable, growth-oriented financial strategy that would support Gusto's growth aspirations in a sustainable manner. 

Execution
Four months later, Gusto had a complete brand document with values, mission, vision, positioning, competition, key messages and go-to-market strategy. 

The Execution plan also satisfied another critical need: standardized staff training. A Proxymity team member was brought in to document systems and create staff training tools. 

Gusto spent its time and energy serving customers, generating revenue and increasing market share, while letting Proxymity retool its business operations and financial strategy, staff training and brand profile. 

Results

• Through Proxymity's Discovery process, Gusto gained new insights--and confidence--in financial resources, worker training resources and staffing models to open a third location in Q1 2015.
  
  
• New brand elements were infused into the website, store design, and staff training.

• The new store launch plan is linked with strategic and philanthropic partners to create a larger Gusto brand appeal and reach to target audiences.