Obino Resto ::innovating workplace dining

Obino Resto is a large-sized corporate catering company that operates mainly in the Iberic Peninsula (a region geographically shared by several States, ie, Spain, Andorra, France, Portugal, and the UK). The business development team at Obino Resto (headquartered in one of the main cities of the Iberian Peninsula) was facing new dynamics in the marketplace. As well as intensifying competition, new trends in dining, such as healthy eating, vegetarianism, and veganism, were challenging the concept of workplace restaurants. Company employees were looking for greater choice and a move away from traditional dining offerings at lunchtime. Additionally, the overall atmosphere of workplace restaurants was putting employees off from spending their lunchtimes in a busy restaurant. They were looking for a more private restaurant-type of experience. Other trends, such as digitization, waste reduction, and recycling, were also playing a role in the overall dynamics of the marketplace. Manuel Boret, a business development executive at Obino Resto, charges a team of hospitality consultants to come up with a new workplace dining offering. The case notes the different trends and challenges that Obino Resto was facing in order to develop a new concept