Ask: Develop strategic recommendations that will highlight the partnership between Good Foods Grocery (GFG) + Commonwealth Autism (CA) by:
Increasing storytelling of the partnership
Increasing customers at GFG
Building an emotional connection to the Career Readiness Program between customers and the community
Converting GFG Customers into CA Donors
Research Methodology
95 minutes of “Man on the Street” conversations gave us raw, real-time feedback on shopping behaviors and brand perceptions.
25 survey responses
16 interviews with GFG and non-GFG customers revealed personal stories and emotional connections to brands.
6 competitor store visits provided a direct comparison of GFG’s position in the market and identified areas for differentiation.
Eating lunch with 5 GFG customers to dive deeper into their emotional ties to the brand.
4 visits to GFG offered valuable observations on the in-store experience and brand messaging.
Overall Strategic Recommendations
Finding: Gen Z Shoppers Value Purpose Over Price.
Recommendation: Make GFG a brand that embodies change, not just supports it. Position your impact as an integral part of your identity (woven into product curation, in-store experiences, and storytelling). By doing so, Gen Z shoppers will see GFG not just as a place to shop, but as a brand that shares their values and drives real-world impact.
Finding: GFG’s Unique Product Selection is a Differentiator.
Recommendation: Elevate GFG’s positioning from a grocery store to a discovery hub where every visit feels like uncovering something new. When customers associate GFG with a sense of discovery and purpose, their loyalty extends beyond the transaction.
Finding: Word of Mouth is GFG’s Strongest Acquisition Tool.
Recommendation: Transform customers into storytellers by creating moments worth sharing. Build an ecosystem where shoppers aren’t just rewarded for purchases but for advocacy whether it’s through referral incentives, user-generated content, or experiences that encourage organic conversation. When people feel personally connected, they don’t just return, they bring others with them.
Finding: Customers Need a Clearer Connection to the Impact They’re Creating.
Recommendation: Make impact impossible to ignore. Turn GFG’s partnership with CA into a living, breathing part of the brand experience through in-store activations, content, and community events that reinforce the connection between shopping and social change. When customers can see and feel the difference their purchases make, loyalty moves from passive support to active participation.
Meet The Team
Taryn Spencer (ST), Megan Strodel (ST) & Alyssa Young (ST)