Case Abstract
Burgerville, a local quick-serve restaurant chain in the Pacific Northwest prides itself on its attention to keeping its menu items “Fresh, Local, Sustainable.” A family-owned business with deep social values, Burgerville prides itself on leadership in environmental and social initiatives. While Burgerville sells hamburgers, milkshakes and fries, they highlight ingredients that are particular to their locale and emphasize seasonal specials.
Burgerville’s demand for scarce ingredients places particular importance on the relationships it forms with local producers who share a passion for fresh, local and sustainable food. Jack Graves, Chief Cultural Officer for Burgerville, however, is encountering a difficult decision for sourcing enough chicken for all 39 restaurants. Without a current supplier that meets Burgerville’s high standards for social and environmental values, Graves is contemplating how to meet their need for affordable chicken while advancing Burgerville’s values.
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