This case describes the novel business model devised by a sustainability minded leadership team managing a fast-casual restaurant in Montreal. The guiding principle at Foodchain is the pursuit of simplicity, in line with the concept of radical resource productivity. In developing a strategy based on leanness, the Foodchain founders questioned almost every axiom and assumption common to their industry, leading them to rethink how a restaurant operates. The case invites students to put themselves in the shoes of the managing director at Foodchain, and provides an opportunity to assess how a business in the service sector can pursue financial viability through innovation and sustainability
