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Josh Henderson and Greg Petrillo, Skillet Street Food discussed how they reinvented with a fresh and inventive use of social media and creative product selection.

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  1. 1. Skillet Street FoodEvolving Strategy from “Open Doors”<br />Josh Henderson, Executive Chef and Visionary<br />Greg Petrillo, Chief Foodie and Financial Officer<br />
  2. 2. Introductions<br />Who We Are<br />The Original Vision for Skillet Street Food<br />Founded in 2007<br />Building a “populist” street food business – high-end food, mobile delivery, “guerilla” style<br />What Happened<br />The business became a brand<br />Opened new doors – catering, food products, restaurant<br />SKILLET STREET FOOD<br />
  3. 3. Create the Demand: Be the First<br />SKILLET STREET FOOD<br />
  4. 4. Cultivate the Demand: Don’t Make it Too Easy<br />Don’t make it too easy<br />Less is more in so many ways<br />High on novelty / low on saturation<br />Be interesting<br />To our customers<br />To the media<br />Create a dialogue<br />Spontaneous<br />Ask for what you want but be careful what you ask for<br />Be prepared to devote the time: this is important<br />SKILLET STREET FOOD<br />
  5. 5. Follow the Demand: Be Prepared to Open Doors<br />Our business has become a brand<br />Very strong local visibility<br />Reputation as the “elder statesman” in street food, even nationally<br />Good news and bad news<br />Scale<br />Diversification<br />Profitability<br />Customer dialogue opens doors<br />Tilt toward catering<br />Extend to food products<br />Intensification of the food experience<br />SKILLET STREET FOOD<br />
  6. 6. So What is the Strategy?<br />SKILLET STREET FOOD<br />2008<br />2007<br />2009<br />2010<br />2011<br />100% Street Food<br />10% Street Food<br />90% Catering<br />Wholesale<br />Distributor<br />Web Sales<br />Pop Up Restaurant<br />Skillet Diner<br />
  7. 7. Thank You<br />Josh Henderson<br />Executive Chef and President<br /><br />Greg Petrillo<br />Chief Foodie and Financial Officer<br /><br /><br />