Marcy’s Kitchen:
“These are the good years”
I gained valuable experience in running a family business, managing small business operations, and handling financials and budgeting. This motivated me to focus on improving and scaling the business for future growth, which led to my acceptance into the Rutgers Business School’s 17th Entrepreneurship Pioneers Initiative (EPI) Class of 2025. The EPI program is managed by Rutgers University’s Center for Urban Entrepreneurship & Economic Development (CUEED), the nation’s first center to integrate academic research with private industry, government, and nonprofit sectors to foster entrepreneurial and economic growth in urban areas. CUEED is dedicated to supporting entrepreneurs who seek to create socially conscious ventures that contribute to urban revitalization. The center partners with experts in various fields to provide an outstanding experience and help entrepreneurs achieve their business goals.
Along with that, I used user experience design methods, including Google’s User Experience framework, I addressed all aspects of the guest journey and adapted to challenges presented by the pandemic.
Highlights:
Customer-Centric Adaptations: Pivoted the restaurant’s business model to focus on take-out and delivery, ensuring continuity during the COVID-19 pandemic.
Pricing & Product Optimization: Analyzed product costs and optimized pricing, making our offerings more competitive and customer-friendly.
Digital Revamp: Designed a new website and strengthened our social media presence, boosting online engagement and expanding our brand reach.
SEO and Backend Enhancements: Implemented comprehensive SEO and backend optimizations, increasing visibility and accessibility for a broader audience.
Sustainable Engagement Strategies: Developed long-term strategies to enhance guest satisfaction, fostering customer loyalty.
B2B Communication: Connecting Marcy’s Guacamole to breweries, stadiums and other event venues
See the results
The Process
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Who are we working for:
Family with Minimal Time:
“As a busy parent, I want to quickly order fresh, made-to-order meals for my family, so that we can have a convenient, delicious dinner without cooking at home.”
Spanish-Speaking Workers:
“As a Spanish-speaking worker, I want to order food that tastes like home, so that I can enjoy authentic Mexican flavors during my lunch break.”
High School Students:
“As a high school student, I want a fast, affordable bite after school, so that I can hang out with friends and grab a quick meal before heading home.”
Local Residents Supporting Small Businesses:
“As a local resident, I want to support a small, family-owned Mexican restaurant, so that I can contribute to our community and enjoy high-quality, homemade food.”
Professionals Looking for Good Food:
“As a working professional, I want to order a satisfying, flavorful meal that’s easy to pick up or have delivered, so that I can enjoy a quality lunch or dinner on my busy schedule.”
Parents with Young Children:
“As a parent with young kids, I want to order kid-friendly options that are still authentic, so that my whole family can enjoy a meal together without compromising on taste.”
Vegetarian or Health-Conscious Eaters:
“As a health-conscious eater, I want to see healthy, vegetarian options available, so that I can have a meal that fits my dietary preferences.”
People Seeking Convenient Curbside Pickup:
“As a customer who doesn’t want to leave my car, I want to order online and have my food brought out to me, so that I can get my meal quickly and conveniently with curbside pickup.”
Regular Customers Looking for Specials:
“As a regular customer, I want to see daily or weekly specials, so that I can enjoy new menu items and take advantage of deals.”
Customers Ordering for Group Events:
“As someone hosting a small gathering, I want to order a family-sized meal or catering options, so that I can easily serve authentic Mexican food to my guests.”
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How can we set the foundation for guests to walk on:
1. Awareness Stage
Let’s set up: Word of mouth, social media (Facebook, Instagram, TikTok), restaurant website, local community events, flyers, and local business collaborations.
Why?:
People hear about your restaurant from friends, see a post on social media, or find your website while searching for local Mexican food.
They’re enticed by the authentic menu items and the homemade, fresh-to-order appeal.
People want to:
Discover a new local take-out option.
Find convenient, delicious meals for their specific needs (family-sized portions, vegetarian options, quick bites, etc.).
This helps:
Ensure strong social media presence with appealing visuals and authentic storytelling.
Highlight guest testimonials and local support.
Families, high school students, and local professionals looking for take-out options.2. Consideration Stage
What we assume to happen: Social media engagement, website browsing, menu review, phone inquiries, and feedback from other guests.
New and recurring guests will:
Check out the menu, looking for specific options such as kid-friendly items, vegetarian choices, and allergen-free dishes.
They may browse social media for visuals of popular dishes and reviews from previous guests.
Contact the restaurant to confirm menu options, ask about allergen information, and find out about any specials or deals.
Goals of people interested:
Assess if the restaurant can cater to their dietary preferences and time constraints.
Get clear information on pricing, portion sizes, and available promotions.
What we did at Marcy’s Kitchen is:
Make allergen information and dietary options prominent on your website and social media.
Train staff to provide clear answers about ingredients and allergen safety.
Include a FAQs section on the website for common questions (allergies, portion sizes, payment options).
3. Decision Stage
How can people engage us: Online ordering platform, phone ordering, in-person ordering, and mobile app (if applicable).
When they are there, what they do is:
Place their orders through the website, app, or by calling in, choosing take-out or curbside pickup.
During the ordering process, they customize their meals to fit preferences (extra salsa, no cheese, gluten-free).
Customers may sign up for text notifications or app alerts to stay updated on order status.
Remember, their goals are to:
Quickly place an order and customize options based on dietary needs and preferences.
Receive confirmation that the order has been received, along with an estimated pickup time.
My job at JZNJ Media is to :
Optimize the website and app for a seamless ordering experience, with easy customization options.
Integrate allergy and dietary preference tags on the menu.
Enable real-time order tracking and updates, including push notifications for mobile users.
4. Pickup Stage
How can we plan for guests to pick up food: Curbside pickup, in-store pickup, parking area, and signage.
What will be the guests plan:
Upon arrival, customers either walk in or stay in their vehicle for curbside pickup, depending on their choice during ordering.
Staff ensures orders are accurate, including any special instructions or allergen needs, and provide a brief review of the order at pickup.
Remember, guests will want:
Convenient, accurate, and timely pickup experiences.
Confirmation that the order meets their needs and any dietary requests are correctly addressed.
What Marcy can do is:
Designate specific pickup spots with clear signage.
Train staff to double-check orders for accuracy and highlight any customization or allergy-related items.
If possible, provide a contactless payment option for in-store pickup.
5. Post-Purchase Stage
What Marcy can do is: Follow-up via email or text, social media, and review platforms.
Ideally, guests will do this:
After enjoying their meal, guests may share their experience on social media, leave a review, or refer the restaurant to friends and family.
Guests who had a positive experience may subscribe to the restaurant’s mailing list or follow on social media to learn about future deals and new menu items.
Guests will want to or be more inclined to:
Share feedback on their experience, whether positive or constructive.
Secure a new favorite spot in town for consistent, delicious meals that fit their lifestyle and preferences.
What Marcy can do is:
Send a thank-you message after the meal, inviting customers to leave a review or share on social media.
Consider offering a discount or promo code for customers who post a review or refer a friend.
Collect feedback to continuously improve the menu and ordering process.
Edge Case Considerations
Missed Orders/Errors:
Ensure that staff are trained to handle any order errors with quick problem-solving and a positive attitude. Offer a small discount or coupon for future orders as an apology.
Allergy Concerns:
Make sure allergy and dietary information is updated on the website and app, and train staff to address these concerns confidently.
Last-Minute Changes/Cancellations:
Provide a clear cancellation policy and allow customers to make last-minute modifications whenever possible.
Unfamiliarity with Digital Ordering:
Have phone ordering available and staff on hand to guide customers unfamiliar with online ordering.
Technical Issues (App or Website):
Have a backup ordering method in place, such as phone or in-person, and train staff on how to guide customers through alternative options.
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No better time than now. Launch
Here are some achievement highlights for the restaurant:
- 200+ 5-Star Reviews: Built a solid reputation through consistently excellent customer feedback.
- 1,000+ Followers on Social Media: Expanded the restaurant's reach and engagement with an active online presence.
- 5+ Wholesale Deals Secured: Successfully extended offerings to wholesale partnerships, increasing revenue streams.
- Completed a Remodel of Physical Space: Enhanced the in-store experience with a fresh, modernized look.
- Surpassed Revenue Goals: Achieved financial growth and exceeded revenue expectations.
-High Ranking in Local Searches for Mexican Food: Increased visibility and customer interest through prominent placement in local search results.The restaurant is now focusing on improving the ticketing system and optimizing the kitchen workflow for even greater efficiency and customer satisfaction.