Green Zebra

Validate or Pivot? 1

Validate or Pivot? Using Content Analysis to Assess Green Zebra’s Customer Value Proposition Case A

Charla Mathwick, Portland State University

Known for its food-cart culture, craft beer, and some of the finest Pinot Noir in the country, Portland, Oregon’s latest addition to the food scene, Green Zebra Grocery, was a healthy take on the convenience store. Lisa Sedlar, CEO and founder of Green Zebra prepared for a $10 million raise from venture capital funders, to finance a West Coast expansion of her c-store chain. With her first fund raising trip scheduled to begin in just two weeks, Sedlar took stock of the preliminary feedback she received, trying to decide whether she needed to rethink her customer value proposition (CVP). She found that the massive oversupply of square footage dedicated to grocery retailing in the U.S. made investors nervous about putting money behind another brick and mortar ‘grocery’ chain. On top of that, just three months after her June, 2018 press release announcing plans to expand the Green Zebra chain,1 Amazon announced a 3,000-store national expansion of Amazon-Go, a high-tech retail format described as the future of c-store retailing.2

Sedlar described Green Zebra’s market positioning as a “cross between a Whole Foods and a 7-11,” emphasizing a CVP that was a “mashup of healthy and convenience” (See Exhibit 1). Given Amazon’s recent announcement, however, Sedlar knew that she needed to be prepared to address inevitable questions that would come up regarding her competitive advantage relative to Amazon Go. That meant she either needed evidence that would validate her current value proposition, or she needed to make the decision to revise her CVP and convincingly demonstrate Green Zebra offered a differentiated advantage in the c-store market. The round of meetings with venture capital investors outside the Portland market had been months in the making, and fourth quarter 2018 was booked with one VC pitch after another. Given that the first pitch was just two weeks away, Sedlar had no time to waste.

BEYOND CONVENIENCE TO ADDED VALUE

Sedlar founded Green Zebra in 2013, twenty years into a successful career in the grocery sector working first for Whole Foods and later serving as CEO of New Seasons Market, an upscale grocer operating in Portland. Five and one-half years in, Green Zebra generated about $12 million in revenues from its three existing locations. Continuing to experiment with format, assortment, and target customer, Sedlar began investigating the possibility of opening a fourth location in the Portland metro area while seeking funding to expand to 20 locations up and down the West Coast by 2023.

----------------------------- Copyright  2019 by the Case Research Journal and by Charla Mathwick.

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2 Case Research Journal •Volume 39• Issue 3• Summer 2019

Historically, convenience stores had been places where the type of products sold could actually harm ones’ health – cigarettes, alcohol, lottery tickets, and sugary foods. Green Zebra by comparison looked to enhance health outcomes in its neighborhoods. “Our Mission is to make healthy, natural, and organic food accessible to all,” explained Sedlar, “particularly in dense urban neighborhoods where there are fewer fresh and organic grocery options. We don’t want our customers to sacrifice health for convenience.”

Portland’s foodie culture had garnered a national reputation for food and beverage innovation. At the heart of that innovation was a heritage of organic and sustainable farming, ranching, and artisan food production that was a source of local pride. The Green Zebra shopping experience reflected that culture by offering “a healthy neighborhood grocery that featured local products to serve the daily eater,” as Sedlar liked to refer to her customers.3 And for some of her eaters, the trip to Green Zebra was repeated with nearly every meal, beginning at breakfast with a latte to-go from their premium coffee bar, Boldly Brewed. As Sedlar described it, “you might get a cup of coffee at a grocery store but it’s unlikely you would go to a grocery store specifically for your morning coffee. For most people, ‘convenience-store coffee’ is a slur that describes coffee at its worst. But we definitely see regulars who come to us for their morning coffee trip.”

Many Green Zebra eaters returned at lunchtime for a cup of tomato basil soup, a made-to-order sandwich paired with kombucha, or one of Portland’s famed craft beers. In the middle of the day, office workers dropped by to grab a piece of fruit before heading back to their desk. The regulars repeatedly mentioned the need for a break from their screens, as one of the benefits a trip to Green Zebra offered. Sedlar concluded that a few minutes away from the office during the day had real value. As she was fond of saying, “people don’t want hot coffee delivered to their desk. There’s joy in selecting some things for yourself.”

By the end of the day, an entirely different crowd would come through to pick up a few fill-in items or a freshly prepared meal to warm up at home. “Our customers don’t need to stock-up at home when they have a little neighborhood spot for all their everyday items like milk, eggs, bread, or chicken breasts,” claimed Sedlar. Green Zebra was serving several distinct markets over the course of the day, each trying to accomplish different jobs. Rather than simply serving as a grocer, Green Zebra operated at the intersection of a healthy ‘fast-food’ restaurant for daytime eaters while serving as an outsourced pantry for residential shoppers.

One of the ways Sedlar looked to establish a connection with her customers was to showcase novel products, to surprise them with something new, and something they hadn’t tried before. Her product assortment was infused with a delight strategy that aligned with Sedlar’s passion to support local food entrepreneurs. “Tasting something new and delicious, is such a fun part of discovery for food lovers,” explained Sedlar.

It’s also one way I can give back to the local community by helping them launch their new products. For example, a few months ago I came across a cold brewed coffee sweetened with almond milk infused with CBD, the compound found in marijuana to ease aches and pain. This product offers all the benefits of coffee but chills out the caffeine-buzz. We were the first to introduce it to this market.

The traditional grocery business model required an average basket size of around $30, reflecting the ‘center of the store’ stock-up trip that big box grocers depended on to reach profitability. By contrast, the Green Zebra business model was optimized to

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Validate or Pivot? 3

serve a $10 to $12 transaction, one third the size of an average grocery transaction but 30% higher than the $6 industry average in the c-store sector, according to the National Association of Convenience Stores (NACS). Another difference relative to the c-store industry, was Green Zebra’s assortment. The top selling categories in a c-store were cigarettes and tobacco products, something Green Zebra didn’t even carry. Instead, Sedlar’s number one seller was the organic salad bar.

On an annualized basis, Sedlar estimated that her customers spent as much as they would in a traditional supermarket setting, given that she was serving daily shoppers and captured ‘best in class’ margins of 40% from her premium product assortment. This compared to the 34% margins estimated by the NACS as typical of c-store locations that didn’t sell gasoline. Moreover, Green Zebra’s $12 million in revenue in 2018, was well over twice the national c-store average of $1.53 million per store.4 Nonetheless, to gain the financial backing for her expansion strategy, Sedlar knew she needed to address the competitive threats that emerged in 2018.

Sedlar understood that c-store service had to be quick. But as she explained it, “when the staff says, ‘Hey, thanks for coming in, thanks for shopping with us today’ and really meant it that kind of authenticity had the potential to create something meaningful for people.” Sedlar wanted to give her shoppers a reason to get out of the office during the day, get some fresh air and have a real conversation with the person behind the counter who sold them their afternoon beverage or snack. “I believe community is built around small, meaningful interactions like that. Our customers are a part of our day and we want to be a part of theirs.”

Creating a culture capable of delivering that level of personal connection, however, was not easy. Green Zebra’s retail environment could be intense. For example, their campus location alone served an average of 1,500 shopping trips a day. One of the big challenges was that all that activity was packed into a retail footprint that ranged in size from 4,000 – 5,600 square feet. That is slightly larger than a typical 7-Eleven and roughly one-seventh the size of the average U.S. grocery store. She typically scheduled 10 to 12 frontline employees to work behind the registers, the deli counter, to restock the shelves, or work in the kitchen during peak hours.

When asked about their hiring and training practices, Danielle Frankel, Green Zebra’s People Team Manager described a recruiting process that valued a background that went well beyond the grocery or c-store industry. Frankel described looking for “warm, customer-focused, people-people, interested in working in service to each other, their customers, and the community.” A culture of service was at the core of the organization, encouraging employees to “feel free to go above and beyond for customers.” For example, many Green Zebra shoppers walked or would ride their bike to the store and occasionally someone would buy more than they could easily carry back home. Frankel described staff who walked customers home if they saw someone who had too many bags to carry. She explained, “to ease their mind about how far to go to deliver great service, everyone was issued a ‘get off the hook’ card their first day on the job to encourage an above-and-beyond service ethos.”

By 2018, Green Zebra had over 100 employees, most of whom were full time, a rarity in the c-store industry. Sedlar firmly believed that the people on the frontlines were a vital part of an experience she hoped would set their operation apart from competitors. In addition to health care benefits for both full and part-time employees, as well as a profit-sharing program, the company practiced open-book financials. Quarterly all-staff meetings were held to updated employees on how the company was performing. The goal was to ensure that everyone knew how the business worked to empower them to take a greater stake in its future.

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4 Case Research Journal •Volume 39• Issue 3• Summer 2019

THE C-STORE INDUSTRY

The c-store industry was founded in 1927 when 7-Eleven began offering an assortment of perishable basics like eggs, milk, and bread from ice-house storefronts in Dallas, Texas. Within a year, they were experimenting with the addition of gasoline pumps, foreshadowing what industry analysts regarded as the c-store market, a gasoline/food service combination.5 As America’s love affair with the automobile grew, locating c- stores along the nation’s interstate highway system and major commuter routes became the norm. As of 2018, nearly 80% of fuel purchases in the United States occurred through the c-store channel.

Nonetheless, the foodservice side of the business was far from trivial, with revenues of $38 billion in 2017, estimated to grow to $44.6 billion by 2022. The c- store industry was consolidating in the U.S. with acquisitions by 7-Eleven in particular. Despite these growth trends, increased competitive pressure coupled with stable or declining gas prices were forecasted to create a drag on revenue in the traditional gasoline/c-store sector.6 In addition, labor represented a significant cost in this industry where costs increased by 8-10% annually, attributable in part to a turnover rate that approached 115% in 2017. Continuing low U.S. unemployment rates through 2019 were expected to exacerbate these negative trends. In response, the industry began to turn to technology to rein-in staffing and communication expenses by upgrading loyalty program administration and adding self-serve solutions instore.

Urban c-stores dedicated to food retailing rather than fuel fill-ups was a growing trend among the incumbent operators such as Kwik Trip Inc., Quick-Trip Corp., and 7-Eleven. These firms were responding to competitive pressures in the urban c-store market as Walgreens, Amazon, and discount retailers began to test various c-store formats. With assortments that were transitioning toward fresh or prepared-foods and away from snack foods, urban c-store operators were as likely to find themselves competing with quick-service restaurants, as they were with each other.7 Despite making progress with this shift in assortment, only 36% of c-store patrons reported being satisfied with the healthiness of available foodservice options in c-store channels.8

Although giants like 7-Eleven and Walgreens had begun to add more fresh foods to their assortment, Sedlar felt they were missing the mark. Her instincts pointed her toward creating something that had the potential to become the heart of the neighborhood. The sweet spot for the expansion strategy she was pitching to investors was the combination of high density, good education, and healthy household incomes all concentrated in the kind of walkable, 10-minute neighborhoods found in Seattle, Los Angeles, and the San Francisco Bay Area. “We are planning to build out pods of stores,” explained Sedlar. “When we go into Seattle, for example, we will sign leases in groups of three and plan to open them in relatively quick succession. In Portland, we found that approach provided efficiencies in both product sourcing and shared labor. It’s something we plan to replicate up and down the West Coast.” C-Store Growth Attracts a Big Player

The potential opportunity to reinvent the c-store format began to attract new entrants including Amazon, with their launch of the Amazon Go concept store in 2016. Amazon Go invited shoppers to step into the inner workings of a futuristic, self-serve retail experience. Launched in the shadow of corporate headquarters in Seattle, shoppers downloaded and activated the Amazon Go app on their smartphone and swiped it at the door to gain access to a cashier-less shopping experience. Amazon Go engineers were testing sensors and computer vision technology to detect what

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Validate or Pivot? 5

shoppers picked up, put back on the shelves, and ultimately walked out with, all captured for automatic credit card billing.

Although their innovative technology eliminated the need for employees at the point-of-sale, the business model was not exactly devoid of human service support. The Amazon Go retail operation relied on people in the kitchen, stocking shelves, loading carts, and observing shopper behavior behind the scenes. Sedlar estimated the labor costs for the Amazon Go model were still too high to turn a tight margin business into a profitable venture. Nonetheless, they were tackling one of the biggest challenges in the c-store category by attempting to eliminate the queue from a retail footprint that simply was not large enough to accommodate the long lines that would show up at lunch or near the dinner hour. When asked about the threat Amazon Go posed, Sedlar admitted, “If Amazon’s self-checkout is easy and reliable for the customer, if it can control theft, and if it is affordable enough for retailers to implement, I’m in! Today, we take Applepay and use phones to scan things, but most of our customers still use cash or cards. The market has to catch up with the technology to make this type of high-tech payment system commercially viable.” A DIFFERENT WAY TO TELL THE GREEN ZEBRA STORY

Sedlar didn’t have the time or money to conduct a full-scale customer survey to help her validate the degree to which her current CVP resonated with existing customers. Nonetheless, she realized there might be a way to tap into the voice of the customer to decide whether, and in what way she might need to revise her CVP and competitive positioning. An article published by the National Retail Federation on the topic of uncovering retail trends caught her attention. It pointed to social media content as an important source of data to develop customer insights. This qualitative approach to research involved mining user-generated content in the form of online product reviews, Instagram photos, or blog posts to gain insight into customer attitudes and perceptions. Sedlar’s team were monitoring and responding to social media feedback since she opened the doors in 2013. She realized they might be able to analyze customer reviews to document customer perceptions of Green Zebra.

In a related article, Pew Research reported that “two-third of U.S. adults say they nearly always read online ratings and reviews,” a tendency magnified among shoppers under 50 years of age. Beyond the posted content itself, the emotional intensity of a review, reflected in extreme negative or positive sentiment, seemed to be what influenced shopping behavior most. For example, “some 54% of Americans who read online reviews indicated they tended to focus on extremely negative reviews while 43% paid more attention to extremely positive reviews when trying to make a purchase decision”.9

Sedlar felt the comments contained in customer reviews could be translated into strategic insight using a structured analysis of reoccurring themes. By thematically categorizing user generated content, she could assess her assumptions regarding benefits sought, barriers to adoption, or perceived differences in competitive offerings. Moreover, verbatim comments taken from posted reviews reflected the actual voice of the customer, offering language that could be incorporated into marketing communication or used in messaging directed toward prospective investors. The intensity of positive or negative sentiment in response to different elements of the customer experience also signaled strength or potential weakness in a firm’s solution, based on a shopper’s first-hand experience.

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6 Case Research Journal •Volume 39• Issue 3• Summer 2019

Sedlar asked her social media manager to pull 10 to 15 customer reviews each for Green Zebra (See Exhibit 2), Amazon Go (See Exhibit 3), and 7-Eleven (See Exhibit 4).10 to see what shoppers were saying. As she looked through the report, she came across one customer who posted the following comment, directly relevant to Green Zebra’s value proposition:

The convenience and the quality of the store means that prices are going to be a little bit more expensive than average. But the goal isn't to buy groceries for a family of 4. For the purposes of kids in dorms or office folk with cafeteria fridges, green zebra does the job! (GZ #15: 143 friends, 107 reviews, FOUR Stars, 7/24/2017)

The Amazon Go posts reflected a different focus among shoppers:

The convenience this store offers is an addiction. … You basically just walk in, scan the Amazon go app at the door, take what you need, and walk out. Amazon automatically bills this to your Amazon account and sends you a receipt within minutes. Prices are the same as any other store. (I have compared this). If only they would widen their store offerings- More groceries- I would never shop anywhere else. (AG#10: 181 friends, 121 reviews, FIVE STARS 5/2/2018)

Sedlar came across this posted review for 7-Eleven:

This is your standard downtown 7-11 with homeless punks in front and silent cashiers. The cashiers start to warm up to you after you've purchased your 3rd big gulp, so that's nice. The Red Bull is never out of stock and they can hand you any pack of cigarettes in less than 7 seconds. What more do you really want from a 7-11? Will happily continue buying Red Bull from this 7-11. (7- ELEVEN #6: 7 friends, 34 reviews, THREE STARS 2/16/2018)

Although Sedlar felt confident that Green Zebra was ahead of the trends reshaping the c-store shopping experience, she realized that letting customers speak for themselves might help investors appreciate what she could see was happening from the front lines. Tapping into the voice of the customer by analyzing social media content, might also help to clarify how competitive differences across the c-store sector were shaping up.

Scheduled to be on the road in two weeks for her initial round of investor meetings, Sedlar realized that Amazon Go’s recent announcement represented a direct threat to her ability to close the funding round. And without a successful $10 million venture capital raise, her plans to scale the operation would be off the table. Sedlar hoped a content analysis of the social media report generated by her staff, would help to clarify her options. She either needed evidence that validated the differentiated advantage created by her ‘healthy convenience’ positioning and CVP, or she would need to use the results of the content analysis to decide how to pivot her CVP to differentiate her competitive positioning in response to the evolving c-store market.

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Validate or Pivot? 7

Exhibit 1 - Current Investor Materials Green Zebra is redefining what it means to be a convenience store in America.

The problem with convenience stores is they don’t have healthy food. The problem with natural food stores is they aren’t convenient. Green Zebra Grocery is a mashup of healthy AND convenient. Think of us as a cross between a Whole Foods and a 7- 11.

Gone are the days of stocking up on groceries, today’s eaters shop by the meal and at Green Zebra, meals are fresher, healthier and quicker. We are your daily destination for delicious everyday meals, snacks and beverages. Our product selection is thoughtfully curated to meet the needs of people who want healthy food and are short on time (basically everyone).

Oh and in case you want to know about the origin of our name….here is a Green Zebra Tomato!

Source: L. Sedlar, Personal Communication. Feb. 10, 2019

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8 Case Research Journal •Volume 39• Issue 3• Summer 2019

Exhibit 2 - Green Zebra Grocery Customer Reviews. GZ#1: 275 friends, 1 review, FOUR STARS, 12/1/2018

I go to the Lloyd GZG just about every day. When my post-gym hanger sets in, I know I will find a plethora of options to tickle my tummy. The salad bar is stellar, the hot bar is always stocked with delicious, fresh and local picks, and they even carry my favorite ground turkey, Mary's. It's the only place I go to now. It's incredibly convenient for grab and go food, but they also have a curated selection of produce, wine, nuts and cheeses- Hello wine night with the girls!

Okay, I thought I was coffee-crazed before I moved to Portland, however, the obsession here is next-level. GZG serves Stumptown - which is now my favorite coffee ever and the barista, Andrew, not only knows my name but my order. I’ve never been to a grocery store that has friendlier employees or feels more like a little family. Everyone truly seems to enjoy their jobs and the inviting environment has led me to recommend GZG to my co-workers and friends alike. You won't leave without a warm welcome and a happy belly.

GZ#2: 348 friends, 346 reviews, TWO STARS 3/10/2018

My first purchase there was cheesecake for $8.50 which was expired. Had to go back and ask for money return. There were nice and fast in that. But this store ONLY gets 2 stars. It's sooo expensive. I see same things in other stores much much cheaper. People are desperate because we don't have supermarkets around. Organic tangerines are 2 lbs for $6.99 and I buy the same tangerines in Trader Joe's for 3.99. Their sandwiches cost around $8-9 with some tuna melt- seriously???? Meat and chicken pricing also crazy... GZ#3: 2 friends, 41 reviews, FIVE STARS 11/6/2018

Wow! I am so excited that stores like Green Zebra exist. I think most of us would like to have a healthy lunch option while we are at work, but that often isn't the case. Green Zebra is my go-to spot for lunch and I always leave feeling satisfied and like I spent my money wisely. It also comes in handy for the days when I need one or two items from the store and don't have the time to go all the way to New Seasons. I can't praise Green Zebra enough. Thank you! GZ#4: 94 friends, 3 reviews, FIVE STARS 11/6/2018

They always have tasty treats to get me through the afternoon. The hot bar is delicious. And the staff are always kind and courteous! GZ#5: 4460 friends, 1372 reviews, THREE STARS 8/25/2017

hmmmm

I go here a lot. It's like a block from my apartment, so by default I end up here fairly often grabbing a thing here or there. After six months or so of experiences, I need to downgrade to 3 stars. I mean, they're still good... but A-OK is definitely closer to my feelings than saying I'm a fan.

I still really like the hot bar. In fact I ate lunch there today and just had a huge plate of carnitas and chicken tinga. It was delicious. The problem is that it's so clearly geared

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This document is authorized for use only by Jiarui Ma in Green Zebra Spring 2024 taught by David Kreutter, Columbia University from Jan 2024 to May 2024.

Validate or Pivot? 9

towards the office crowd that if I come in even at like 6:30 and try and get stuff, it's picked over and won't be replenished the rest of the night. Sucks that it's less of a neighborhood amenity and more of a place for office workers.

The staff is VERY friendly and helpful. They must really enjoy working for this company because they are genuinely pleasant to be around. Says great things about the hiring. Prices are just cray. CRAY I tell you. I almost always sort of wince when I get my total here.

Produce is a mixed bag. They're all organic and local and blah blah blah, but often times it looks worse for the ware. Not everything, mind you. But for example the bananas oftentimes look like they're about ready to turn. Or I've bought cherries that were bad two days later. That being said, I've also bought some of the most delicious peaches I've ever had in my life.

Meat selection is crazy limited. GZ will still see plenty of me. But my enthusiasm has worn off. GZ#6: 383 friends, 565 reviews, FOUR STARS 10/29/2018 I weirdly enjoy checking out grocery stores when on vacation. Even if it is a pretty standard one, you really get a taste (literally AND figuratively, hahaha) for what is popular in that area. Green Zebra, while not exactly specialty, is more on the natural side. It's a cute lil' neighborhood market, and far enough out of the city that there is actually a parking lot AND spaces available. Hurrah!

The store is rather small, and aisles are narrow, but it is not too bad. They had an appreciable amount of wine and beer, bulk staples, and pre-made meals. The produce selection was small, almost disappointingly so, but I picked up two locally grown apples, one of which was a rosy fleshed Pink Pearl, and that basically made my whole vacation. They also had some great chocolate and candy bars.

They were busy around dinner time, and those prepared meals must be quite good, 'cause a lot of people were grabbing 'em. The wait to check out was minimal, the cashier friendly. If I lived nearby it probably wouldn't be my go-to grocery store mostly due to the prices (but also selection is somewhat limited simply due to size), however it would definitely be the spot for forgotten ingredients, special treats, and quick dinners. GZ#7: 6 friends, 48 reviews, FOUR STAR 8/9/2018

Quality but pricey. Don't go fully shopping here but grab certain items you need. I go all the time for the deli, meats and beer. Produce is expensive though. They have cake from Posi's which is amazing (pistachio ftw).

One thing that has bothered me is that whenever I get milk here it seems to go bad really quick compared to other stores. More than once I've bought milk that went sour way earlier than the date in the carton. I've never had that problem elsewhere. Maybe their fridge isn't cold enough? Not sure. GZ#8: 90 friends, 265 reviews, FOUR STARS, 3/30/2018 Convenient neighborhood grocery store like those that existed in the 60's before the big groceries captured our hearts and we abandoned the local store for cheaper prices and the joy of driving.

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This document is authorized for use only by Jiarui Ma in Green Zebra Spring 2024 taught by David Kreutter, Columbia University from Jan 2024 to May 2024.

10 Case Research Journal •Volume 39• Issue 3• Summer 2019

Nice store with great bakery, good fresh meat, decent produce and a fair wine selection, although i would prefer more Oregon options. Staff is friendly, store is clean and while things are expensive, it is great to have the neighborhood grocery store. GZ#9: 331 friends, 32 reviews, FIVE STARS 10/15/2018

Okay, I've been schooled- the Green Zebra in the Lloyd District has totally won me over to the value of this place. Not only is the staff unerringly friendly and pleasant, the selection is flawless and there is never a way. Way to find your place in PDX!! My only gripe would be more locations that stay open until 11 or midnight. GZ #10: 0 friends, 17 reviews, FIVE STARS 11/6/2018

This is not the kind of place you want to go full on shopping. It is the place for that special kind of service, that will blow you away! I had a last-minute dinner party sprung on me, so it was a fake it don't make it moment. I thought of green zebra and their crab cakes. Drove down from Vancouver, only to get there and find out they didn't have any. I know call First dummy me. When Jeff and Nick behind the counter found out the predicament I was in. Asked if I could spare 30 minutes so they could hurry and make me everything I needed for my dinner party. I just want to say thank you to the guys for saving my day! GZ#11: 155 friends, 9 reviews, FIVE STARS 10/26/2018

I am a PSU student and I live on campus. I love the Green Zebra and it's employees. I would MUCH rather shop here than safeway (really the only other option in the area). This store is basically like a whole foods or new seasons but smaller, and with lots of local foods! Some of their items are a bit overpriced, but there are also some good deals, if you look around I'm sure you can find something that suits your needs. They have great beer, wine, and coffee selections, and lots of vegan/gluten free options (I'm a vegan).

I go into the store quite regularly and have gotten to know Marcus and Jeremy over the last year or so. These employees have really stood out to me, they both deserve a raise IMO! Always very kind and helpful with just about anything I've needed. They really foster a positive environment and build high quality connections with folks who come to the store.

I've heard they provide benefits for their employees, let them play their own music, and it seems in general their employees are fairly happy working there. They often have samples when you walk in, and they offer discounts for students :) GZ# 12: 73 friends, 183 reviews, FIVE STARS 7/4/2018

This place is the best. Clean, friendly, wonderful selection of local delicious goods as well as grocery staples, and most importantly, reasonable prices! With the specialty items they have you'd think it'd be outrageous, but it's cheaper than New Seasons. And it's a godsend to this area. PSU students are lucky to have this. I've gotten salads from the deli as well as cookies and pastries from the bakery case.

My favorite find thus far though are the single cake slices from Posie's, a local bakery and cafe. A good sized portion for only 4.50!!! I'd never had them before because Posie's is actually pretty far away and inaccessible from where I live, given I take public transit. But if you're a cake lover you must try! The carrot cake slices I got was moist

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Validate or Pivot? 11

and full of carrots and pineapple and the the icing a perfect balance of sweet and creamy with a subtle tang from the cream cheese. Find it towards the back in the refrigerated section. I'm so glad I work downtown and can start frequenting this place. Almost as good as my Mama's carrot cake. The closest I can get living 2,600 miles away. GZ#13: 4991 friends, 996 reviews, THREE STARS 7/17/2017

The food and beverage options keep improving near PSU. Love this store especially the $1.50 coffee (small cup size is just right.). And the Bunk Sandwich annex inside is a blessing: Egg & Cheese is a standard, opt for the runny version. These smaller, quality product storefronts keep gaining popularity. For quite sometime, the retail vibe didn't match the PSU ambiance. This is not a drive-TO place, but perfect for pedestrians, especially students. Staff was cool and upbeat.

GZ#14: 230 friends, 121 reviews, FOUR STARS 10/28/2017

This is a quaint grocery store that offers many organic food options. Think of a simplified Whole Foods. They don't have millions of brands and options, but they have 1-2 brands for every type of food/item. They also have a large wine/beer selection and an area for you to get a freshly made sandwich or salad. They also have beer/kombucha on tap for you to pour and take home. GZ#15: 143 friends, 107 reviews, FOUR STARS 7/24/2017.

This place is categorically better than both generic supermarkets or 7-11 type convenience stores. With a full deli, coffee bar, and groceries, green zebra is a convenient place for students or office workers who need to restock their lunch supplies or who need a quick bite to eat.

I work downtown so I try to make my lunch as often as possible. Without bread or lunch meat, the appeal of the food carts is too great (and unfortunately too expensive).

Located right in the middle of PSU, green zebra is perfect for me as I can walk less than 10 minutes and restock my lunchmeats and condiments. With such a small foot print, this place obviously isn't going to compete with the selection at a supermarket like Safeway. Despite the limited selection, the green zebra boasts a lot of local and/or high quality brands, such as daves killer bread (which is very much appreciated). As such, the Sandos I make over my desk are better than the average white bread-oscar Meyer bologna sandwiches.

When not in the mood for a working lunch, green zebra also makes RIDICULOUS tasting sandwiches. They technically have two delis, the regular store deli and "bunk sandwiches." The sandwiches here are better than many stand alone sandwich shops (*cough* subway *cough*).

To top it all off, they have an espresso bar that serves pretty decent coffee.

The convenience and the quality of the store means that prices are going to be a little bit more expensive than average. But the goal isn't to buy groceries for a family of 4. For the purposes of kids in dorms or office folk with cafeteria fridges, green zebra does the job!

Source. Excerpts from Green Zebra YELP Reviews. Retrieved Dec 20, 2018, https://www.yelp.com/biz/green-zebra-portland

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12 Case Research Journal •Volume 39• Issue 3• Summer 2019

Exhibit 3 - Amazon Go Customer Reviews. AG#1: 35 friends, 22 reviews, FIVE STARS 12/16/2018

Definitely a must try and glimpse into the future of shopping. Make sure to download the AmazonGo app on your device before getting in.

It's straight forward shop, decent prices. Scan the app for every person with you Choose your items and go.

It's that simple.

Im hoping I get some in NYC one day. AG#2: 266 friends, 726 reviews, FOUR STARS 12/12/2018

Cool store and concept...there seemed to be mostly tourists checking out the store, but it was a late Sunday afternoon when I, a tourist stopped in with my friend who lives in Seattle!

I just bought a few of the amazon go/theos chocolate bars, reusable bags & a coffee mug for gifts...the rest were pretty much groceries and stuff that locals would need to buy on their way home from work.

I think if I were to go to another Amazon go store, it would be for snacks and stuff while in town...as long as it is in a convenient location. AG#3: 39 friends, 8 reviews, FOUR STARS 11/24/2018

Amazon Go opened on Monday, so as soon as I clocked, I walked down to Amazon Go and got in line. Yes, I waited in line to go to the new grocery store where there are no checkout lines. The irony is not lost on me. But then again, this is Seattle, and we own our lines and waiting in them is a badge of honor for us. Especially if it's raining. And also, it was opening day of this brand-new technology, and everyone wanted to check it out.

As the new "just walk out" grocery store, there are no checkout lines. "Computer vision, sensor fusion, and deep learning" allow the store to automatically track when you pick up and put back items, then when you've finished shopping, you can just head on your way, no checkout required. Your Amazon account will be charged for whatever you walk out with.

First off, I've seen a few misconceptions about Amazon Go floating around, so touching on them seems to be a good place to start. Real people do actually work there, and there are zero robots. There's an entire kitchen team whipping up the ready-to-eat salads and sandwiches, doormen to answer questions and give out free Amazon Go reusable shopping bags, and guys stocking the shelves. There are at least a couple people near the doors, to help people get scanned in if they're having technical difficulties. And a guy standing by the liquor who'll card you and keep kids from grabbing it. It's just that they aren't working as cashiers.

It's not really replacing your grocery store. Or mine; at least not in this iteration. It's a convenience store, but upgraded. There are bottled and canned drinks, snacks and chocolates, sandwiches and salads, liquor, take-and-make boxed dinners (very similar to something like Hello Fresh), a few household and pantry staples like toilet paper

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Validate or Pivot? 13

and ramen (that's a staple I promise), and a tiny little bit of fresh meats. There are quite a few local Seattle products available, like Theo's Chocolates and Tim's chips. But there are no aisles, no rows of fresh produce. And it's not very big at 1,800 square feet. It's designed for quick trips.

The Amazon Go app provides a QR code that you scan to enter the store and start your shopping session. The gates look a lot like subway terminal or theme park gates, and they open up when you scan your code. The app itself links up to your Amazon account, and you can choose your payment method from the ones listed there.

If your phone is dead when you get there, they have chargers available so you can quickly power-up and scan yourself in. Once inside, the world is your oyster. I tested out picking up several different items, walking around with them, and then putting them back. We'll pretend it was for research and not because I'm indecisive. If you need spot to microwave and nosh on whatever you just picked up, Amazon has you covered. There's a small seating area with microwaves, napkins, plasticware, and most importantly: hot sauce packets, free wifi, and charging stations.

I won't lie, it was a bit awkward to "just walk out." It does feel a little like you're shoplifting the first time you go. Everyone I saw there was just as awkward and hesitant to leave. We've spent our whole lives being told we're not allowed to take things from stores, and it's probably going to take some getting used to. The only real danger I see is the same one that's been around for a while with credit cards: people over-buying because it doesn't feel like you're actually spending your money.

But rest assured, you are. A few minutes after I left the store, I got a notification showing me the items the store claimed were in my bag when I left. I had the opportunity to remove items from the receipt that I felt I was charged for incorrectly, but there were none. All of those things I'd picked up and walked around with and put back did get removed from my virtual cart.

Fun fact: it also tells you how long your shopping trip was. I clocked in at 10 minutes and 9 seconds, most of which was walking around taking pictures and seeing what was available.

Right around an hour after I approved of my cart, I got the email receipt showing that my Amazon account, and therefore my debit card, had been charged. But how was the food? I really enjoyed the BKLT Wrap I got. And some of those salads looked wonderful. I especially want to try the Steak Nicoise Salad next time I stop in, since it was sold out by the time I got there. Overall, it was a cool experience, especially to get to go to the very first day. I'll probably be back at some point. If you're in a rush, I could see this being a handy option to have. AG#4: 368 friends, 537 reviews, FIVE STARS 11/14/2018

So cool! It felt like I was in the future. I had to check out Amazon Go while in Seattle. I downloaded the app before I arrived and was ready to go. Don't wait until you get there and then hold up the line/block the entrance while your are downloading the app. I looked around, picked up and put back several things before leaving. My receipt was emailed to me within minutes and was accurate.

I would love for this technology to be more widely available. I can be impatient. Many times I have left a store without buying because I was only getting a few things and the lines weren't worth the wait.

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14 Case Research Journal •Volume 39• Issue 3• Summer 2019

AG#5: 844 friends, 2181 reviews, FOUR STARS 11/5/2018

First store and still the best. While a couple new Amazon Go stores have opened up, this one still reins supreme because it is the largest of them all. The other stores in downtown Seattle and South Lake Union have a smaller selection of items to choose from and feel more like a convenience store than this store.

While this store has the convenience store feel, it does offer the luxury of being next to a park space which makes for a nice place to have a picnic during the warmer months. The prepared foods are very reasonably priced and are a better value than going to a restaurant for a similar meal.

The grocery selection is fine. Prices are higher, but can be worth getting in some instances like that loaf of bread from Macrina Bakery for dinner on your way of home from work or that can of soda to go with your lunch.

As for the accuracy of my purchases, I have been here many times and my receipt has been always correct. If you are in the area, it is worth grabbing some food at Amazon Go to check out the technology but also because it is one of the most reasonably priced eateries in the neighborhood. AG#6: 13 friends, 207 reviews, FOUR STARS 10/10/2018

Store: A quick grab and go deli, small Whole Foods. Next to the sphere of amazon. A lot of tourists.

Prepare: Amazon Go app needed before going in. Only two staffs in store. Instructions given at the front door for first timers. Wait: Line forms outside, most of the customers are not local. They stop people going in to control traffic. Price: standard whole food price. After thought: A very interesting concept but a little disappointed on the selection. AG#7: 14 friends, 114 reviews, FIVE STARS 9/11/2018

This is so Amazing. Scan in via app and anything you pick up is automatically charged. No checkout. No wait. A must see. They have free reusable carry bags if you need one.

The store has fresh yogurt, parfait, sandwiches and fruit cups. They even have a wine and beer section in the back. If you cook, they have pre-made meal kits. There are a variety of drinks. The lavender flavored sparking water (soda) is very good. They also have a few selections of the thin Fran chocolate bars. AG#8: 50 friends, 164 reviews, FOUR STARS, 9/7/2018

This store reminds me a lot of 7-Eleven minus having to pay with credit card or cash.

Before entering, you must download the Amazon Go app and sign into your amazon account. Then you can enter through the electronic gates by scanning your phone. Once you're in, go get yourself a free orange Amazon Go reusable bag to put your items in.

I said it reminded me a lot of 7-Eleven because it sells a lot of drinks, snacks and various food items. However they do sell prepackaged meals as well like Blue Apron. It is a very tech oriented story and once you put all your items into your bag, you can simply walk out and several minutes later you will get a detailed emailed receipt of all the items you purchased.

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Validate or Pivot? 15

AG#9: 603 friends, 988 reviews, FOUR STARS 12/2/2018

The OG Go is bigger than the others so much more comfortable to shop in even though there are more tourists. Download the app first so you don't have to wait outside. The store is very unique - your guests can enter with you, walk out separately, and you'll get all their charges, haha. The prices for most things marked up but not significantly. Some things like yogurt and specialty drinks are about the same as a Whole Foods or full-priced Safeway item. Come check it out and show people around. Not sure how practical it is to shop here every day. Most of the items are food/meal related (even take-home meal preps). If this was situated closer to apartments, residents would likely want more home-good items. AG#10: 181 friends, 121 reviews, FIVE STARS 5/2/2018

The convenience this store offers, is an addiction. Didn't realize it until I got addicted. Its a grab and go store with no check out lines. You basically just walk in, scan the Amazon go app at the door, take what you need, and walk out. Amazon automatically bills this to your Amazon account and sends you a receipt within minutes. I've tried to make their system fail by picking up stuff and putting it back. They never charge me a penny more :)

They have plenty of great lunch options- Sandwiches and salads. They also carry basic necessities and snacks. Prices are the same as any other store. (I have compared this) If only they would widen their store offerings-' More groceries- I would never shop anywhere else. AG#11: 11 friends, 131 reviews, FIVE STARS 2/2/2018

It was an overall awesome experience. No hiccups, line was quick, and it was all really simple to use. I got a free reusable amazon bag. You have to download an app to get into the store and you pick up the things you want then you leave. It's really that simple.

Also, very accurate. I wasn't charged for anything I didn't get. I got my receipt relatively quickly and the app you have to use is easy and intuitive. The store is smaller than I thought. I hope they find out a way that you don't have to wait in line. But it's so new everyone wants to see it. So hopefully it'll die down in a while.

The prices are comparable and not incredibly expensive nor is it super cheap. They have most of the basics. It's not an extensive store but they also have an alcohol section. It'll do if you need a quick bite or are in the area. I'm not going to go out of my way to shop there. It was clean and well maintained and the workers there helped keep it organized and not too crowded. Overall, super cool and an awesome experience.

Source. Excerpts from Amazon Go YELP Reviews. Retrieved Dec 20, 2018: https://www.yelp.com/biz/amazon-go-seattle-4

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16 Case Research Journal •Volume 39• Issue 3• Summer 2019

Exhibit 4 - 7-Eleven Customer Reviews. E#1: 454 friends, 140 reviews, FIVE STARS, 10/4/2018.

This 7-11... really I never thought I would rate a 7-11. Cause it's convenient. You don't go there for great service. But I got convenience and GREAT SERVICE is what I got. The employees were funny and made waiting for gas a good time. They are hooting and hollering, working together. It was a pleasure to come here!

Who would expect that?! I have never seen this at a gas station!!

Also, I was behind a customer who went inside and took forever to come back out. Three employees said I could move and wanted to make sure I wasn't wasting my time waiting for a customer!

So nice!! 7-E#2: 61 friends, 1113 reviews, TWO STARS, 9/2/2018

I've never been so inclined to write a review for a 7-Eleven, because I rarely ever set foot inside of one. But, this location definitely deserves a negative review so they can actually retrain their employees.

When I pulled up to get gas, I was expecting the guy who was "trying" to put in the garbage bag to put it down so he can come & assist me. However, he looked over & kept doing his thing like he was ignoring me on purpose.

The other guy from across the way saw me and came over, probably wondering why his buddy isn't helping me.

I gave him my credit card & he filled my tank, while the first guy decided to comment on why he didn't go and help the other person & let the second guy do it instead. He said that the driver didn't look like he could afford to tip him. Really? Wow!

If you just stand there and judge people on the way they look, no one will ever tip you, buddy!

Go and do your job whether the customers tip you or not. It is part of your duty of a gas station attendent in the state of Oregon! Sheesh! The second star is only because the second guy was friendly even though his buddy was a total jerk! 7-E#3: 0 friends, 76 reviews. ONE STAR, 11/7/2018

The wait to get gas is ridiculous. For 6 isles they have two people. The car wash in that location is always either gets broken or doesn't print a receipt and then good luck getting receipt from these not so bright people inside. 7-E#4: 0 friends, 1 review. ONE STAR 8/4/2018.

I am a regular at this 7/11. I am a driver who spends an average of 250.00 a week. Tonight I stopped in to get a drink and smokes. While digging out the .19 cents to make my purchase two small scraps of paper fell to the floor. The male clerck who was working the register at 11:25 pm demanded I pick up the scraps of paper. He closed the cash drawer and just stared at me. He still owed me 11.00 dollars change. He refused to give me my change until I picked up the two small scraps of paper! If this is the kind of employee that 7/11 wants representing them. I am more then happy to use the other 7/11 gas and convenient store a mile away. They're gas prices are about 5 to

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Validate or Pivot? 17

10 cents cheaper anyway. I do plan on speaking with the manager about this. Nobody needs that kind of treatment. 7-E#5: 205 friends, 67 reviews, FIVE STA RS 1/5/2018

The store itself is totally fine, always stocked, the employees are very polite. Has an ATM inside, the food is available quickly (pizza, hot dogs, wings). It's a 7-Eleven but a nice clean one. 7-E#6: 7 friends, 34 reviews, THREE STARS 2/16/2018

This is your standard downtown 7-11 with homeless punks in front and silent cashiers. The cashiers start to warm up to you after you've purchased your 3rd big gulp, so that's nice. The Red Bull is never out of stock and they can hand you any pack of cigs in less than 7 seconds. What more do you really want from a 7-11? Will happily continue buying Red Bull from this 7-11. 7-E#7: 68 friends, 137 reviews, TWO STARS 4/13/2018

To be honest this is the only 7-11 I've been to in years. After risking your life to enter past droves of angry homeless folks sprawling on the sidewalk in front of the door, it's disappointing to find such a tiny selection of items. For how large the store is, I'm always surprised by how few items the carry. They always seem to be out of what I want. 7-E#8: 307 friends, 165 reviews, ONE STAR 10/12/2017

Perfect downtown location if you can bypass the homeless blocking or approaching you at the doorway, weird layout that suddenly drops down a few steps. Typical 7-11, my issue is that the workers here seem MISERABLE. The other day the guy in front of me was trying to decide if he wanted to order something from the hot foods section near the register, when he changed his mind the lady gave him the nastiest attitude. Another visit the guy cashier wouldn't let me use my debit card. Add that along with the lack of smiles with everyone I feel 1 star is generous. Luckily their location is super convenient, probably the only reason they get business. 7-E#9: 43 friends, 96 reviews, FOUR STARS 6/20/2007

As far as convenience stores go, this has to be the least skeezy one I've seen in a long time. I normally wouldn't bother rating one, but damn, since when are they actually convenient enough to tolerate the skeezyness?

The staff are very friendly, and often listening to classical or NPR. The place is always clean, and the shelves always well stocked. It's well-lit, inside and out, and out of the hundreds of times I've been here, I've only been hit on once. I've never seen a drug deal, fight, or transient in the parking lot or generally hanging about, which is downright odd. I'm awfully pleased this place is here. It's saved me in many a pinch, from emergency 7-Up and Pepto situations, to when the beer at my flat reaches a critical level. 7-E#10: 29 friends, 42 reviews, THREE STARS 8/31/2018

They will hang up the phone on you! Not once, but twice! Bad service! And then I go there and they don't even have what I needed but instead of jus telling me this on the

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18 Case Research Journal •Volume 39• Issue 3• Summer 2019

phone I inconvenience myself and go all the way there, waisting precious time when they could have just communicated that they didn't have it while I was on the phone 7-E#11: 0 friends, 1 review FIVE STARS 9/30/2018

This 7-11 is my favorite place in the entire world. They carry my cat's favorite food, my favorite dry shampoo, a wide drink selection, Digiorno pizza and tons of great snacks. Living at this end of the junction and being able to walk here for random things is a dream. The hot dog situation is unrivaled, the keychain selection unparalleled and the service is friendly. 7-E#12: 113 friends, 15 reviews, ONE STAR 5/18/2018

It's the worst experience I ever encounter in a 7 Eleven. The store is filthy and the staff is always on the phone and that includes the manager. I gave them a few trials as I live in the neighborhood. Every single time, they won't acknowledge you when you are walking in. On my most recent visit I purchased a product with a freshness date well passed due. I kindly asked to exchange my product and in front of other people I was told to leave if I wasn't happy with what I had just purchased. I felt ripped off and embarrassed. Quite honestly I'm not sure if they understood that all I asked for was to exchange it for a fresh one (potato chips) as they speak very little English and neither do they speak Spanish. I drove away and won't be back. Please take your phone down, clean your filthy store and make your clientele feel welcome. 7-E#13: 0 friends, 32 reviews, STARS 11/7/2018

This is a very busy place. The cashiers have always been good to me, but the people that come here are another story. This store seems to pull in the worst of Tigard. 7-E#14: 0 friends , 32 review, FOUR STARS 1/9/2018

This 7-11 charges $1.29 for a soda refill. Go to the McDonald's next door and pay $0.99. Good grief. 7-E#15: 16 friends, 16 reviews, THREE STARS, 12/14/2017

I like all the people there except the chick that won't get off her phone(!)... works with one hand and doesn't pay attention even when she has a large line. Everyone else are incredibly helpful and awesome... I'd like to see corn dogs and those hamburger big bites... DONT GO THEREFOR COFFEE IN THE MORNING... they only brew the weak stuff..it's taken me months to realize this isn’t the place for coffee.

The graveyard guy is legit. Guards the company from illegal booze sells... don't go here if you're drunk... you will not be served

Source.: Excerpts from 7-Eleven Yelp Reviews Retrieved Dec 20, 2018, https://www.yelp.com/biz/7-eleven-portland

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Validate or Pivot? 19

REFERENCES 1 Bell, Jon (June 15, 2018), “Green Zebra Hunts $10M, Plots National Expansion,” Portland Business Journal, p. 17. 2 Soper, Spencer (9/19/2018). Amazon Will Consider Opening Up to 3,000 Cashierless Stores by 2021.” Accessed 12/20/2018 from: https://www.bloomberg.com/news/articles/2018-09-19/amazon-is-said-to-plan-up- to-3-000-cashierless-stores-by-2021 3 The UpRound by Circle-Up (April 23, 2015).”With Green Zebra Grocery, Lisa Sedlar and team are Rethinking the Modern Convenience Store.” Retrieved June 1, 2018 from: https://circleup.com/blog/2015/04/23/with-green-zebra-grocery-lisa- sedlar-and-team-are-rethinking-the-modern-convenience-store/. 4 Phil Lempert (Oct. 22, 2018). “Green Zebra Grocery Wants To Grow As Fast As Its Tomato Namesake.” Retrieved May 3, 2019 from https://www.forbes.com/sites/phillempert/2018/10/22/green-zebra-grocery- wants-to-grow-as-fast-as-its-tomato-namesake/#2ceba4b25091 5 NACS, (April 12, 2019). “Selling America’s Fuel.” Accessed December 17, 2019 from https://www.convenience.org/Topics/Fuels/Who-Sells-Americas-Fuel 6 Mintel Group Ltd. (March 2018). “Executive Summary, Convenience Store Foodservice US,” Mintel Group Ltd. pg. 1-8. 7 Drew Mize (1/07/2019). “Convenience Store Retail Trends, Year in Review & 2019 Outlook,” Convenience Store News. Accessed on April 21, 2019 from https://csnews.com/convenience-store-retail-trends-year-review-2019-outlook. 8 Mastroberte, Tammy (10/31/2016). “Fuel-Free C-stores Make Food the Star.” Retrieved April 21, 2019 from https://csnews.com/fuel-free-c-stores-make-food- star. 9 Aaron Smith and Monica Anderson (Dec 19, 2016). Online Reviews, Pew Research Center: Internet & Technology. Retrieved May 3, 1018 from: https://www.pewinternet.org/2016/12/19/online-reviews/ 10 Excerpts from YELP reviews of Green Zebra, Amazon Go, and 7-Eleven stores operating in the Pacific Northwest Retrieved December 20, 2018.

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