The Hatchery Co-Kitchen: Building a Scalable, Chef-First F&B Venture

For our final project, our team created The Hatchery, a premium co-kitchen venture built around one core belief: food entrepreneurs deserve a model that helps them grow, not just cook. I led the development of the positioning, mission, customer story, and full funnel marketing strategy, grounding our pitch in the real needs of food entrepreneurs and the gaps in the current market. 

As the financial model came together, I designed a tiered pricing structure that balanced accessibility with long-term profitability. This included defining membership tiers, price incentives, annual plans, upsell pathways, and value-add services such as marketing packages, photography, and event programming. These pricing mechanics became a key driver of our business case, supporting high occupancy, predictable revenue, and a scalable path toward expansion. 

The final deliverable was a full investor pitch deck covering market opportunity, competitive analysis, tiered pricing, customer journey, KPIs, and a detailed annual financial model. Our concept positioned The Hatchery as the chef-first co-kitchen for North Jersey—one that provides
infrastructure, compliance, growth services, community, and white-glove support designed for professional food operators.

My Role

✨ Positioning & Mission
Crafted the brand story and strategic narrative, reframing co-kitchens as growth ecosystems rather than rental spaces.

📣 Marketing Strategy
Built a multi-channel funnel with programs, content pillars, trust-building tactics, and launch plans to increase occupancy and retention.

💸 Pricing Architecture
Designed tiered membership models, shift-based revenue logic, annual incentives, and value-add upsells aligned with the financial model.

📊 Investor Pitch Contributions
Shaped the narrative flow, customer personas, competitor matrix, and the brand elements that carried through the deck.

🤝 Cross-Functional Collaboration
Partnered with finance, operations, and culinary strategy leads to align pricing, positioning, and business viability.

Tools:
Canva
Nano Banana
Financial Calculations
Research