• Food@home (A): strategic use of budgets

      Stouthuysen, Kristof; Roodhooft, Filip (2018)
      This is part of a case series. Food@Home is a Belgian online consumer food brand specialised in the home delivery of boxes containing recipes and ingredients. In two years, Food@Home created a new market and became the market leader. While at the end of 2015, Food@Home reported a negative operating income margin of 30%, the goal for 2016 was to was to break-even. To achieve this goal, Food@Home needed to upscale sufficiently and further successfully execute its strategy. To help with the execution and management of that strategy, John C, the financial director of Food@Home, needed to develop a budget. The CEO of Food@Home, Charles M, asked John to present an operating income and cash budget for the year ahead.