Case Study - Food waste management startup

Client overview

Avvale supported an early-stage UK food waste management startup focused on connecting restaurants with unsold surplus food to nearby consumers at discounted prices. The model was comparable to platforms such as Too Good To Go, but with a region-first rollout strategy and a structured plan to expand nationally across the UK.

The founder approached Avvale with two objectives: validate commercial feasibility in the UK market and formalise the venture through professional documentation suitable for investors and the UK Startup Visa route, now known as the Innovator Founder Visa.

• Sector: Food Waste Management and FoodTech
• Geography: United Kingdom
• Deliverables: Market Feasibility Study, Business Plan, Pitch Deck
• Use case: Market validation, scale planning and Innovator Founder Visa documentation

The problem

Food waste represents a significant operational and financial inefficiency for the hospitality industry. Globally, around one third of all food produced is lost or wasted each year. In the UK, food waste costs pubs, restaurants and foodservice operators an estimated £2.5 billion annually. At the same time, millions of people face food insecurity while over nine million tonnes of food are discarded each year.

• Lost revenue from unsold inventory
• Disposal and compliance costs
• Increasing reputational and regulatory pressure

The founder identified an opportunity to monetise surplus food, reduce waste and support responsible consumption. Before committing resources, she needed a clear view of viability, competition and scalability within the UK market.

Our engagement

Avvale delivered the engagement in three structured phases designed to move the business from validation to execution. The work combined primarily secondary market research with targeted primary inputs, followed by a full business plan and a concise pitch deck aligned with endorsement and investor standards.

Phase 1: Market feasibility study

The feasibility study was designed to answer one core question: whether the business model was viable in the UK and where it should launch first. The study was based primarily on secondary market research, supported by targeted primary research inputs.

Scope of work

Market size and regional targeting

We analysed restaurant density across UK regions to identify high-potential launch locations. This allowed the client to prioritise areas with sufficient supply, demand and operational density for an initial rollout.

Industry and market trends

We assessed trends within the UK food service and hospitality sector, including the rise of app-based surplus food platforms and growing consumer demand for sustainable and value-driven solutions.

Competitor analysis

We mapped both UK and international competitors operating in food surplus and food preservation markets. This included app-based marketplaces, curated surplus food offerings and hybrid models. Pricing structures, commission models and restaurant onboarding strategies were reviewed in detail.

Customer analysis

Customer insights were derived from existing surveys, competitor disclosures and industry reports. We identified key customer segments, purchasing motivations and behavioural drivers, with particular attention to price sensitivity and sustainability awareness.

Strategic analysis

SWOT and PESTLE analyses were conducted to assess commercial strengths, risks, regulatory factors and the broader policy environment supporting sustainability-led ventures in the UK.

Phase 2: Business plan development

Following market validation, Avvale developed a full business plan designed to support growth planning, investor discussions and visa endorsement requirements. The plan translated research into a practical operating strategy and a defensible positioning narrative.

Business plan coverage

• Executive summary
• Company overview and vision
• Industry and market analysis
• Competitive landscape and positioning
• Go-to-market strategy
• Revenue model and pricing
• Scalability and expansion roadmap
• Innovation and differentiation
• Commercial viability and risk assessment

Phase 3: Pitch deck development

To complement the written plan, Avvale created a concise pitch deck aligned with Innovator Founder Visa expectations and investor presentation standards. The deck presented a clear story with validation, differentiation and rollout strategy made easy to understand for reviewers.

Deck coverage

• The problem and market opportunity
• Key findings from the feasibility study
• Competitive positioning and differentiation
• Business model and rollout strategy
• Founder vision and credibility

Results and impact

By the end of the engagement, the founder had a validated and data-backed market opportunity, a clear regional launch strategy and a national expansion roadmap. She also had a professional business plan and pitch deck suitable for endorsement review and investor discussions.

Key outputs

• Market feasibility study with regional targeting and competitor benchmarking
• Execution-ready business plan suitable for investors and visa endorsement
• Pitch deck aligned with Innovator Founder Visa criteria and investor expectations

Why this case study matters

This project demonstrates Avvale’s ability to support founders entering competitive and regulated markets with documentation that must withstand serious external scrutiny. We focus on market validation, strategic clarity and execution-ready planning, not generic business plans.

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