Case study 3

How We Pivoted During COVID and Unlocked a More Profitable Business Model

01

The Challenge

Right before COVID hit, our business was on a strong growth trajectory, with products distributed across 400 petrol stations in the UAE. Everything was moving in the right direction—until the pandemic changed everything overnight.

With nationwide lockdowns, our gas station stock was frozen, sitting on consignment, expiring on shelves. Some locations even turned off their ACs at night, accelerating spoilage. On top of that, supermarkets saw a drastic shift in consumer behavior—people were only buying essentials and rushing home, not thinking about protein snacks, gym nutrition, or on-the-go healthy options.

For eight weeks, we had zero sales and were staring at the company’s collapse in real-time. The situation was dire. We had to pivot fast to survive.

02

The Breakthrough Insight

Following our core philosophy, we started with the customer. Instead of asking, "How do we sell more?", we asked:

What are people struggling with during COVID?
What do they need right now?

The answer was obvious—people were stuck at home, constantly snacking, gaining weight, and lacking structured nutrition. No one was working out, but everyone was stress-eating.

This led to our pivot: curated snack boxes designed for home consumption.

03

The Solution: Rapid Digital Transformation

We needed to move fast and cost-effectively, so we executed the following steps in record time:

Revamped Our Website on Shopify – We completely rebuilt our online store, focusing on a direct-to-consumer (DTC) model, something we had previously neglected.
Created Curated Snack Boxes – Instead of selling individual snacks, we bundled products into weekly snack boxes tailored to dietary preferences, offering portion control and transparency in nutritional intake.
Scrappy But Effective Product Photography – With no access to a studio due to lockdowns, we shipped products to a photographer’s home, who conducted the shoots in his living room.
Launched and Marketed the Boxes Online – We leaned into digital marketing, targeting people looking for structured snacking at home. The boxes became a massive hit—not only did they generate revenue during COVID, but they unlocked a whole new business channel.

The Results: A More Profitable,
Scalable Business Model

This crisis-driven pivot saved the company and opened our eyes to the untapped potential of e-commerce.

Prior to COVID, we had neglected online sales, focusing mostly on retail distribution.
After COVID, the DTC channel became a major revenue stream, allowing us to sell directly to consumers with higher margins and lower dependency on retailers.
This shift also increased our agility—no longer were we bound by retailer shelf space, promotions, or consignment risks.

The Takeaway

This case study is a testament to our ability to turn crisis into opportunity. By staying agile, customer-focused, and cost-conscious, we not only survived the pandemic but emerged with a stronger, more profitable business model.