iStart Valley The Phoenix Challenge 2026
Download the PDF below to see full case challenge and competition detailsBrief Scenario:
Bella’s Family Kitchen is a family-owned neighborhood restaurant that has served its community for more than 30 years. Despite its strong reputation and loyal customers, the restaurant has experienced a 35% decline in foot traffic over the past two years.
With limited social media engagement, growing competition from restaurant chains and delivery brands, and younger customers increasingly discovering restaurants through TikTok, Instagram, and YouTube Shorts, Bella’s needs a new approach. With a marketing budget of only $500 per month, the owners have turned to NextWave Media for help.
Participants must develop a practical and innovative social media marketing strategy to attract Gen Z customers, increase restaurant traffic, strengthen the restaurant’s online presence, and support its long-term survival.
Your two-page plan should clearly outline:
Marketing Strategy & Decision-Making
- The restaurant’s key challenges, strengths, and target Gen Z audience.
- Your recommended social media platforms, content, promotions, partnerships, and engagement strategies.
- How your strategy will turn online engagement into restaurant visits and repeat customers.
Innovation & Gen Z Engagement
- Creative ideas that appeal to Gen Z while preserving the restaurant’s authentic, family-owned identity.
- Ways to differentiate Bella’s from large chains and delivery-focused brands.
- Practical strategies that can be implemented with limited resources.
Budget & Feasibility
- A detailed allocation of the $500 monthly marketing budget.
- A realistic 3–6 month growth plan that can be sustained over time.
Evidence & Measurement
- Support major recommendations with at least four credible sources.
- Include relevant statistics, trends, or examples to support your strategy.
- Define measurable goals for reach, engagement, follower growth, customer visits, repeat visits, promotions, and marketing return.
Judging Rubric
Submissions will be evaluated on a scale of 1 to 5 based on:
- 1. Comprehension
- 2. Decision-Making
- 3. Innovation
- 4. Feasibility
- 5. Evidence
Submission Rules
- Length: Maximum two pages. Submissions exceeding two pages will not be reviewed.
- Format and Layout: Any format is acceptable, provided it is clearly structured and legible. Creative layouts, including posters, are encouraged.
- Team Size: One to three participants
- Begins: October 8, 2026
- Deadline: October 31, 2026, 11:59 PM CST