Abstract

La Belle Assiette is a technology driven startup that brings together chefs and customers. Thanks to an online platform, customers browse for a chef and choose a menu and a date. On the day of the event the chef comes with all the ingredients and cooks in the customer’s kitchen, serves the dishes to the guests and leaves after cleaning the kitchen. La Belle Assiette was founded in 2012 and quickly expanded to European markets after raising a total of $2.2M (Belgium, UK, Luxembourg, Switzerland and Germany). This case describes the evolution of the startup in Europe and looks at the American market opportunity. The case provides ground for discussing B2B2C platforms and potential growth strategies of for a startup.

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