Case Study of the Week: Deliver Rootville wants Food Time to go local

March 21, 2021


You are to assume the role of the owner of Deliver Rootville, a small business that provides delivery services to the community of Rootville. You will be meeting with the owner of an independent grocery store to propose an exclusive business relationship.

Deliver Rootville has been operating for three years, providing the residents of Rootville delivery service. The business partners with area restaurants and retailers to provide the service. Each business that partners with Deliver Rootville is charged a flat monthly fee, and Deliver Rootville customers pay a $5.00 convenience fee for each delivered order.

Deliver Rootville has great ratings and pages of positive remarks. Customers repeatedly praise the business’s great customer service and love of supporting a local business.

The independent grocery store Food Time has three locations in the community. The owner of Food Time wants to begin offering grocery deliver services. The owner is considering using a large online grocery delivery service that is very well-known. The owner feels the large delivery service is the best choice due to its national reputation and their low $3.00 convenience delivery fee.

You will meet with the owner of Food Time to propose and persuade the owner to partner with Deliver Rootville for delivery services rather than the large national service.


Randi Bibiano
Competitive Events Specialist

As DECA’s competitive events specialist, Randi primarily authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also serves as DECA’s liaison for the Virtual Business Challenge and Stock Market Game. Randi assists with the recruitment of judges for both the high school and collegiate International Career Development Conferences. Randi has worked for DECA since 1998.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Product/Service Management
Identify company’s unique selling proposition
Identify internal and external service standards
Explain the role of customer service in positioning/image
Identify company’s brand promise