Thesis (MBA (Business Management))--University of Stellenbosch, 2010. / INTRODUCTION: This research report investigates the feasibility of an innovative food outlet in Cape Town called HOME CHEF. The food and groceries industry is continuously changing to suit the needs of individuals and to respond to current economic and health trends. Charles Darwin observed, “It‟s not the strongest nor the most intelligent creature that survives. It's the one that is most responsive to change” (Goodreads). HOME CHEF is a new business concept with a unique approach to assist people with the acquisition of their groceries and the preparation of their home-cooked meals, whilst providing a variety of different meal options for a typical family. With Darwin‟s theory in mind, HOME CHEF will respond to the changing environment by taking advantage of evolving food and retail trends. HOME CHEF will target a large market that includes the typical fast food, online retail and grocery segment. Because of the demographic variety of the customer base and due to the innovative nature behind the HOME CHEF concept, little information regarding, market trends, operations and existing strategies was available. Innovative approaches had to be used to acquire the information required for a suitable business plan.