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Hello Food



The President

Restaurant Associates Limited

18 Hope Road, Kingston 10



Dear Mr Lake,

I am writing to express my interest in the management of the Hello Food brand/business in Jamaica. 

During our brief dialogue last month, I recall your emphasis was on operational efficiency and developing key metrics for the brand growth. The Hello Food business model falls within my area of expertise, as I have spent the last fifteen years of my career working with similar business models, and have developed a wide knowledge base and understanding, of what is required to make this kind of business a success in Jamaican and the Caribbean. 

In this proposal I will outline why you should consider me to manage this arm of the business. 



Craslyn Benjamin

Supply Chain Strategist |PQCI Certification| FSMA Certification

Salad with Crispy Onions



Hello Food is a meal delivery app that offers its service to companies in the food service business. The business only facilitates delivery to three food service customers currently, Burger King, Popeyes and Little Caesars. The brand/business has the potential to scale and expand its offerings to other customer base by offering more specialty and ready meals under its own brand. 

At present, Hello Food delivery metrics needs to be optimized to achieve a minimum 95% order fill rate as the required resources are available to achieve this target. There are too many bottle necks from the point of a customer placing an order to the point of delivery. 


With over 15 years of experience in international trade, and working with top food companies globally, I believe I am poised to take the Hello Food brand to the next level. 

I have global experience working with international food service companies, such as the Pacific Coast Fruit Company (Oregon & Seattle), and Funny Bones Food Service (United Kingdom), in delivering fresh prepared foods to customers . My experience in this industry has given me first hand training on how to run a full-blown e-commerce, and real-time food delivery business.


Measuring your on-time delivery metrics is important because they play a crucial role in your business’s success or failure. When orders are delivered to shoppers on time, you increase customer loyalty, which translates to repeat business. Fail to deliver on time, and you lose customers. By understanding the Hello Food customers, key activities, and overall business model, I will be able to effectively tailor solutions to solve the problem of inefficiencies and drive sustainable growth.


Summary of my Four Step Process

Monitor and Control

Management Strategy Discovery

Strategy Development – Strategic Action Plan

Implementation and Execution

Image by Ivan Torres

First, I listen by assessing your needs, then we dissect and analyse the business to understand goals, constraints, assumptions, and scope. Once that process is completed, I then work on implementing strategies for sustainable growth.


What I can do for Hello Food heavily depends on the overall vision you want to achieve for the brand. To understand this, first I would sit down with the core team/directors to discuss your goals and objectives. I will look at the opportunities, the risk, the cost, and the potential growth. Once I understand the vision and know what the objectives are I will then start the strategic development. 




During this phase an action plan will be developed for implementation. The plan will focus on specific goals and strategic initiative to be executed in order achieved planned objectives. Developing the strategic action plan will compose several plans of actions to include brand positioning, the farm brand business model, marketing and creative, operations/production metrics, inventory management and growth strategy.



Executing a strategy for a restaurant to consumer model requires time and clear strategic initiatives for implementation. These initiatives will carry the brand to achieving planned goals. 



Ensuring that that action plan is working is critical. I will be working closely with the team to ensure that control strategies are maintained, and results achieved. 

Image by Trent Erwin

Time     |     Duration    |    Compensation

For start, I am committed to working with the Hello Food brand for 1 year and can commit to working three days per week. However, if urgent scenarios arise, I will make every effort to be where needed. 

All figures are quoted in Jamaican dollars

  • Hourly Rate – $4,000

  • Hours – 30 hours per week 

  • Fee - $480,000.00 paid monthly.  I will submit an invoice each month, which is due payable within 5 working days of receipt. 

  • Signing bonus – $450,000.00 to be paid at start of project Management Strategy Discovery

  • Other bonuses – Monthly bonus to be negotiated once KPI’s are achieved 

  • Performance bonus – Up to 15% at end of fiscal year 

  • Travel expenses – Transportation cost incurred will be added to the invoice

  • Fee increases – Annual cost living increases of 2.3% or more up to 10% pay increase based on performance

  • Company Vehicle provided to Craslyn Benjamin


Serial Entrepreneur   |   Creative   |   Supply Chain Strategist Agribusiness Specialist   |    Business Development Strategist Branding Strategist

Craslyn Benjamin is a serial entrepreneur and creative who began small backyard farming with her grandfather Clarence Benjamin and is now farming and producing on a global production level. She seeks to model and invest in the development of the agribusinesses, agriculture and the health and beauty sector particularly through her company, Clarence Benjamin Group, owner of brands such as Benlar Foods, Benlar Desserts and Beje Lifestyle. 

Craslyn has garnered over ten years of experience in the shipping and allied industry and has over eleven years of experience in export marketing and international trade. Prior to working at Benlar Foods Limited, she worked at Grace Foods International as a supply Chain Strategist which involves distribution of products within central Caribbean, Europe, and the USA.  


Craslyn holds a Diploma in International Shipping and a Bachelor of Science Degree in Logistics and Supply Chain Management from the Caribbean Maritime University. She is an official Branson Centre Legacy Entrepreneur and President Barack Obama’s Young Leaders of the Americas Initiative Alumni.

  • Terminal Operations Systems (COSMOS, and IQ - Ship)

  • Competent knowledge of other software (SAP and Windows OS)

  • Strong command of the Microsoft Office Suite (word, Access, Excel, PowerPoint)

  • Future Service International - Intrapreneurship Development (Intrapreneurship project on product and Service innovation)

  • Richard Branson Centre of Entrepreneur - Official Branson Centre Legacy Entrepreneur

  • Roxana Consultants - Leadership Development Coaching

  • Young Leader of America’s Initiative - (YLAI) Fellow 2016

  • Experience Entrepreneur in Agribusiness, Agroprocessing and Food Manufacturing sector and developing community-based agribusinesses 

  • Strong expertise in business development and strategic planning 

  • Significant experience working in Central Caribbean, Europe and United States of America in the Agribusiness and Prepared Foods Sector 

  • Ability to work and travel Globally 

  • Ability to motivate, build high-functioning teams, and work well with others.


To build sustainable brands that align with our customers’ vision for growth.


To develop strong brands and implement business strategies that translate into what our customers desire for success.

Image by Shridhar Gupta

Let us meet to discuss these solutions in detail at your earliest convenience.

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