Recipe to Revenue
The Recipe for Revenue is your go-to show for the latest in food and beverage business and marketing, brought to you by Sinuate Media and Intercontinental Beverage Capital. Join us as we dive deep into the secrets behind successful food, beverage, and spirits brands, featuring interviews with industry leaders who share the key ingredients that have driven their businesses to success. Whether you're in the industry or just curious, this show offers valuable insights into what it takes to thrive in the competitive world of food and beverage. Tune in and discover the recipe for revenue!
Recipe to Revenue
Ep 47 - Scaling IQBAR: Why Will Nitze Prioritizes Logistics Over Hype
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Building a massive food brand requires an intense focus on supply chain and operational excellence.
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In this episode of Recipe to Revenue, host Leah Messina talks with Will Nitze, founder and CEO of IQBAR. Will shares how he went from selling software to building an omnichannel nutrition bar company with zero industry experience. He explains why obsessing over logistics and unit economics unlocks the volume needed to win in mass-market retail.
Listen to learn:
🧠 How Will transitioned from software sales to launching a brain-food nutrition bar
🚀 Using Kickstarter to fund the first 30,000-unit factory production run
🏭 Surviving a disastrous 250,000-bar order that nearly broke the supply chain
💻 Launching on Amazon to capture existing grocery shoppers
📉 Surviving the painful lessons of an early national drugstore rollout
🤝 Empowering a flat organizational structure for faster decision-making
⚙️ Why great operations unlock the pricing power needed for massive volume
Whether you’re blending ingredients in your kitchen or preparing for an exit, Will offers a realistic, gritty look at what it actually takes to build a modern food brand.
Learn more about IQBAR:
🌐 https://www.eatiqbar.com/
🚀 Learn More About Our Sponsors:
Intercontinental Beverage Capital: https://inbevcapital.com/
Sinuate Media: https://sinuatemedia.com/
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