Product Space × Woodstock’s Pizza
Bringing students back to Woodstock’s
Led a student consulting team that found why UC Davis students weren’t seeing a local pizza chain’s deals, then launched a campus GTM plan that drove revenue.
- Role
- Product Management Consultant (Engagement Manager)
- Timeline
- Jan – Jun 2026
- Team
- 5-person student consulting team
- Tools
- Surveys, User interviews, Competitive analysis, Figma
Outcome
$1,200+
UC Davis revenue generated
5+
universities in the expanded campaign
500
university-specific ID cards distributed
50+
interviews, plus 100+ surveys
The problem
Woodstock’s Pizza asked: what motivates students to eat out, and how should we market to them?
Woodstock’s already had student deals, but students mostly weren’t hearing about them.
My role
As Engagement Manager, I led a 5-person client team from discovery through execution: scoping, research synthesis, recommendations, and the client presentation.
Process
-
Map the market
Positioned Woodstock’s against local pizza competitors on price and dining style to see where it could win.
-
Research at scale
Synthesized 50+ interviews and 100+ surveys into prioritized customer segments and requirements.
-
Find the real gap
Students learned about deals mostly through club events and word of mouth. The all-you-can-eat lunch stood out for value, the “Late Night” offer was the most eye-catching, and students wanted to see the final price up front.
-
Recommend and prototype
Recommended marketing existing deals through the channels students use, plus Woodstock’s student ID cards. We built low- and high-fidelity campaign prototypes.
-
Launch a phased GTM
Created a 4-phase campus plan: market current deals, create the cards, distribute through priority channels (clubs, student creators, loyalty members), then distribute widely.
Artifacts
