The Underground Kitchen was a wildly successful “roving” experiential dinner series until
March 10, 2020. Like so many others, business was put on pause in response to the spread
of COVID-19. Instead of sitting still, UGK pivoted and used their resources to help the

community. In a few short weeks they turned their for-profit business into a 501c3,
providing meals to food insecure communities around the Metro Richmond region. Hear
the story of their great pivot and how the community they thought they were helping has
helped transform their business.
Learner Objectives:

• Understand ways to adapt your business plan in the face of crisis
• Discuss marketing examples implemented before, during and after their
transition
• Discover strategies for recruiting and training volunteers
• Learn how the non-profit experience will inform future UGK event designs