Like most businesses around the world, Yuppiechef is having to find ways to deal with the disruption to business caused by the unprecedented global disaster that is COVID-19 and strict regulations imposed by governments to contain it.

In a recent discussion with Dr Tim London, Head of Organisational Innovation at the UCT GSB, Smith explained that being able to adapt to changing market conditions, as well as supply and demand was absolutely vital in helping the company build its brand from the start. It is this same thinking that has helped them be more flexible in adapting their business model to the challenges brought on by the current crisis.