In April 2020, Daniela Izquierdo (HBS, 2019) and Juan Guillermo Azuero (HBS, 2019), awaited the results of Harvard Business School's Alumni New Venture Competition. Operating since September 2019, Foodology, a Colombian food-tech startup in the cloud kitchen segment, did not include dining areas, focusing solely on food preparation for delivery. Two months earlier, the co-founders had submitted their application to the competition, outlining their plans to transform Foodology into the go-to platform for scaling restaurant brands in Latin America by creating virtual restaurant brands and exclusively serving customers from cloud kitchens. The case explores the numerous challenges the startup must confront to demonstrate its ability to turn their business ideas into reality.