A short strategy case on Wil’s Grill, a clean-food street food business in Flagstaff, Arizona (Hostetter and Paden, 2017). In its third year the owner has to choose between growing in street food and moving into catering. A VRIO reading of the business, with its local organic suppliers, its reputation and a fast service with show cooking, and a SWOT table lead to catering. The strategy starts from the weaknesses: staff, transport and storage come first, paid for with an equipment loan.