Case Study: WhyQ

Building WhyQ's first outbound enterprise sales pipeline and accelerating their transformation from B2C to B2B

Client

WhyQ is a Singapore-based food-tech company founded in 2016 by former bankers Varun Saraf (CEO) and Rishabh Singhvi (COO). After an intense early run in consumer food delivery, they made a hard pivot to B2B corporate dining and reached baseline profitability in Singapore in Q2 2025. Today WhyQ is one of Singapore's largest workplace F&B operators, running enterprise-scale office meal programmes, from daily lunches and pantry to event catering, for teams of 50 to 1,000 employees, with 500+ partner merchants and 2,500+ meals delivered daily.

Challenge

WhyQ wanted a predictable way to reach enterprise decision-makers, but they were starting from zero:

• Thanks to a strong B2C brand and media coverage, WhyQ’s B2B business had only come from inbound

• The founders Varun and Rishabh had never run outbound before, so there was no motion, no messaging, and no sales infrastructure to build on. Everything had to be built from scratch

• Corporate dining decisions sit with workplace, HR, admin, and facilities leaders who are hard to identify and rarely respond to cold outreach

• These stakeholders also necessitate a consultative selling process that address their varying priorities ranging from employee experience to food hygiene to workplace security to DEI

• The corporate catering market in Singapore is crowded and price-sensitive

Objectives

• Stand up WhyQ's first outbound engine from the ground up

• Build a steady flow of conversations with enterprise workplace and people decision-makers across Singapore

• Turn the founders into credible voices in the workplace F&B conversation, and equip them to sell

• Establish recurring, high-value pipeline beyond one-off orders

NO BS Approach

• Built WhyQ's first outbound engine from scratch: ICP, messaging, sequencing, and infrastructure, none of which existed before

• Set up and grew the founders' LinkedIn presence, crafting weekly thought-leadership posts on workplace F&B, RTO, and employee experience that regularly drew hundreds of reactions and pulled senior leaders into conversation, with outreach running directly from their accounts

• Ran a high-volume, LinkedIn-led outbound motion, reaching 4,077 decision-makers and holding connection-accept at 16.1% against a 12% target

• Aligned outbound with WhyQ's PR agency, including front-page features in The Business Times and a Vulcan Post "Story of the Week", using earned media as proof points to turbocharge conversions

• Hosted curated CXO lunches that sat the founders across the table from HR, EX, and employer-brand leaders at DBS, Maersk, Louis Vuitton, Visa, BNP Paribas, Marvell, The Trade Desk, Warner Brothers, Coca Cola and more

• Delivered complete sales enablement: pitch decks, proposal decks, sales collateral, talking points, competitor comparisons and sales coaching

• Collaborated on the investor deck and investor talking points

• Live dashboard to track activity, responses, meetings, and progression, reviewed weekly

Outcome

• Large enterprise deal of $200K+ closed along with 3 smaller deals

• 35 meetings scheduled, 32 completed, 8 opportunities generated in 6 months

• Meetings included workplace and people leaders from Meta, Shell, Coca-Cola, Visa, Louis Vuitton, Maersk, Warner Bros, DBS, Agoda, Datadog, NASDAQ, Moody's, ING, BNP Paribas, Marsh, Airwallex, SGX, and Zuellig Pharma, among others.

Why this Worked

• Building the founders into credible voices in the workplace F&B conversation earned attention that cold outreach alone never could

• Timing outreach around live PR moments gave prospects current, third-party proof points and lifted conversions

• Full sales enablement meant every conversation was backed by sharp, consistent materials

• Curated tasting lunches turned interest into trust by letting enterprises experience the product before committing