Case Studies

Lionel Binnie and MSource Ideas have worked with many happy clients through the years, helping them determine the best ways to utilize omni-channel to support and grow their businesses. These case studies highlight just a few of them.

Genji – National Sushi Supplier to Whole Foods Markets/Amazon

Genji is a leading Asian foodservice company headquartered in Philadelphia, PA. They operate sushi stations inside Whole Foods Markets throughout the U.S. and the U.K.

Genji was seeking to expand its sushi operations into new locations in colleges and hospitals.  We carried out several campaigns involving writing copy for the website, blogging, and email marketing, and we identified and organized industry conference and trade show exhibits.  These activities resulted in several new prime locations.

…a stand-up, trust-worthy and knowledgeable marketer.

Lionel is a stand-up, trust-worthy and knowledgeable marketer who understands the importance of urgency. He moved very quickly to broker meetings with potential clients and obtained several promising leads. Lionel is a consummate professional and a nice guy, with a good sense of humor to boot!

Ken Blakeman, Director New Business Development

Steve Madden/Cejon – Sunglasses Division

Cejon, now a division of Steve Madden, is a leading fashion accessories supplier to retailers such as Macy’s, Kohl’s and J.C. Penney.  They hired MSource as a business development consultant. We were tasked with researching the market and introducing our client to new accounts — particularly airport and travel accounts throughout the US and Canada. This resulted in multiple new points of sale for Cejon in high-traffic stores on the Canadian toll-road system.

In-Vivo BVA – Global Market Research Firm

Based in Paris, France, In-Vivo BVA is a leading market research firm, with locations throughout Europe, China, and the US.  MSource Ideas was engaged by In-Vivo BVA, a global market research firm, to identify and lease suitable locations for its market research sites in the U.S.

We studied potential locations, marketed the concept to leading shopping mall management companies, negotiated leases, and project-managed store builds and were subsequently re-engaged for follow up projects.

…instrumental in helping us improve our business capacity.

MSource has been instrumental in helping us improve our business capacity by securing new locations for our market research centers and negotiating lease agreements with shopping mall developers across the US. They have always been very open with us about business situations and has offered us a variety of solutions to meet our needs.

Tom Dilley, President
In-Vivo BVA, US

By Brooklyn

By Brooklyn is a made-in Brooklyn, New York e-commerce and brick-and-mortar store selling only products made in Brooklyn.  We helped analyze the feasibility of them entering the airport retail market and produced a custom industry report for them.


Jack-in-the-Box’s Tucson, Arizona, franchise organization is a long-established quick-serve restaurant operator with multiple locations in the Tucson market.  They were seeking to gain access to the Arizona State University student union food court and hired MSource to create a marketing proposal and bid for the location. There was a short turn-around time of ten days, which MSource successfully achieved.


Sushi-Do based in Rockleigh, New Jersey, is a Japanese foodservice business that provides sushi to dining programs in colleges, hospitals, and business offices throughout the nation. They are a subsidiary of True World Foods, a leading Japanese fresh seafood provider in business over 40 years.

Sushi-Do was seeking to gain new locations for their college and university in-venue sushi operations, where a sushi chef team prepares fresh sushi for customers.

MSource Ideas undertook a full market and competitor analysis to help Sushi-Do redevelop their brand. We then created and executed on a new business expansion plan via trade-show participation, direct mail marketing, email marketing and tele-sales.

Once Sushi-Do gained some traction, we negotiated contracts on their behalf with the leading foodservice operators: Sodexo, Chartwells and Aramark. Within an 18-month period, we won over 20 new college accounts (including major colleges such as Stanford, NYU and Georgetown Law School) resulting in $2M additional sales per year.

…highly focused on getting results.

MSource was highly focused on getting results for our business. He was very effective in helping us research and approach the market, fine-tune our messaging, and executing on trade shows and sales follow-up. All this resulted in winning significant new business in our college food service business. MSource has a strong ability in marketing strategy, execution and follow-through.

Ken Sato, President

Hai Street Kitchen & Co.

Hai Street Kitchen & Co is a Japanese-casual restaurant concept that offers innovative, Asian-inspired items like sushi burritos and salmon, pork or chicken protein bowls and salads. They were looking to expand into high traffic marquee locations like airports and premium shopping malls. MSource was engaged to carry out a feasibility study to help them understand how to gain access to these markets and to make introductions to shopping mall developers to enable this expansion.  The project resulted in two new marquee locations in leading shopping malls on the east coast.

iZone Group

As Director of Business Development with iZone Group, Lionel forged several key partnerships that significantly grew both their retail and wholesale businesses selling fashion sunglasses and accessories nationwide. These partnerships were with leading travel retailers and foodservice operators in airports and other travel venues throughout the U.S. Operators included HMS Host (part of Autogrill), Hudson News (now part of Dufry), McDonalds, Carl’s Junior/Hardee’s, and Delaware North. We’ve subsequently provided ongoing business development consulting and introduced them to the College Bookstore market.