The COVID-19 pandemic has negatively impacted the economy worldwide, affecting businesses' productivity and market demand. Research studies estimate that 60-90% of manufacturers in the industrial sector will present significant losses due to the pandemic. This project focuses on a global kitchen equipment manufacturer in the foodservice industry, which faces a challenge during these times of crisis, as the demand for their products dropped significantly during the first and second quarters of 2020. Some researchers suggest that organizations should focus on strategic planning and new product development in crisis times.  Therefore, the purpose of this project is to analyze the company's product portfolio and capabilities, as well as the foodservice market trends, to develop an operational plan, considering scenario analysis for the possible yet uncertain post-pandemic futures. For its development, DMADV methodology focused on business strategy will be followed. As a result of this ongoing project, it is expected to propose a new product portfolio configuration.  This portfolio includes new and feasible products to assemble and an operational plan aimed at reactivating the economy of the company during and after the pandemic period.