Demo Day Spotlight: Gabby Reed-Carlock and Giddi
Gabby Reed-Carlock originally developed the idea for her app, Giddi, as part of a first-year VCU Brandcenter course taught by KT Schaeffer. The assignment was to address a need or pain point that they noticed, and develop a product or service to solve that problem. Gabby and her group addressed the question that, on average, takes anyone 14 minutes to answer: where are we going to eat?
Giddi helps indecisive eaters overcome mealtime anxiety by eliminating decision paralysis. The app is designed to consider users’ preferences, such as type of meal and dietary restrictions, as well as their location, to determine viable food choices in their area. Gabby’s personal passion for supporting small businesses also informed the app’s design, ensuring that local restaurants are promoted.
After doing customer discovery, working on the branding, and creating the UX design for the app, Gabby was ready to take Giddi to the next level. One year after first conceptualizing Giddi at Brandcenter, she applied for the Shift Retail Lab Fall 2025 Demo Day. Gabby competed against six other pre-launch category ventures, and won the People’s Choice Award for her category. “I think what made Gabby’s pitch stand out was her understanding of her user and their pain points, and being able to convey that to the audience. Just like with design thinking, The Brandcenter teaches students how to empathize with their clients and customers, and solve problems with them, not just for them. That really came through in Gabby’s pitch,” said Ashley Wenger, Program Manager for the Shift Retail Lab.
What’s next for Giddi? Gabby plans to put her Demo Day award money to marketing initiatives, contract development, and mentorship opportunities to help launch Giddi by Spring 2026.
Categories Announcements