The customer demands have undergone a sea-change and this may last for some time to come. Businesses (e.g. Restaurants) designed on experience may have to pivot on safety and convenience instead. Cost and efficiency may not be very relevant for some of the products in the immediate future. Businesses have to rethink their value proposition to make it not only relevant but also build a flexible coupling with the brand. The framework analyzes the core levers: Experience, Cost, Quality, Efficiency, Convenience, Safety and Aspirational, and help identify the most appropriate combination along with an effective re-branding strategy.