ONE STOP KITCHEN: managing a multi-brand cloud kitchen

Abstract

Subject area

Marketing; Business Expansion Strategy

Case synopsis

Rahul Hazarika, the owner of One Stop Kitchen (OSK), was convinced that expansion of his cloud kitchen had to be aligned at various fronts to compete. He was juggling with thoughts of expanding from B2C to B2B model, whether to expand in the same city or other cities or to introduce new variants in existing B2C so as to use and leverage the existing customer base and network. The competition was growing ablaze, and most of the orders were procured from the third-party aggregators, leaving little chance for OSK to connect to its customer base directly. The growth potential in this upcoming sector was undeniable, and Hazarika was continually trying to bring in relevant business practices to maintain the momentum. The case deals growing cloud kitchen business problems and covers business concepts such as business expansion strategy, product profiling and marketing strategies.

Learning objectives

Students will understand strategies for a Online startup Business in the Cloud Kitchen category. The concept of Product Profiling is also dealt with in the case.

Complexity academic level

Suitable for PG- and Executive-level courses.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Citation

Sharma, A.J. and Dey, D. (2021), "ONE STOP KITCHEN: managing a multi-brand cloud kitchen", , Vol. 11 No. 4. https://doi.org/10.1108/EEMCS-03-2021-0070