Ramping up the food park business: a case study of Urban Chowk
Publication date: 11 December 2023
Abstract
Learning outcomes
After completion of the case study, students will be able to critically appraise the strategic growth opportunities of an “eating out” industry brand; evaluate the role of customer relationship and retention management in sustaining a brand; and analyse the importance of developing core competencies for long-term business viability.
Case overview/synopsis
Since its inception in 2017, Urban Chowk was one of the pioneer places that successfully managed to create a hospitality format called “food and lifestyle park” which combined multiple food brands with good ambience and entertainment, all under the same roof. Although Urban Chowk was one of the popular brands in the given format, its USP was not difficult to challenge or copy. The owner, Mr Kartikey Rajput, anticipated a deluge of similar establishments in the near future. Urban Chowk led the pack in terms of footfalls compared to similar establishments, with Rajput looking to expand his brand beyond Ahmedabad. The case took 2022 as the timeline and brought forth the challenge that Urban Chowk faced. The primary challenge was retaining the existing customer base along with adding newer ones. Second, with the industry being extremely dynamic, it was important to determine how marketing analytics could be used to collect customer data and convert them into repeat customers, thus building a loyal customer base.
Complexity academic level
This case is applicable for teaching at undergraduate and graduate levels for understanding the concepts of brand development and strategic growth as well as creating and maintaining customer relationships, also helping the students in assimilating these concepts as a part of brand building.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 11: Strategy.
Keywords
Acknowledgements
The authors wish to place on record the sincere gratitude to Mr Kartikey Rajput – Founder, Urban Chowk – for spending valuable time answering questions and extending support, all the while handling his business responsibilities. Without his active participation, this case would not have been possible.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
Citation
Shah, P., Gupta, A. and Mitra, S. (2023), "Ramping up the food park business: a case study of Urban Chowk", , Vol. 13 No. 4. https://doi.org/10.1108/EEMCS-06-2023-0212
Publisher
:Emerald Publishing Limited
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