 In this case , Rohit is the founder and CEO of Yolk-ay , a

popular United Arab Emirates restaurant chain that is

specialized in traditional Indian eggs dishes.
 His business is popular across Dubai, Abu Dubai, rasal-
khaimah and Sharjha.
 Rohit is accompanied by his son Vikram , who is also his
business partner.
 After geographical expansion , Vikram suggests Rohit to
expand the menu to increase the turnover.
 But Rohit wants to preserve the uniqueness of his egg
dishes.
1.

 No I feel that Yolk-ay should not expand the

menu to include chicken or fish items.
 Supporting Reasons:-
I. It will lead to compromising speciality.
II. It will lead to compromising in quality.
III. Brand image will adversely be affected.
IV. Rohit’s gut feeling is against expanding the menu.
V. Head chef Sunil is also against the expansion of menu.
 Place Raw material
VI. Requires
Huge
Storage Investmen Infrastructure
t

Staff (Cook) Re branding cost

VII. Examples: a. Bata
b. Dominos
c. Apple
d. Tata

VII.Conclusion:
Changing the core business product
can have a very negative impact on the
business.
2.
3.

 Yes they should initiate home and office delivery.

I. Hot Tiffin's to be used.
II. Tie up with zomato, talabat and provide food
delivery service. Or set up their own delivery
system.
III. Provide spot delivery services like delivery at picnic
places, bus stand etc.
IV. The can undertake catering of lunch orders to
offices.
V. Food to be delivered quickly within a specified time
limit.
4.

 According to me Rohit is right in feeling that

menu should not be expanded.
 Rohit rightly said “if you try to do
everything. You do not do anything well”.
Conclusion:
 Stick to the egg and expand egg menu.
 Give a new look to the outlets with new egg
themes , to selfie point and to the egg
mascot.
 This should bring Yolk-ay back on track.
Thank you