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Expand the Menu (HBR Case Study)
Puri, Sandeep; Khanzode, Kirti; Beard, AlisonArticle HBS-R1606X-EStrategyYolk-ay, a United Arab Emirates restaurant chain specializing in traditional Indian egg dishes, recently opened its eighth location in 10 years--but turnover is flat, and competitors are gaining market share. Should Yolk-ay go after new customers by adding vegetarian and chicken dishes to the menu? Or stick to what it's known for rather than risk diluting its brand identity? The chain's father-son owners are on opposite sides of the issue. This c...Starting at €8.20
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Expand the Menu? (HBR Case Study and Commentary)
Puri, Sandeep; Khanzode, Kirti; Beard, AlisonArticle HBS-R1606K-EStrategyYolk-ay, a United Arab Emirates restaurant chain specializing in traditional Indian egg dishes, recently opened its eighth location in 10 years--but turnover is flat, and competitors are gaining market share. Should Yolk-ay go after new customers by adding vegetarian and chicken dishes to the menu? Or stick to what it's known for rather than risk diluting its brand identity? The chain's father-son owners are on opposite sides of the issue. This c...Starting at €8.20
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Expand the Menu (Commentary for HBR Case Study)
Puri, Sandeep; Khanzode, Kirti; Beard, AlisonArticle HBS-R1606Z-EStrategyYolk-ay, a United Arab Emirates restaurant chain specializing in traditional Indian egg dishes, recently opened its eighth location in 10 years--but turnover is flat, and competitors are gaining market share. Should Yolk-ay go after new customers by adding vegetarian and chicken dishes to the menu? Or stick to what it's known for rather than risk diluting its brand identity? The chain's father-son owners are on opposite sides of the issue. This c...Starting at €8.20