Yalla Momos: Targeting the Expatriate
Yalla Momos was a restaurant in Dubai, United Arab Emirates, that served momos, which were Nepal’s answer to the Chinese dumpling. Yalla Momos’ sales have grown exponentially since brothers Prashant and Ishan Goel founded the restaurant in 2012. Recently, in order to safeguard their share of the market, the Goels have been considering how to take their venture forward in the face of competition from both the organized (big retail outlets) and unorganized (individually managed) food sectors. The founders want to secure a position as market leaders in providing nutritious, affordable restaurant food to the expatriate (expat) community in Dubai. How could they communicate with the public and persuade a wider target audience of South Asian expats to adopt this healthy food choice? Should they diversify the menu to attract more customers, or would that cause the restaurant to lose its core competitive advantage of serving healthy, nutritious food? Would harnessing social media attract the expats?
Collection: Ivey Business School (Canada)
Ref: IVEY-9B17A042-E
Format: PDF
Number of pages: 12
Publication Date: Jul 25, 2017
Language: English
Review date: Jul 25, 2017
What material is included in this case:
Description
Yalla Momos was a restaurant in Dubai, United Arab Emirates, that served momos, which were Nepal’s answer to the Chinese dumpling. Yalla Momos’ sales have grown exponentially since brothers Prashant and Ishan Goel founded the restaurant in 2012. Recently, in order to safeguard their share of the market, the Goels have been considering how to take their venture forward in the face of competition from both the organized (big retail outlets) and unorganized (individually managed) food sectors. The founders want to secure a position as market leaders in providing nutritious, affordable restaurant food to the expatriate (expat) community in Dubai. How could they communicate with the public and persuade a wider target audience of South Asian expats to adopt this healthy food choice? Should they diversify the menu to attract more customers, or would that cause the restaurant to lose its core competitive advantage of serving healthy, nutritious food? Would harnessing social media attract the expats?
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Year: 2015
Geographic Setting: United Arab Emirates
Industry Setting: Accommodation & Food Services;
Learning Objective
This case is suitable for undergraduate- and graduate-level business programs in marketing management courses. It can be used to teach students about promotion management and services marketing, while also talking about service features and the impact of social media. Using this case, students will do the following: ·Analyze the marketing mix (the “Four Ps” of marketing) and develop measures for taking on the competition; ·Gain an understanding of how to create a positive customer experience in the food industry; and, ·Grasp the significance of social media as a communication strategy in developing a brand.
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"Yalla Momos: Targeting the Expatriate"
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