Koolfun : challenges of growing a quick service restaurant brand / Jaydeep Mukherjee.

Format:

Book

Author/Creator:

Mukherjee, Jaydeep, (Economist), author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Industrial marketing--Case studies.

Industrial marketing.

Marketing--Case studies.

Marketing.

Retail trade--Cast studies--Case studies.

Retail trade.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Vikram Gulati founded KoolFun in 2020 in the National Capital Region of India. KoolFun is a quick service restaurant that serves kulche chole, a popular Indian street food. Gulati believed that the key to success in business was ensuring that the brand equity and image were established and reinforced across all retail touchpoints. For this reason, he was at first cautious in developing his business and preferred to operate only in the franchisee-owned and company-operated model. By early 2023 he had set up four commercially successful franchise operations in prominent locations and also started receiving a number of franchisee requests. Gulati was treading slowly on development as he did not have the resources required for rapid expansion with the desired controls on brand values. In May 2023, he received an offer from a well-known investor who wanted to invest an initial INR 10 million (USD 1 is approximately equal to INR 81) and then, if needed, to double his investment in the future. This level of investment would solve Gulati's resource problems and help him to achieve his dream of having a pan-India quick service restaurant brand within the next few years. However, the investment would also require dilution of his stake in the business to 50% and, more significantly, require him to cede control of the business to others, which he believed could jeopardize the nascent KoolFun brand. Should Gulati accept the offer or should he continue on his own and wait for a time when he would have better negotiating power before discussing his next move with potential investors? Students will be asked to analyze the advantages and disadvantages of accepting the investor's offer, considering the impact on brand image, commercial implications, and strategic significance.

Notes:

Description based on XML content.

ISBN:

1-0719-3910-6

9781071939109

OCLC:

1417358594