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Yolk-ay and Expansion of the Menu of the Restaurant
Yolk-ay is a restaurant chain in the United Arab Emirates, which specialization implies the dished based on unpopular, but delicious and unique Indian recipes. During the previous years, the development of the company was focused on its geographical expansion (Case study: Expand the menu?, 2016). At the moment, the business involves numerous restaurants, and this direction is not effective for further expansion anymore (Case study: Expand the menu?, 2016). However, the necessity of being competitive in the local market is evident, as quick-service restaurants, such as Tikka House. and KFC, may attract more customers. One suggestion in this respect regards the changes in the menu, namely it is proposed to make it more varied. The founder expresses his resentments to this offering, presenting arguments that it is essential to adherence to the traditions.
From my perspective, it is possible to reach a balance between these positions. The need to add new food items to menus is apparent, as it will allow to fulfill more customers preferences. It is vital for businesses in the context of the present-day developments, when people are offered a broad choice, and each market competitor has enough instruments to attract them and make them loyal. In another case, there is a high likelihood that Yolk-ay will lose a significant part of its profit in the long run and will be under a threat of closure.
As it has been mentioned above, I strongly believe that there are solutions, which will address the interests of both customers and founder. It is not essential to expand the menu by adding numerous items, though it is important to supply some analogs for vegans, allergic, and other categories of clients. In addition, it could be a fulfilling solution to implement several dishes from Indian food. It will contribute to the menu variety and maintain the traditions of the restaurant chain at the same time.
Reference
Case study: Expand the menu? [PowerPoint slides]. (2016).
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