The learning outcomes are as follows:
Remembering: understand core revenue management concepts, including pricing strategies and capacity utilization;
Understanding: recognize how menu engineering intersects with revenue management in small businesses;
Applying: develop and implement strategies to balance profitability and customer satisfaction; and
Analysing: evaluate real-world operational and financial data to craft actionable plans for small business growth.
"The Engineered Menu” presents the challenges faced by Snacksbar Café, a small business in Pune, India, striving to optimize sales and profitability amidst competitive pressures. Despite being strategically located and popular with a diverse customer base, the café’s performance stagnated over its first six months of operation.
The protagonist, Mr. Dhanesh Vaidya, is tasked with revitalizing the café by implementing revenue management techniques tailored to small businesses. These include dynamic pricing, menu engineering, customer segmentation and operational efficiencies. The case offers students the opportunity to explore strategies for balancing demand, pricing and operational capacity, making it particularly suitable for discussions on Revenue Management for Small Businesses.
It can be used in Executive MBA programs, Graduate MBA courses and Management Development Programs focusing on operational and financial decision-making in small businesses.
Teaching notes are available for educators only.
CSS 12: Tourism and Hospitality.
