To Be the Tortoise or the Hare: What is Right for FreshMenu?

IF 0.1 Q4 MANAGEMENT

Asian Journal of Management Cases Pub Date : 2023-06-21 DOI:10.1177/09728201231166464

D. Kumari, R. K. Kovid, Swati Oberoi

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引用次数: 0

Abstract

This teaching case looks at the food-tech industry in India, the cloud kitchen space, in general, and a key player in this space FreshMenu, in particular. The FreshMenu case views two competing objectives: the scalability versus profitability of an internet-run entrepreneurial firm. The firm operates in an entrepreneurial ecosystem with different dynamics than traditional businesses. The case offers a historical perspective of the food-tech industry in India, the development of the cloud kitchen space, and the latter’s pros and cons. The case focuses on the evolution of FreshMenu and its founder’s dilemma. Despite being one of the first movers in the cloud kitchen space, FreshMenu has come across as the has-been for scalability and funding. Its founder ended up pitted against her close competitors—Rebel Foods Private Limited, Innerchef and Poncho Hospitality Limited. In an entrepreneurial world, where scalability is valued more than profitability, are the founder’s fears real or mythical? As the famous fable ‘The Hare and the Tortoise’ unfolded in the mind of FreshMenu’s founder, the picture of FreshMenu’s position became clearer.

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做乌龟还是兔子：FreshMenu适合什么？

本教学案例着眼于印度的食品科技行业，云厨房领域，尤其是FreshMenu领域的关键参与者。FreshMenu案例着眼于两个相互竞争的目标：互联网运营的创业公司的可扩展性与盈利能力。该公司在一个创业生态系统中运营，其动态与传统企业不同。该案例提供了印度食品科技行业的历史视角、云厨房空间的发展以及后者的利弊。本案聚焦于FreshMenu的演变及其创始人的困境。尽管FreshMenu是云厨房领域的先行者之一，但它在可扩展性和资金方面给人的印象一直很好。其创始人最终与她的竞争对手Rebel Foods Private Limited、Innerchef和Poncho Hospitality Limited展开了较量。在一个可扩展性比盈利能力更重要的创业世界里，创始人的恐惧是真实的还是虚构的？随着著名寓言《兔子和乌龟》在FreshMenu创始人的脑海中展开，FreshMenu的地位变得更加清晰。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asian Journal of Management Cases MANAGEMENT-

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.