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Raju Omlet: Expanding in The United Arab Emirates Case Study

Raju Omlet, an 18-chair restaurant known for its egg dishes, is examining diversifying its product range as it expands in the United Arab Emirates. While diversification could help the restaurant compete against others offering greater variety, it risks diluting the brand. To retain customers while diversifying, Raju Omlet should experiment with adding local flavors to egg dishes and maintain its popular baseline product. Diversifying products and entering new markets, while also offering delivery and catering to different cultures, could help the restaurant build on its success in the UAE.

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Zahra Tariq
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307 views2 pages

Raju Omlet: Expanding in The United Arab Emirates Case Study

Raju Omlet, an 18-chair restaurant known for its egg dishes, is examining diversifying its product range as it expands in the United Arab Emirates. While diversification could help the restaurant compete against others offering greater variety, it risks diluting the brand. To retain customers while diversifying, Raju Omlet should experiment with adding local flavors to egg dishes and maintain its popular baseline product. Diversifying products and entering new markets, while also offering delivery and catering to different cultures, could help the restaurant build on its success in the UAE.

Uploaded by

Zahra Tariq
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Raju Omlet: Expanding in the United Arab Emirates

Case Study

1. Overview
As an 18-chair eatery, Raju Omlet has achieved a popular niche “by growing in terms of
footfall, scale and financials.”
The success mantra of “Eggs Laid Yesterday Made Today” has successfully displayed
Rajiv Meherish’s philanthropic inclination of being fair in business and delivering true
value to customers. Because of the dedication to freshly sourced eggs, the egg dishes
stood out against other restaurants because of its exceptionally better quality of
preparation and taste. Raju Omlet became known for its good food, exceptional service,
and welcoming environment, three factors that influence customer satisfaction.
Because the product is as simple as an egg dish, the low prices of the meals offered at
the restaurant make the company stand out amongst its competitors.
Raju Omlet is examining the issue of whether the company should diversify their
product-range. If the company goes through with diversifying their products, Rajiv is
concerned with preventing the dilution of the Raju Omlet brand proposition. Therefore,
the company needs a way to retain value proposition while diversifying. If Raju Omlet
does not diversify their products, competitors will soon lower their prices to gain more
popularity amongst potential and current customers. Raju Omlet should diversify their
products to build on their popularity and success. Yet, it is essential for the company to
first experiment on different diversification thoughts. To retain the value proposition
while diversifying, Raju Omlet should maintain the same standard base line product to
preserve the popular egg dish concept of the company. Diversification of this sort
through adding unique details to the egg dish relevant to the location of the store (local
flavors and ingredients) as was done in the initial location will help to diversify the
product while maintaining the familiarity that originally drew customers in to the brand
in the first place.

2. Findings (5-8 points):


 The problem that Raju Omlet is facing is limitation of Product line.
 Raju omlet has only one outlet.
 Also they do not offer delivery services which is an edge for their competitors.
 The restaurant didn’t cater other cultures like Arabs, Europeans and Americans.
 With restaurants such as Bombay Chowpatty, Chappan Bhog, Bikanervala,
Kulcha King, and Mumbai Restaurant, Raju Omlet is up against major
competitors that offer greater variety through numerous outlets. These
competitors comprise the majority of the restaurants within the vicinity of Raju
Omlet and are similar in the sense that they serve to the Indian and Pakistani
expatriate community in the United Arab Emirates (UAE). Offers delivery services
as well.
3. Recommendations (3-5 points)
 Followed by proper marketing research and strategy Raju Omelet should go for
product-diversification.
 Also Raju omlet should enter into new markets to compete with their
competitor.
 They should start home delivery options.
 They should also cater different culture with their new product range and new
location.

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