Product Overview

The case is a continuation of the part (A) of the case and focusses on the expansion of Mime restaurants to other cities. After establishing Mirchi & Mime and Madeira & Mime in Mumbai, the parent company, Squaremeal Foods Private Limited (SFPL), opened another Mirchi & Mime outlet in the city of Indore. The case describes the objectives of the company as it embarked on this expansion, and the extent to which these objectives could be achieved. It further describes a few operational issues that the company faced in the initial stages of setting up this new outlet.

Learning Objectives

To understand the dynamics and challenges of setting up a new venture as an expansion of existing operations in a new city where a large proportion of employees are, by design, speech and hearing impaired (SHI). To understand the challenges of growth of such a venture in the food industry.