Just Falafel: a success story of an international expansion

Abstract

Subject area: Entrepreneurship, strategic management and international business management. Study level/applicability: This case is intended for teaching entrepreneurship, strategic management, international business courses at the undergraduate as well as graduate levels. Case overview: This is a field-researched real case about a growing fast food business started by local UAE entrepreneurs in Abu Dhabi and Dubai, United Arab Emirates (UAE). Just Falafel, a UAE based fast food pioneer company in the vegetarian and healthy food category is one of the most popular food outlets in the UAE. The company was poised for growth as demand was exceeding all expectations. Newer markets were being considered for expansion. By taking into consideration the present economic conditions as well as market stability it is possible to make a detailed calculation of market growth. There were many challenges Just Falafel had to face: increasing demand and brand awareness of Western fast food giants; and the future skills Just Falafel needed to develop to meet the regional and global challenges. Just Falafel specializes only in falafel and the company devised different flavors to differentiate its sandwiches based on each culture. This in turn expanded the outlet greatly and it gained high revenues in a short period of time. But there are many challenges and hurdles which the company has to consider if it is continue in the future. The owners and management are wondering what their next step ought to be in light of the economic recession. Should they expand? If so, where? If not, why not? Expected learning outcomes: The case will help students to identify and evaluate the business strategy and the business model adopted by the company for international expansion. This will also enable students to critically think in various facets and reach a decision based on the facts provided. Supplementary materials: Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.