Research by: Sandeep Puri, Nandita Sapra, Shwetambari Kathale, & Jhalak Sahay
The owner and founder of The Talking Hands, a socially responsible restaurant, in Nagpur, India, had launched his company to create job opportunities for persons with disabilities. He wanted to find a balance between customer experience and customer service, but he also wanted to open two new outlets in his city and seriously consider his friend’s proposal of opening franchisee outlets of The Talking Hands in two Indian cites—Mumbai and Pune. He wanted to consolidate and expand his business without denting the restaurant’s brand identity. Also, as demand for the restaurant grew, the increasing delays in order taking and delivery needed to be managed. Could he hire some non-disabled staff members to manage rush orders and deliveries and still keep operating expenses under control? Should he go through with his expansion plans with the franchise model at this time? He needed to make a decision while renovations to his restaurant were underway.
This case is designed for use in graduate -level courses on entrepreneurship or business strategy, or in undergraduate-level marketing courses focusing on business opportunities and marketing strategies, including marketing strategies for entrepreneurs. After working through the case and the assignments questions, students will be able to
- identify the key features, goals, participants, stakeholders, and impact of a socially responsible organization on its employees, patrons, and investors;
- assess social impact and identify the challenges associated with growth;
- analyze how an inclusive enterprise can achieve the right balance between creating a positive social impact and remaining financially viable;
- determine how service companies can create and sustain a competitive advantage;
- assess the strategic choices available to a social enterprise, evaluate the alternatives, and devise strategies for successful expansion of the business; and
- assess franchise options for a social enterprise.
Issues: social enterprise, customer experience, customer service, franchising, disabilities
Disciplines: Marketing, Entrepreneurship, International
Industries: Accommodation & Food Services
Setting: India, Small, 2020
Intended Audience: MBA/Postgraduate
To cite this case: Puri, S., Sapra, N., Kathale, S., & Sahay, J. (2020). The Talking Hands: Cost and Expansion Conundrum. Ivey ID: 9B20A070. London, Canada: Ivey Publishing.
To access this case: https://www.iveycases.com/ProductView.aspx?id=110891