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    Raju Omlet

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    chetan joshi
    Raju Omlet was a successful restaurant in the United Arab Emirates specializing in egg dishes. It was launched in 2013 by Indian entrepreneurs and had over $2 million in sales by 2014. The restaurant invoked memories of roadside food stalls in India and saw success due to its unique concept, loyal customer base, and marketing strategy focusing on radio ads during commute times highlighting the health benefits of eggs. While profitable, the single focus on eggs presented risks if the brand diversified its menu, so future growth would require retaining the core value proposition while exploring opportunities like franchising.

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    Raju Omlet

    Uploaded by

    chetan joshi
    882 views11 pages
    Raju Omlet was a successful restaurant in the United Arab Emirates specializing in egg dishes. It was launched in 2013 by Indian entrepreneurs and had over $2 million in sales by 2014. The restaurant invoked memories of roadside food stalls in India and saw success due to its unique concept, loyal customer base, and marketing strategy focusing on radio ads during commute times highlighting the health benefits of eggs. While profitable, the single focus on eggs presented risks if the brand diversified its menu, so future growth would require retaining the core value proposition while exploring opportunities like franchising.

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    Raju Omlet expanding to UAE

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    Raju Omlet was a successful restaurant in the United Arab Emirates specializing in egg dishes. It was launched in 2013 by Indian entrepreneurs and had over $2 million in sales by 2014. The restaurant invoked memories of roadside food stalls in India and saw success due to its unique concept, loyal customer base, and marketing strategy focusing on radio ads during commute times highlighting the health benefits of eggs. While profitable, the single focus on eggs presented risks if the brand diversified its menu, so future growth would require retaining the core value proposition while exploring opportunities like franchising.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    882 views11 pages

    Raju Omlet

    Uploaded by

    chetan joshi
    Raju Omlet was a successful restaurant in the United Arab Emirates specializing in egg dishes. It was launched in 2013 by Indian entrepreneurs and had over $2 million in sales by 2014. The restaurant invoked memories of roadside food stalls in India and saw success due to its unique concept, loyal customer base, and marketing strategy focusing on radio ads during commute times highlighting the health benefits of eggs. While profitable, the single focus on eggs presented risks if the brand diversified its menu, so future growth would require retaining the core value proposition while exploring opportunities like franchising.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    A Case Study On

    RAJU OMLET-Expanding In United


    Arab Emirates

    P R E S E NT ED B Y
    ANNANT GARG

    ANURAG S

    CHETAN J OSH I

    RAM ESH G
    INTRODUCTION

    ~ OWNER- Rajiv Meherish and Nakul

    ~ Launched on June 2013 at Al Karama with sitting arrangement for


    18 people at a time.

    ~ AED 2.04 million turnover for year 2014

    ~ USP- specialized egg preparation

    ~ Got his idea from India- RAJU OMLET CENTRE

    (CHEF: RajeshBhogilal Rana (Raju Bhai)


    THE GENESIS

    ~ Raju omelet was retained with consent of Raju Bhai

    ~ Interior was decorated in away to invoke a feeling of déjà vu in

    anyone who had eaten at a roadside stall in India.

    ~ Posters with informative content about egg.

    ~ Wonderful fusion for expatriate Indians.


    About the Local Market

    ~ Dubai, called the “Melting Pot of Cultures”


    ~ Home to people of over 200 nationalities
    ~ Presence of almost all the world class companies
    ~ Of the total population of UAE, more than 80 per cent were
    expatriates
    ~ Over 50 per cent were South Asians.
    SUCCESS MANTRA

    ~ “Eggs laid yesterday made today.”

    ~ Philanthropic inclination towards business.


    What went right?

    Cash Box Event

    ~ Rajiv had a religious belief, such as inaugurating the cash box on an


    auspicious day.

    ~ However, customers started to come into the new restaurant before


    inauguration.

    ~ Every customer was served but could not be charged

    ~ Customers found this idea fascinating, word soon spread and the traffic
    to the restaurant increased
    Marketing Strategy

    ~ Rajiv selected radio as the medium of advertising

    ~ clarity of the potential customer base

    ~Ads used indirect messaging to establish persuasive appeal (content did not talk about the
    restaurant but rather the health benefits of eating eggs)

    ~ Frequency of the radio spots was considered “prime time” — weekday mornings from 7 a.m. to
    10 a.m., as well as from 4 p.m. to 7 p.m., when office workers were in transit.

    ~ The Sunny Side App


    SWOT ANAYSIS

    STRENGTH WEAKNESS

    ~ First mover advantage ~ A very specific brand image and name


    ~ Located at Al Karama ~ No option for delivery
    ~ Unique concept which specialises in one
    area of food service ~ Limited customer base
    ~ Established business with a loyal customer ~ Specialisation in one area of food
    base
    service
    ~ Passionate and well trained employees
    ~ No strategy for growth
    ~ The business is profitable
    SWOT ANALYSIS

    OPPORTUNITIES THREATS

    ~ Franchising can be an opportunity. ~ High dependability on single narrow

    ~ Absence of direct competitors. segment.

    ~ Potential to target diversified


    customers because of large number of
    expatriates.
    PROBLEMS…

    1. Would this product-range diversification lead to the dilution of the


    Raju Omlet brand proposition?

    2. How could he retain his value proposition and still diversify?

    3. What should the next steps be for Raju Omlet ?

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