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Popeye's recipe for a turnaround! : A case study / Maryam M. Khan & Mahmood Khan

Author
Khan, Maryam M.
Published
London : International CHRIE, 2015.
Physical Description
1 online resource : illustrations
Additional Creators
Khan, Mahmood A.
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Summary
This case study outlines how a successful established restaurant concept can face unexpected problems which can jeopardize its existence. It challenges participants to come up with a marketing strategy that can revive a popular brand. Popeye's restaurant which started in 1972 serving southern-style fried chicken with Louisiana heritage is used as an example. It was popular until 1999 when suddenly several factors impacted its performance. The multi-faceted dilemma faced by the company impacted its menu concept, executive level performance, brand image, franchisor-franchisee relationship, and overall marketing strategy.
Subject(s)
ISBN
9781529712568 (ebook)
Note
Originally Published InKhan, M. M., & Khan, M. (2015). Popeye's recipe for a turnaround! A case study. Journal of Hospitality & Tourism Cases, 4(3), 21-30.
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 47381283