Biryani By Kilo: The Growth Dilemma

Biryani by Kilo (BBK) is a Gurugram (Near New Delhi, India) based Quick Service Restaurant founded by Koushik Roy and Vishal Jindal in 2015. The company specializes in serving authentic Indian dishes. They offer both dine in and delivery options and have multiple locations in India. They are known for using high quality ingredients and traditional cooking methods to create delicious biryani dishes. They brought many innovations to their offering. Now they wanted to create a McDonald's for Indian food but were in a dilemma about how to proceed. How could they eventually build a national brand and then expand it globally?

This case can be used in undergraduate and graduate courses in entrepreneurship and strategy, marketing management, operations management, or business leadership to illustrate startups' ideation, operation, and scaling in current scenarios. After working through the case and assignment questions, students will be able to do the following: <ul><li>Determine how a rapidly expanding start-up in the QSR sector can win market share with cutthroat competition.</li><li>Examine the advantages and disadvantages of a regional food company expanding nationwide when consumer tastes and preferences are versatile, and they are accustomed to the prominent local cuisines.</li><li>Develop business strategies in a highly competitive environment where high prices do not always indicate excellence and low prices do not always indicate value.</li><li>Determine and assess various strategic options that BBK could take to capitalize on a sizable market opportunity that is likely to grow in the future as a result of new business opportunities in India.</li><li>Recognize how a targeted value proposition enables businesses to optimize operations.</li><li>Discuss the pros and cons of owned versus hired channels for the growth of a start-up.</li></ul>

• strategy, branding, innovation