Yolk-ay, a United Arab Emirates restaurant chain specializing in traditional Indian egg dishes, recently opened its eighth location in 10 years--but turnover is flat, and competitors are gaining market share. Should Yolk-ay go after new customers by adding vegetarian and chicken dishes to the menu? Or stick to what it's known for rather than risk diluting its brand identity? The chain's father-son owners are on opposite sides of the issue. This case includes expert commentary from Rajiv Meherish, the founder of the Dubai-based restaurant group Raju Omlet, and Anthony Ackil, a cofounder of the U.S. fast-casual chain b.good.

Yolk-ay, a United Arab Emirates restaurant chain specializing in traditional Indian egg dishes, recently opened its eighth location in 10 years--but turnover is flat, and competitors are gaining market share. Should Yolk-ay go after new customers by adding vegetarian and chicken dishes to the menu? Or stick to what it's known for rather than risk diluting its brand identity? The chain's father-son owners are on opposite sides of the issue. This case includes expert commentary from Rajiv Meherish, the founder of the Dubai-based restaurant group Raju Omlet, and Anthony Ackil, a cofounder of the U.S. fast-casual chain b.good.