Summary:
BTRMLK was a fried chicken restaurant in London, Ontario with a niche product selection and take-out only service. The company was founded by Shad Haidar and Monia Elhayek, a couple born and raised in London, Ontario. BTRMLK had experienced strong sales and brand awareness and thus Haidar and Elhayek were determined to keep this momentum rolling. Various next steps to continue their business’ growth were considered; opening a new brick-and-mortar store in London or Toronto, or purchasing a food truck to visit universities across western Ontario. In addition, an accompanying advertising plan was needed to promote the expansion. Students are asked to perform an external and internal analysis, identify a target market, evaluate product, price, placement and promotion to propose a complete marketing plan with financial implications. This marketing case is designed for an introductory business class at the undergraduate level.
BTRMLK: Crafting the Perfect Recipe for Brand Expansion
Author: Richard S. Bloomfield and Heather McDougall
Category:
Marketing
Preamble:
This case was written with the support of research assistant, Cecilia Darling, and was edited by Shahin Pardhan, Joe Gilvesy, and Katie Oates. Final production of this note was made possible by Ryan Rabie from the Library and Learning Services team at Huron University. The authors' intent for this material is to be used in a classroom or other management learning settings. Names or other identifying information may be altered to protect confidentiality.
Published 07-18-2025
Copyright:
This content is freely available without charge to readers and their institutions. All content is published under the Creative Commons License, Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). Readers are allowed to read, download, copy, distribute, print, search, or link to the full texts of this case without seeking prior permission from the author(s).
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