The Case of Mexicali Fresh: Bringing a Restaurant to New Zealand

Abstract

Much of the information for this case was taken from interviews by the first and second authors with Cindy and John Buell at Mexicali Fresh, taken directly from the Buell’s Mexicali Fresh Business Plan, and updated information from their blog posted on http://mexigrill.blogspot.com. In addition, background for this case was provided by Stowers (2005).

Citation

Miles, M.P., Kirkley, W.W. and Darroch, J. (2007), "The Case of Mexicali Fresh: Bringing a Restaurant to New Zealand", Journal of Research in Marketing and Entrepreneurship, Vol. 9 No. 1, pp. 102-116. https://doi.org/10.1108/14715200780001342