To read this content please select one of the options below:

Ajay Foods: the sweet spot within service design and menu expansion

Ramkrishna Dikkatwar (Professor at Pune Institute of Business Management, Pune, India)
Tanmoy De (Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune, India)
Mohammed Laeequddin (Professor of Practice at Indian Institute of Management Bodh Gaya, Bodh Gaya, India)

Publication date: 26 June 2023


Learning outcomes

To understand a firm’s service concept and process; to explain the service design that differentiates itself by making trade-offs in operations and service offering; to identify the importance of deliberately designed interrelated systems and resources to achieve growth in services and to evaluate the fit of new design elements in the service offering.

Case overview/synopsis

Ajay Takeaway Foods LLP (Ajay Foods) is a food venture founded by Mr Jaideep Solanki and Mr Ajay Solanki and operates as a chain of quick service restaurants with a simple mission to sell food that is good, affordable and accessible to all. Ajay Foods serves only pure vegetarian and limited variants of burger, pizza and cold coffee. Ajay Foods rolled out 75 stores in just 18 months during the COVID 19 pandemic. Ajay Foods’ founders were contemplating on expanding menu. There was growing demand for food items such as samosa, wraps, sandwiches and French fries. One of the founders got into dilemma: How many items? and Which item(s) to add to the menu?

Complexity academic level

This case can be used at post-graduate level to teach basic frameworks of service concept and design. The case covers a range of topics such as service processes, service elements and product offerings in a service setting. It can be used effectively with MBAs and Hospitality Management program in courses that focus on Service Management, Service Operations or Service Marketing Strategy.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 9: Operations and Logistics.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.


Dikkatwar, R., De, T. and Laeequddin, M. (2023), "Ajay Foods: the sweet spot within service design and menu expansion", , Vol. 13 No. 1.



Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles