Route 11 Potato Chips

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


Route 11 Chips, a regional potato chip company, is struggling with whether to reduce the number of flavors it markets. Additional flavors add operational cost, but management believes that some of the flavors are important to Route 11's brand image and that trimming the line might damage the brand. Route 11 has also taken a price increase recently and management is interested in finding out if there is additional room to raise prices. To analyze these issues in the case, students have access to five years of data on sales by flavor and package size as well as actual price and margin information (in a supplemental Excel spreadsheet).



Wilcox, R. and Santos, C. (2017), "Route 11 Potato Chips", Darden Business Publishing Cases.

Download as .RIS



University of Virginia Darden School Foundation

Copyright © 2011 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.