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The aim of the present study was to evaluate the textural, color, sensory and microbiological properties of meat momos.

Three different levels of boiled chopped chicken meat, namely, T1 (45 per cent chicken meat), T2 (50 per cent chicken meat) and T3 (55 per cent chicken meat) were taken as filling material for preparation of meat momos.

There was no significant difference in lightness (L*), redness (a*) and yellowness (b*) values. The mean hardness, adhesiveness, springiness, cohesiveness, gumminess and chewiness values also differed non significantly. Salmonella and Coliform were not detected in freshly prepared chicken momos. No significant difference was observed for total plate count and the sensory attributes except meat flavor intensity. The overall sensory scores were found to be significantly (p < 0.05) higher for T2 treatment than other two treatments.

The trials are needed to carry out further study to evaluate storage stability of developed momos.

Meat momos available in the market are not standardized and do not have a defined nutrient content. The standardization and quality evaluation of chicken meat moms can provide the platform for their commercialization at industrial level.

This present study was conducted to evaluate the effect of different cooking methods on quality characteristics of turkey meat cutlets, i.e. turkey meat cutlets prepared by deep frying (DF), turkey meat cutlets prepared by shallow frying (SF), turkey meat cutlets prepared by microwave cooking at 740 MHz for 20 min (MW) and turkey meat cutlets prepared by microwave cooking at 740 MHz for 10 min followed by shallow frying (MS).

Several preliminary trials were conducted to optimise the formulation, and finally, turkey meat cutlets were prepared, as per the method followed by Singh et al. (2015). These standardised turkey meat cutlets were cooked with four different cooking methods. The best formulation and optimum cooking method were selected on the basis of physicochemical properties and sensory evaluation.

pH and moisture content of MW were significantly (P < 0.03) higher than DF, SF and MS; however, cooking yield and water activity values of MW and MS were significantly (P < 0.05) higher. DF had significantly (P < 0.02) higher fat content than SF > MS > MW. The values of textural parameters were significantly (P < 0.01) higher in DF, whereas lightness values of MW and redness values of DF were significantly (P < 0.02) higher. Scores of various sensory attributes, including overall acceptability, were significantly (P < 0.03) higher in MS. Therefore, MS – turkey meat cutlets prepared by microwave cooking at 740 MHz for 10 min followed by shallow frying were found optimum.

Cooking methods vary according to the choice and flavour of the consumer. Meat products, especially cutlets, can be cooked with many cooking methods, but it is always good to choose the one method which contains less fat per cent as per the requirement of present-day health-conscious consumer and also retains and add on to the taste of the product. Hence, microwave cooking followed by shallow frying was found as such a cooking method that has the characteristics of both, i.e. less fat content and also is tasty to the tongue.

The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm.

Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth.

Graduate and postgraduate courses in Management.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The purpose of this study is to assess the effect of chicken breeds on quality characteristics of meat nuggets.

The formulation of meat nuggets prepared from meat of Cobb-400, Vanraja, Aseel and Kadaknath separately consisted of 60 per cent lean meat. The emulsion was prepared by standard method and moulded into nuggets. Cooking was performed under pressure (120°C/15 Psi for 30 min).

Emulsion and cooked nuggets both showed no significant differences in pH values among the breeds. Higher moisture and fat content was observed in emulsion and nuggets prepared from Cobb-400, while respective protein and ash was maximum in Kadaknath and Vanraja meat-based emulsions and nuggets. The per cent emulsion stability (87.04 ± 0.45) and cooking yield (85.24 ± 0.06) was reported highest in Cobb-400, which indicates the better water holding capacity and suitability of Cobb-400 meat for the development of nuggets at six weeks of age. The mean sensory scores for colour and appearance (7.12 ± 0.28), as well as flavour (7.00 ± 0.04), were significantly (p < 0.05) higher in Cobb-400 nuggets and lowest in Kadaknath (6.21 ± 0.03 and 6.65 ± 0.06). However, no significant differences were noticed in other sensory attributes among treatments.

The fatty acid and amino acid profile analysis may be helpful to understand the original nutritional difference in prepared nuggets.

The study will be off immense help in optimum utilization of meat of locally available chicken breeds for breed-specific and cost-effective product formulations.

The products will be acceptable to all commodities because it is made up of chicken meat.

The effect of chicken breeds on meat nuggets is relatively new aspect and essential to establish suitability of meat of locally available chicken breeds for product development.

The purpose of this paper is to investigate the impact of disabled service providers on customers’ evaluations of service quality and behavioural intentions.

The authors conducted a qualitative analysis of online reviews from samples collected in a “dining-in-the-dark” restaurant, which employs blind waiters, and from a restaurant that employs deaf servers. The authors also put forth three quantitative analyses that use survey methodology.

Based on word clouds generated by online data, the findings show that customers treat the hiring of disabled service providers as the most prominent clue in their perceptions of organizational service quality. The quantitative results further illustrate that customers who hold more favourable attitudes towards disabled employees are more likely than other customers to spread positive word-of-mouth (WOM). Another analysis reveals that attitudes towards disabled employees are a separate construct from human compassion.

Customers’ attitudes towards disabled frontline service employees represent a service quality driver. The authors offer researchers an exploratory scale on consumer attitudes towards the hiring of disabled employees to further refine and develop for future validation.

Retail organizations may be able to obtain a competitive advantage by employing frontline disabled people through customer WOM communications. These communications are linked to positive organizational outcomes.

Retail and service researchers know considerably little about customers’ perceptions of interacting with disabled employees. This paper represents original research that encourages retail and service organization to employ disabled frontline employees.

The various learning outcomes of the case include the following: to provide information and help the students to understand how a start-up business succeeds with the proper branding and marketing; to help understand different marketing theories related to segmentation, targeting, positioning, branding, distribution and marketing process and the frameworks of understanding start-up business marketing with a practical example; to improve analytical skills and help evaluate marketing strategies related to segmentation, targeting, positioning, branding, distribution and marketing in the Indian quick-service restaurant (QSR) business; and to encourage learners to think differently towards solution generation and strategy decisions.

The case portrays the dilemmas related to segmentation, targeting, brand positioning, distribution and start-up business marketing in the context of an Indian QSR. The present case strives to portray the journey of WoW! Momo is a QSR brand in India and highlights the company's branding and marketing challenges. Based on the challenges faced by the company and the decision dilemma pointed out in the case, the readers can get sufficient motivation to generate probable solutions. This was early 2007; Binod Kumar Homagai and Sagar Daryani, bosom friends, were on the verge of finishing their graduate studies in commerce from St. Xavier's College Kolkata. Pursuing Chartered Accountancy or MBA was the common trend as the career option among most commerce graduates then. Still, both Homagai and Daryani thought to be innovative and different in their career options. After a series of discussions, they determined to start with their favorite dish, momos, as an alternative brand proposition that would be opening off from the City of Joy, Kolkata. They managed to arrange a seed capital of INR 30,000 in 2008 and started their venture WoW! Momo. In the financial year 2018–2019, the company's revenue had already crossed INR 1170m, achieved its presence in 11 cities in India, and reached more than 243 outlets. This case has followed the qualitative research methods where in-depth interviews of the founders and stakeholders along with the observation method were used. The case unfolds a systematic solution of dilemmas related to segmentation, targeting, brand positioning, distribution and start-up business marketing in the context of Indian QSR business. This case can also be seen as one of the youth entrepreneurial success stories of Indians.

This case is primarily meant for second-year students in a postgraduate program in business management. The case could also be discussed in an executive development program on marketing/brand management/business strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The study aims to assess and find out the preference of street-foods amongst the foreign tourists visiting India. It will also discuss in detail the important factors that lead to the selection of street-foods outlining the relevance of food as a destination attraction.

The study applied the use of location intercept technique through one to one interview using a structured survey scale to take the responses from 586 outbound foreign tourists at the departure gates of International Airport at New Delhi. The street-food preference of foreign tourists was analysed using the analytical hierarchical process model and Chi-square statistics.

This study resulted in identification of 18 street-foods which were preferred mostly by the foreign tourist in India, with Tandoori Chicken tikka being the most favoured and Kathi Kebab being least preferred. This study also confirmed that amongst the all factors which were considered to have an influence on the street-food preference of foreign tourists only marital status was found to be insignificant.

This study suggested that street-food vending can be considered to be a strategic management instrument that can (re)create a destination image and sustain or rejuvenate tourist movements towards a gastronomically rich destination like India. It might help the shareholders in the street-food vending businesses across India to devise strategies to showcase India on a global gastronomic platform.

It is the first study which has tried to exploit the foreign tourists’ emotions through their street-food preference which can be used by the local street vendors to attract, reconnect and increase their repeat visits in India. It will also help sensitising the local street-food vendors including restaurants, catering joints and hotels to include the preferred delicacies in their operational menus for maximising the earnings from tourists.

The purpose of this paper is to evaluate and analyse the street food preferences of foreign tourists in Delhi. It will also try to find out the reasons for the selection of these foods by the tourists.

The data collection was done from 670 foreign tourists at the departure gates of Indira Gandhi International Airport, New Delhi. This study involved location intercept technique through face-to-face interviews and filling of structured questionnaire for taking the responses. The street food preference of the tourists is analysed using analytical hierarchy process model.

This study identified 17 street foods which were amongst the most preferred by the foreign tourist, with chicken tikka being the most favoured and paddu being least preferred. It was also found that tourists usually prefer street foods which are mild in taste and are hygienically prepared.

This study suggests that Indian street food presents a huge market for the foreign tourists that needs to be nurtured. It will help the stakeholders in the street food businesses in Delhi to devise strategies to promote food tourism, modify and align tourism products, enhance farming techniques and ultimately improve the destination image and branding of the place.

This is the first attempt to try to explore tourists’ street food preference and will help in maximising the influx of foreign tourists, as the concept of culinary tourism is on rise in India.

The subject areas are entrepreneurship, start-up ventures and business strategy.

The case is appropriate for undergraduate and graduate MBA.

Shikhar Veer Singh (Singh), a post graduate in Medical Biotechnology, quit a cushy corporate job to start his own food venture WoknStove Foodworks Pvt. Ltd. (WSFL) in October 2015. WSFL sold the ubiquitous popular Indian snack food “Samosas” under the brand name of “Samosa Singh”. “Samosa” – a deep fried triangular in shape with conical edges crispy wrap with variety fillings of potatoes/vegetables – was part of unorganized sector and sold by small shops and road-side hawkers. Singh spotted an opportunity to “brand” the “Samosas” that as well was gaining momentum in the international convenience food markets. The company set up a central kitchen near Electronic city, Bangalore, and started experimenting with different fillings. In February 2016, WSFL opened its first quick service restaurant (QSR) in Electronic city, Bangalore. It was an instant hit with consumers of all age groups. Gradually, the company started supplying bulk orders to various other customer segments such as corporate customers, schools and movie theatres/event stalls, that resulted in revenue growth. By January 2017, his monthly annual revenues amounted to INR […] Singh had ambitious plans to expand his business from a single QSR to 15 QSRs across the city by 2018. However, to cater to the increasing demands and support his expansion plans, he was yet to find out the most suitable back-end processes. He had adopted few standard operating procedures (SOPs) for quality operations and implemented 30 per cent of automation for backend processes at his central kitchen. Singh was aware of the automated machinery available in international markets that had conveyor belt arrangements where one could place the flour dough and filling consecutively to get the end product in a shape, unlike the shape of the Indian “Samosas”. The triangular shape with conical edges of the Indian “Samosas” was of utmost importance for the Indian consumers, as the shape associated them with the favourite snack, the “Samosas”. Singh preferred the method of manual filling to maintain the shape and decided to focus on increasing the shelf life of the “Samosas” instead. He felt that an increased shelf life would better equip him to cater the increased market and seasonal demands. However, the question was that whether this was a feasible option to support his ambitious expansion plans (with only 30 per cent automation)? Was Singh’s thinking right with respect to the business operation? More importantly, whether WSFL venture would be able to make an attractive business proposition for investments from any future institutional/angel investor? Singh’s mood turned reflective as he pondered on the above questions.

The case is structured to discuss the structure of Indian QSR market and factors contributing to its growth, evaluate WSFL’s ability to leverage the Indian QSR market potential, its strengths and shortcomings, to highlight the steps of consumer decision making process in terms of selection of a QSR and discuss WSFL’s business model and its future sustainability.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship

This research investigates how foreign tourists' revisit intentions are influenced by their local food consumption (LFC) value by emphasizing their attitude towards the local food and the corresponding destination food image. It will also reveal the foreign tourists' food consumption value and explore its influences on the destination's food image.

The data collection was performed from 433 foreign tourists who visited Delhi, India, using a structured survey instrument and chief constructs were measured as the first-order reflective variables. The 39 items associated with the LFC value underwent both exploratory and confirmatory evaluations. The authors employed partial least square structural equation modeling (PLS-SEM). The model's discriminant and convergent validity, consistency and overall fit were evaluated using confirmatory factor analysis (CFA).

The findings revealed that “tourists' attitudes and behaviors toward the local cuisine” had a significant and positive influence on their “intention to visit/revisit” and “intention to recommend”. Also, “destination food image” significantly and positively influenced the “intention of tourist to visit/revisit”; however, it negatively and insignificantly influenced the “intention of tourists to recommend”.

This research used five variables related to LFC—quality, health/nutrition, emotion, prestige and price—that impact tourists' attitudes and behaviors toward local foods in Delhi. However, in addition to these constructs, other factors or constructs may be involved that could affect the tourists' attitudes and behaviors. Future studies might explore and include these constructs to provide a more comprehensive image of Delhi's LFC value.

Understanding tourists' food-linked behaviors is critical for effective market conduct. However, the interrelations between travelers' destination food image, LFC value, their perceptions of the local cuisine and behavioral intentions are still unknown, and this will be one of the first attempts to discuss these behaviors.