Waffle-Up: From Overcoming Challenges to Being the Trendsetter in the Street Food Business of Bangladesh

Tahsin Raysha Mallik (BRAC University, Bangladesh) and Zeun Tafsir Nova (BRAC University, Bangladesh)
Copyright: © 2024 |Pages: 151
EISBN13: 9798369358481|DOI: 10.4018/979-8-3693-1781-5.ch008
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The hotel and hospitality industry is a type of industry that has a lot of potential if the business model is unique. Otherwise, it is a very competitive industry to operate in. Based on the changing market trends, businesses adapt and evolve over time. New businesses launch religiously, which makes the industry and market very competitive. It is an identified challenge for entrepreneurs or leaders who belong to this industry. This case is based on a similar business that belongs to this sector, which despite being a newcomer to the industry, became a trendsetter. Waffle Up has adapted similar strategies like proactive innovation, willingness to change, resource leverage, etc. Keeping customers engaged in a business is extremely effortful. This case identifies the prioritized factors and the reasonings behind their choice. The case also focused on the downsides of this industry and explored the factors that can lead to the downfall of a business.
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