Cunningham’s Pub: Halle-Lujah for Wings

Name: Cunningham’s Pub: Halle-Lujah for Wings (English version)
SKU: W25213

Mary Dellar, Robert Mackalski, Nicolette Papastefanou, Marc Ducusin

Product #:W25213

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:Canada, 2021

Details:Case (PDF) • 13 pages • 2022-05-18 (Rev: 2023-10-19)

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New opportunities, challenges, and decisions arose for a pub owner and his business partners when celebrity Halle Berry raved on social media about the hot wings served at the pub. Berry's post sparked an unprecedented 28-day sellout and a firestorm of news coverage that kept the business going at a time when the restaurant industry was suffering from government-imposed restrictions due to the COVID-19 pandemic. The pub owner and his partners wonder whether to seize momentum and enter the fiercely competitive packaged goods industry, bottling and selling their signature wing sauces.

Learning Objectives

This case focuses on marketing strategy, the understanding of marketing as both an art and a science, social media influence, and entrepreneurship. The case works well as an introduction to marketing, marketing strategy, and retailing courses in undergraduate- and graduate-level courses. The format works well both in class and online. Working through the case and assignment questions will give students the opportunity to

appreciate the marketing opportunities and challenges from the perspective of an entrepreneur;
understand fixed and variable costs, contribution margins, and break-even points; and
make marketing strategy decisions based on financial evaluations.

Cunningham’s Pub: Halle-Lujah for Wings

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Learning Objectives