EatSure was the direct-to-customer platform of Rebel Foods, an internet-based restaurant. EatSure was positioned as a digital food court compared to online food aggregators and other companies in the food-service industry. Sagar Kochhar, chief executive officer of EatSure, had a meeting with his executive team to discuss the company’s goal of reaching fifty million EatSure app users. EatSure had recently reached more than seven million downloads. The team met to analyze EatSure’s positioning with respect to other food-delivery competitors following recent market research and the creation of a perceptual map. Kochhar wanted to understand the company’s existing market position and decide on a future course of action to meet this growth goal.
EatSure: Bringing Surety From the Clouds
Ashima Vardhan, Paaras Bhardwaj, Sourav Garg, Jatin Pandey
Product #:W32292
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2021
Subjects:
Industries:
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Learning Objectives
The case can be used in the introduction of new-generation or online business model courses and modules. It can also be used to introduce the role of perceptual maps or consumer viewpoints in developing an organization’s growth strategy in strategic management courses, digital marketing, and general marketing management courses at the undergraduate and postgraduate levels.
The case can be divided into five parts: industry and background, company history, journey, positioning, and future of EatSure. Information on the food-services industry and opportunity landscape develops contextual relevance for participants. The case then dives into the progress and positioning of Rebel Foods and EatSure, to explain how EatSure differs from other companies in the industry. Students are asked to decide what positioning could bring the desired growth for EatSure in coming years. After working through the case and assignment questions, students will be able to
- explain the business models of online food-service and food-delivery companies;
- understand perceptual mapping as a tool for understanding consumer perception (multi-dimensional scaling);
- align marketing decisions (brand positioning) with strategic decisions (growth); and
- develop a plan for a specific growth strategy based on existing choices and constraints.