The future of Bird Bird Restaurant at a Crossroad. Issue 10 (2nd October 2020)

• Record Type: Journal Article
• Authors: Lee, Kuan-Huei
• Is Part Of: Asia Pacific journal of tourism research. Volume 25:Issue 10(2020)
• Page Start: 1098
• Page End: 1108
• Publication Date: 2020-10-02
• Subjects: Case study -- restaurant -- Asia Pacific -- Singapore -- food and beverage entrepreneurship -- strategic options -- foodies -- tourism marketing -- food and meverage management -- food businesses; Tourism -- Asia -- Periodicals; Tourism -- Pacific Area -- Periodicals; 338.4791504429
• DOI: 10.1080/10941665.2020.1767665
• Languages: English
• ISSNs: 1094-1665

Abstract

ABSTRACT: The successful experience of opening Artichoke Restaurant in 2010 in Singapore encouraged Bjorn Shen to open his second restaurant, Bird Bird, in early 2016. Unfortunately, this new venture was not performing as expected. Bjorn tried relocating the restaurant to target a different market, but the restaurant was still underperforming. After making a loss for two consecutive years, Bjorn needs to decide the next step of Bird Bird Restaurant. Possible problems and strategic options are presented in this case study. If you were Bjorn, what would your decision be?