Picante Mexican Grill: A New Delhi Experience

14 Pages Posted: 1 Jun 2017

See all articles by Gal Raz

Gal Raz

University of Virginia - Darden School of Business

Elliott N. Weiss

University of Virginia - Darden School of Business

Rajkumar Venkatesan

University of Virginia - Darden School of Business

Samuel E. Bodily

University of Virginia - Darden School of Business

Gerry Yemen

University of Virginia - Darden School of Business

Abstract

Modeled loosely after the American restaurant chain Chipotle, Picante Mexican Grill seeks to offer fresh and healthy vegetarian fast-food options. The owners of this start-up chain in Gurgaon, India, struggle to manage their quickly growing operation. As they consider expanding into new locations, diverse issues—including determining store hours, location, managing centralized production, and meeting staffing needs—challenge the entrepreneurial trio.

Excerpt

UVA-OM-1520

Aug. 15, 2014

PICANTE MEXICAN GRILL: A NEW DELHI EXPERIENCE

Just shy of a year after opening their first Picante Mexican Grill (Picante) in Gurgaon, India, cofounders Akshay Mittal, Gokul Chandrasekaran, and Kshitiz Mittal found themselves working behind the counter at their third location. They had opened their first restaurant in a business tower in January 2012. Shortly afterwards, they launched a second one in a commercial shopping area, and in April 2013, the third Picante opened in a shopping mall in a primarily residential area. Although the cofounders had not envisioned being such active participants in the food-service part of their business, they had learned much throughout the year. And there were several difficulties to work out before they could even hope to return to back-office management.

The partners were looking at immense challenges. The growth throughout 2013 had put utilization pressure on Picante's central kitchen, where all the food was prepared. The transportation of prepped food took longer, and employee attrition had risen. On top of that, business, in general, was slower, and the third restaurant had greater variability of business than the other two. It seemed as though customers at the third restaurant failed to understand that customization was a key benefit of dining at Picante restaurants. Given these issues, should the cofounders continue with the third location?

Quick-Service Restaurants in India

. . .

Keywords: Picante Mexican Grill, Chipotle, burrito, expansion, staffing, centralized production, start-up, start up, entrepreneur, restaurant, fast food, fast-food, revenue rent ratio, vegetarian, staffing, assembly line, scaling a start up, expansion

Suggested Citation

Raz, Gal and Weiss, Elliott N. and Venkatesan, Rajkumar and Bodily, Samuel E. and Yemen, Gerry, Picante Mexican Grill: A New Delhi Experience. Darden Case No. UVA-OM-1520. Available at SSRN: https://ssrn.com/abstract=2975017

Gal Raz (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Elliott N. Weiss

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/html/direc_detail.aspx?styleid=2&id=4375

Rajkumar Venkatesan

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/html/direc_detail.aspx?styleid=2&id=5808

Samuel E. Bodily

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4813 (Phone)
434-293-7677 (Fax)

HOME PAGE: http://www.darden.virginia.edu/faculty/bodily.htm

Gerry Yemen

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
0
Abstract Views
75
PlumX Metrics