Client Name

Khaadi Kanteen

Faculty Advisor

Dr. Nasir Afghan, Assistant Professor, School of Business Studies (SBS)

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

The project aligns with Entrepreneurship and Innovation by finding new business opportunities and places for expansion for Kanteen. We analyze market trends to suggest expansion strategies. For example, we propose innovative menu changes based on customer feedback to attract more visitors. This supports creating a sustainable business model. This fosters economic growth through creative solutions.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

This project supports four SDGs: SDG 12 (Responsible Consumption and Production), SDG 8 (Decent Work and Economic), SDG 5 (Gender Equality), and SDG 9 (Industry, Innovation, and Infrastructure). The project supports SDG 8 through sustainable practices at Kanteen. For example, we recommend using biodegradable packaging to help reduce waste, for instance, using reusable cutlery to reduce plastic use. In regard to SDG 8, we have identified potential for expansion strategies that will create jobs, including hiring new staff for newly opened divisions, as an example, if a branch opened at LuckyOne Mall it would result in new local employee opportunities. For SDG 9, we touched on the idea of innovating the menu based on the community's feedback, for instance, most individuals from the community requested a dish "Anda Ghotala." For SDG 5, we believe that Kanteen's staff should consist of both men and women who are treated on an equal basis in terms of growth opportunities, pay and bonuses, etc.

NDA

No

Abstract

The purpose of this Experiential Learning Project (ELP) is to evaluate the scalability of Kanteen’s business to the competitive food and beverage (F&B) industry within Karachi with recommendations in line with the Terms of Reference (TOR) of expanding the business to one of the following locations; SMCHS, LuckyOne Mall, Defence E-Street or North Walk. Deliverables will be focused mainly on data-driven projects to choose possible locations in terms of marketability, branding and marketing based on Khaadi’s brand awareness, and suggestions on sustainable operations like the use of bio-degradable packaging and online delivery services. In pursuit of entrepreneurial innovation and sustainability objectives, the project aims at increasing the market entry of Kanteen by examining the consumer preferences, competitor moves, and location sites best suited to physical establishment. The study is based on the mixed-method design, in which quantitative and qualitative data will be used. The primary sources involved 200 surveys, 8 semi-structured interviews, as well as the observational studies of Kanteen branches (Tipu Sultan and Dolmen Mall Clifton) and the locations where the cafes were to be extended to. Secondary information involved economic reports, online reviews, copies of competitor analysis, which were combined with SWOT, PESTEL, and Porter’s Five Forces. This methodology allowed the overall evaluation of the market dynamics and customer insight, yet taking into consideration Ramadan timings and targeting youngsters as a sample size, which acted as limitations. The findings indicate that Kanteen does extremely well in terms of hygiene and ambiance which is further rewarded by its association with Khaadi but it has weaknesses in relation to high prices and quality of food, which lacks in comparison with competitors such as Chai Chatt and street vendors. Using survey figures (48% visitation rate, 54.8% recommendation rate) and interviews, demand was noted to be related to the need of affordable pricing, and variety of foods, with the LuckyOne Mall being the most viable expansion site because of the high footfall, and fit to the market. Among the risks listed are economic inflation, but the opportunities in the digital trends and youth cafe culture moderate the risks. Suggestions suggested are economical pricing, association with Foodpanda to deliver the food, and food on wheels to increase accessibility. It is suggested to incorporate a digital marketing plan involving collaboration with influencers and the introduction of a loyalty program. The tactics correspond to the SDGs 5, 8,9, and 12, which enhance sustainable development and innovation regarding the long-term viability of Kanteen in the Karachi F&B market.

Document Type

Restricted Access

Document Name for Citation

Kanteen Feasibility

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