Abstract

The case “The Unique Brand Elements of Hotel Saravana Bhavan – An International Restaurant Chain” talks about the journey of HSB from a small restaurant to a global restaurant chain. The case starts out by providing in detail the background of HSB’s founder P.Rajagopal and his various entrepreneurial efforts. Information regarding the gradual growth of HSB, along with the company’s forays into other areas of the restaurant industry is also provided. The various aspects of HSB that paved the way for its eventual success such as the emphasis on the usage of quality ingredients, the extreme care taken to provide a standard, high level taste for its food, and the stress on cleanliness is described in detail. The case also mentions the various benefits provided by HSB to its employees to motivate them to provide the impeccable service, which was a hallmark of the restaurant chain. The case ends with a mention about the future plans of HSB and the rising prospects of the Indian restaurant industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the importance of aspects such as food quality and taste in the restaurant industry
• To recognize how provision of excellent benefits to employees lead to superior customer service
• To comprehend the international expansion strategy of a ‘Specialized Restaurant’
• To comprehend reputation management in the restaurant industry

Keywords

Saravana Bhavan,Fast Food, Specialized Restaurant, International Expansion Strategy, Brand Managment, Customer Service, Employee Welfare, Reputation Management, Food Taste, Entrepreneur, Budget Restaurant, Incentives, Brand Marketing, Brand Identity, Quality Consciousness