CASE DESCRIPTION This case highlights the importance of defining the concept and determining the market when launching a new themed brand. The brand was initially scheduled for launch in a smaller international market, but after market research, the launch was rescheduled for a larger, more upscale market. This case has a difficulty level of three and up, appropriate for junior level and beyond. The case is designed to be taught in two to three class hours in a management, marketing or an entrepreneurship course, and is expected to require about three hours of outside preparation for students, consisting mainly of reading the case and familiarizing themselves with trends and opportunities in the restaurant industry.
