Mumbai Express: the taste of dilemma
Document Type
Article
Publication Title
Case Journal
Publication Date
6-9-2025
Abstract
Research methodology: This paper aims to draw its foundation from primary and secondary data sources. The primary data were derived through extensive interviews with the case protagonists and close observations of the settings and situations described in the case. These were further supplemented by secondary data, collated to enhance the depth and context of the case, aiding in a more comprehensive understanding for the reader. ChatGPT was used in rewriting some sections of the case and in developing the instructor manual, particularly with ideation and ideal student answers. The research team very carefully scrutinized and heavily edited all sections to ensure correctness. Case overview/synopsis: This case chronicles the journey of two close friends, Sean and Connor, from their time as finance students at Brigham Young University (BYU) in Provo, Utah to budding entrepreneurs within the community. Anchored in their passion for Indian cuisine, they envisioned Mumbai Express as an innovative culinary enterprise seeking to offer authentic Indian food through an affordable quick-service model. They aimed to address common pain points often associated with restaurant dining, particularly in the local community. Internal factors such as developing their signature dish, Chicken-Tikka-Masala (CTM) and external factors such as COVID-19 created barriers for Mumbai Express along the way, including opening the restaurant and keeping it afloat. Reflecting on why the restaurant closed, students will be challenged to step into the shoes of aspiring entrepreneurs to understand the dynamics of Mumbai Express’ ultimate failure. Complexity academic level: This case is well-suited for use in sophomore or junior undergraduate courses in entrepreneurship, especially those emphasizing concepts like the minimum viable product (MVP) and differing emotional equity within partnerships.
Volume
21
Issue
4
First Page
791
Last Page
802
DOI
10.1108/TCJ-12-2023-0248
Recommended Citation
Jorgensen, D., Hall, C., Leonel, R., Nixon, M., & Schill, R. (2025). Mumbai Express: the taste of dilemma. Case Journal, 21 (4), 791-802. https://doi.org/10.1108/TCJ-12-2023-0248
E-ISSN
15449106
