DOUGH T.O: A Sweet Expansion Opportunity
(7 pages of text)
In early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since its founding in 2017, the brand had expanded its edible cookie dough business from its original pop-up model to one that included online sales and a catering business. The co-founders were considering five options: opening a permanent flagship location, offering franchise rights, distributing product through grocery stores, entering into strategic partnerships, or pursuing a unique, creative option by “thinking outside the box.” Regardless of the decision they pursued, the co-founders wanted to pave the way for their company to become a sustainable business.
This case is suitable for undergraduate and graduate-level courses on marketing strategy or entrepreneurship to evaluate an expansion opportunity through a marketing lens. After completion of the case, students will be able to
- identify how industry and consumer trends impact a company's pricing, promotion, place, and product decisions;
- discuss how the marketing strategies of small businesses may differ from those of large consumer packaged goods companies; and
- evaluate the potential advantages and disadvantages of various expansion opportunities using both qualitative and quantitative analyses.
Accommodation & Food Services
Canada, Small, 2020
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download