Yalla Momos was a restaurant in Dubai, United Arab Emirates, that served momos, which were Nepal’s answer to the Chinese dumpling. Yalla Momos’ sales have grown exponentially since brothers Prashant and Ishan Goel founded the restaurant in 2012. Recently, in order to safeguard their share of the market, the Goels have been considering how to take their venture forward in the face of competition from both the organized (big retail outlets) and unorganized (individually managed) food sectors. The founders want to secure a position as market leaders in providing nutritious, affordable restaurant food to the expatriate (expat) community in Dubai. How could they communicate with the public and persuade a wider target audience of South Asian expats to adopt this healthy food choice? Should they diversify the menu to attract more customers, or would that cause the restaurant to lose its core competitive advantage of serving healthy, nutritious food? Would harnessing social media attract the expats?
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