Horn & Hardart: Reviving A Legacy Brand—Strategy, Positioning, And Investor Value
商品編號：W47892
出版日期：2026/03/17
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Field)
涵蓋議題：brand revitalization;market strategy
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：United States
產業：Accommodation & Food Services
事件年度：2025
In 2023, David Arena felt the urge for a new challenge. His inspiration came from an unexpected source: Horn & Hardart (H&H), a once-iconic American dining brand. At its 1952 peak, the company operated 171 locations across Philadelphia, Pennsylvania, and New York, New York, serving 750,000 customers daily. By 1991, H&H had vanished, undone by suburban migration, inflation, and fast-food competition. David saw an opportunity to revive H&H for the modern era through a carefully updated strategy. By 2023, he had begun rekindling the brand in Philadelphia, starting with coffee that blended nostalgia with contemporary tastes. To scale, he recognized the need to attract investors, refine his vision, and present a compelling growth strategy by the end of 2025. David faced a pivotal decision: How would he (and should he) attempt to scale H&H from a nostalgic Philadelphia revival into a sustainable, investable national brand?
教學手冊：Horn & Hardart: Reviving A Legacy Brand—Strategy, Positioning, And Investor Value - Teaching Note
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