You are an entrepreneur that owns three food trucks in a busy city of 300,000 people. The food truck business, Wing Love, sells chicken wings, French fries and cold beverages. The food trucks are placed in three busy neighborhoods: a college campus, a large park in the center of downtown and a mid-town neighborhood full of both households and businesses.
Wing Love has a simple menu:
- 5 traditional chicken wings - $7.00
- 10 traditional chicken wings - $12.00
- 15 traditional chicken wings - $18.00
- Regular French fries - $3.00
- Large French fries - $5.00
- Cold water and sodas - $2.00
The chicken wings have 8 varieties of sauces and 5 dry rubs that customers can choose from. Wing Love has been named the top wing restaurant in the area in a contest sponsored by the local newspaper that asked residents of the city to vote for businesses in various industries. Wing Love beat out several full-service and quick service chain restaurants that specialize in chicken wings.
Since the pandemic there has been a nationwide shortage of chicken wings. To deal with the shortage, Wing Love has had to temporarily raise the prices on their chicken wings by $2.00 per order. The increase in price has had a negative effect on sales with all three locations reporting significant decreases since the price change.
Your business partner has suggested that Wing Love add a menu item to give customers another choice than the temporarily higher priced chicken wings. Your business partner thinks it would be a good idea to offer a different new item at each of the Wing Love food trucks. Your business partner wants you to:
- Choose a new menu item for each of the Wing Love food truck locations
- Explain how the new menu item fits the clientele
- Describe how the new menu item will build and expand the Wing Love product brand
- Recommend prices for new menu items
- Determine how to evaluate customers’ experiences with the new menu items
Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.