Case Study of the Week: Adding Less Expensive Options at the Food Truck

Feb 6, 2023


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
Competitive Events Specialist

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.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Product/Service Management

Performance Indicators:

Explain the concept of product mix
Plan product mix
Build product/service brand
Explain factors affecting pricing decisions