Case Study of the Week: Adding Snacks to the Menu

May 6, 2024

Restaurant and Food Service

You are to assume the role of the product manager for Delish, a quick serve restaurant chain. The vice president wants you to weigh the pros and cons of adding a new menu category and make a final recommendation.

Delish opened in 1975 and had a simple menu that featured burgers, fries and sodas. Delish’s tagline has remained the same since it opened, “no burger tastes better.” During the last four decades, customers tastes and preferences have changed. While burgers are still the top selling item at Delish, the chain has added several new menu items.  

In the 1980s, Delish added chicken and fish sandwiches to the menu to attract vegetarians. In the 1990s, a variety of salads were added to the menu to give healthier options. In the 2000s, specialty coffee drinks and desserts were added. In the 2010s and early 2020s, Delish added spicy chicken sandwiches and plant-based burgers to the menu. Due to poor sales, the salads and coffee drinks were discontinued, and the fish sandwiches are now limited time only items. Even with all the menu additions, the burgers and fries are still the most popular menu items.

The vice president has noticed that many quick serve restaurant chains are now offering a new category to their menus: snacks. Recent reports have shown that people look to fast food and the drive-thru to get a snack rather than a full meal. The most popular snacks are handheld and cost under $2.99.

The vice president wants to add a snack category to the menu to take advantage of this trend. The vice president wants to add mozzarella sticks, hush puppies, egg rolls and stuffed jalapenos to the menu. Each would be served in a handheld box and priced at $2.99.

The vice president wants you to weigh the pros and cons of adding another menu category and several new menu items to the Delish menu. The vice president wants you to explain how Delish snacks would help or harm the brand and make a final recommendation.


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:

Hospitality and Tourism

Instructional Area(s):

Product/Service Management

Performance Indicators:

Explain the nature of product/service branding
Explain the concept of product mix
Identify product’s/service’s competitive advantage
Determine factors affecting business risk