The future of Bird Bird Restaurant at a Crossroad

ABSTRACT

The successful experience of opening Artichoke Restaurant in 2010 in Singapore encouraged Bjorn Shen to open his second restaurant, Bird Bird, in early 2016. Unfortunately, this new venture was not performing as expected. Bjorn tried relocating the restaurant to target a different market, but the restaurant was still underperforming. After making a loss for two consecutive years, Bjorn needs to decide the next step of Bird Bird Restaurant. Possible problems and strategic options are presented in this case study. If you were Bjorn, what would your decision be?

KEYWORDS:

• Case study
• restaurant
• Asia Pacific
• Singapore
• food and beverage entrepreneurship
• strategic options
• foodies
• tourism marketing
• food and meverage management
• food businesses

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Isan consists of 20 provinces in the north-eastern region of Thailand.

2 Central Business District (CBD) is located Singapore's city-centre where most skyscrapers are as well as commercial and financial activities.

3 BCG stands for Boston Consulting Group.

4 SWOT is the acronym of strength, weakness, opportunity and threat.