Abstract

In 2006, the Cafe de Coral group celebrated its twenty years as a public company.  Mr. Michael Chan, Chairman and CEO of the company, was uncertain about the directions his company should take, in order to remain the success and longevity in the cut-throat fast food industry.  Should the company move outside of Hong Kong and take a much more aggressive plan than it did previously?

Learning Objectives

Company/Organization	Café de Coral Holdings Ltd.
Industry	catering, fast food, food processing and distribution, restaurant, property development, customer service
Major Discipline	Strategy
Subject(s)	stakeholders, Chinese quick service restaurant, Customer, Customer service, Expansion, Global business, Local brand, Materials sourcing, specialty restaurants, product innovation
Geography	Hong Kong, China
Page count of the Case	34
Publisher	HKUST (for CICC)