Foodics: Changing the Way Restaurants Connect with Customers

By Robert Siegel
2021 | Case No. SM346 | Length 9 pgs.

Foodics aimed to develop a point-of-sale system that offered food and beverage establishments an all-in-one workflow solution, providing a digital menu system to replace outdated analog systems and paper stickers to update menu prices. The case study discusses the hurdles and complexities of bringing what appeared to be a logical and simple digital solution to market, as well as plan for strategic expansion across multiple countries.

Integrating Foodics’ digital meus into existing point-of-sale systems would involve unexpected challenges, as the founders soon realized restaurants and coffee shops in Saudi Arabia and throughout the Middle East relied on proprietary technology platforms for many of their business operations. Further complicating matters, the highly individualized rules, laws, and ways of doing business in different cities would require local staff and expertise, and a large field sales organization.

Learning Objective

This case study is designed to help students learn how to evaluate the risks and rewards of potential investments, and convey to potential investors the strengths and accomplishments to date, as well as the long-term solutions to address a new venture’s specific needs as it sought to expand.
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