Case Title & Author

Title: Yuppiechef: From Clicks to Bricks – an Omnichannel Approach for A South African Business
Author: Mignon Reyneke and Claire Barnardo

Subject Areas/Case Usage

Digital Marketing, Strategy, e-Commerce

The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce. This teaching case is intended to be used as teaching case material in postgraduate business programmes such as Master of Business Administration (MBA), a specialist master’s programme such as MM (Entrepreneurship), postgraduate diploma in management (PGDip), as well as selected executive education programmes.

Brief Synopsis

This case looks at Yuppiechef, a successful e-commerce business, and their move from “clicks to bricks” with the introduction of retail stores. Co-founder and CEO of Yuppiechef, Andrew Smith shares the current business status and considers how to maintain the brand’s customer-centric culture with the growth of retail and being an omnichannel pioneer.

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Contacts

For any inquiries on the Strathmore University Africa Case Centre, please write to Lena on lgachoki@strathmore.edu

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