Hamburguesas El Corral: Does Delivery Service Matter?
Hamburguesas El Corral is a Colombian hamburger fast food chain founded in 1983. From the beginning, Hamburguesas El Corral was recognized as a traditional Colombian brand, positioning itself with the motto "the original recipe" as a provider with focus on fresh and highest quality products. The case allows students to examine the service encounter design of Hamburguesas El Corral and to compare it with McDonald's, which entered the Colombian market in 1995 and took over market leadership from Hamburguesas El Corral in 2012. The case furthermore tackles the trend towards delivery services in the fast food sector, addressing the specific service encounter design components of this delivery mode as well as its potential benefits and risks within the context of a changing competitive environment. The case finally asks students to analyze potential responses of El Corral's management to regain market share and market leadership, leading to the following question: Should El Corral hold firm to its traditional "no-delivery-service" policy or should it adapt to a major market trend and create a new brand, "El Corral Home", as a 100% home-delivery chain? Universidad de Los Andes' case collection