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SCM Case Study Brekkie Breakfast


A novel Idea to tweak up your breakfast, a SCM Success story

“ The idea of breakfast to is a tedious one for a mother, office goer or simply anyone who has the responsibility to do so, you have to be up and running first thing in morning, take care of the health and fitness, everyday, its tedious monotonous and simply boring sometimes unless making food is your absolute passion.; even if you have shared your workload with your friend/roomie (oh yeah, your spouse) , the routine gets to you, you end up with white flour bread or noodles, or get it from outside, and then fall back to the same routine. We simply have no options other than going for easy on pocket, non greasy, veggie, and kicks the tastebuds..” 

so says the author of this piece..“ I’m never up in time, for starters. Second, there aren’t any pocket-friendly, non-greasy and palate-friendly options nearby. Finally, I’ve never had to step out in the morning for breakfast as a kid; it’s always been there. I think I make a pretty good case for all the lazy lumps to hop, skip and jump straight to an early lunch, yes?” 

Ashwin Chandrasekaran, Haripriya Raja and Nikhil Behl found a way to fix all three of these problems in one go; they came up with Brekkie, which serves a balanced, wholesome breakfast straight to your home or your office. It tastes pretty good, too! The ‘breakfast-eers’ also have their own customized vending cart parked at 9th ‘A’ Main on 100 ft Road in Indiranagar. Brekkie

Nikhil, Haripriya and Ashwin – Founders, Brekkie

“We realized that breakfast was a problem point on two fronts; first there was a lack of any good wholesome breakfast options and second, a lot of people think it’s alright to skip that meal,” points out Ashwin, who grew up in the Netherlands but decided to shift to India three years ago.

Each Brekkie bag consists of three elements: a main, a side and a treat. The main typically includes stuffed parathas, uthapams, poha, a sandwich, cheela, stuffed idlis, pancakes or rolls. The side element varies from a salad or custard to daliya or muesli. The treat includes either a few slices of cake or a few cookies. The breakfast menu is different every day. “People have identified with the fact that our menu changes daily,” says Ashwin. “We aren’t overly health-related. We’re trying to promote the culture of eating a wholesome breakfast instead,” he adds.

“I had had enough with the greasy food of the Sagars for breakfast,” reveals Nikhil. “I had reached a boiling point to get some good food in the mornings, and a service like Brekkie was sorely needed.” Nikhil spends his time balancing between Brekkie and a wealth management startup that he works for.


The Brekkie Vending Cart

The venture has been around for a little over two months now, and they’ve notched up a base of roughly 100 customers per day with more than half of that number being regular subscribers. “I think we’re perceived as a healthy alternative and something to look forward to everyday,” explains Ashwin.

The breakfast is delivered in personalized Brekkie bags in Indiranagar, Ulsoor and MG Road. “The idea of serving people with breakfast the moment they wake up so that they can eat in the comfort of their homes is what drives us,” says Haripriya. She has over three years of experience working with ad agencies on strategy and branding.

“The vending cart is a great way to reach out directly to people who come and buy our stuff. We get to interact with people who may not even be our customers,” reveals Haripriya. “We’ve got some pretty good ideas from the people who walk up to our cart. We also offer tea to everyone who walks up to us, be it cops, cleaners or morning walkers,” she adds. All three founders take turns at managing the cart while the other two work at delivering the breakfast bags.

Their day begins at five in the morning when they start preparing for service. Their menus are planned a week in advance to help with sourcing and planning.

Most of their business is generated via their Facebook page and website, along with interactions on Whatsapp groups. The team has also invested in some exciting and thoughtful initiatives; they recently used bags made by the Spastics Society of Karnataka as Brekkie bags to raise awareness for the cause. They’ve also made special treats on Halloween and Thanksgiving to add some charm and a flavor of festivities to the whole experience. Here’s looking forward to what they have in store on Christmas and New Year’s!

For SCM Students:

Q1 : Can you describe the business case of the case study? 

Q2 : Discuss the SCM of the Business of “Brekkie” and its importance in the success of this venture. Do you think this is a sustainable model for SCM when there is a tough competition by way of Swiggy, Uber Eats, Zomato? 

Q3 : What is the communication flow from Customers and processing of the orders.

Additional Reads for above questions :

Porter’s five forces model helps in accessing a business situation. Porter’s Model is a business strategy tool that helps in analyzing the attractiveness and effectiveness of an organistation in an industry. Where you stand what are your options and how are we going to handle the options?

helps access current strength of competitive position and the strength of the position that the organisation is planning to achieve.

Porters model of competitive forces- there are five competitive forces that identifies the competitive power in a business situation.

  1. Threat of substitute products

  2. Threat of new entrants

  3. Intense rivalry among existing players

  4. Bargaining power of suppliers

  5. Bargaining power of Buyers

Lakshminarasimman V Rao | AFMI| Supply Chain Management | Corporate Neeti Consulting | Mysuru

All data above is a combination of data from Internet, purpose of this doc is for research and education only and responses received from Class students and interaction.

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8 comentários

Sai Teja
Sai Teja
22 de out. de 2020

1)I personally have experienced and learnt about the mindset of people who runs a food business.Here coming to brekkie the business case is that mainly there will be a minimal wastage as per the mentioned data that 100 customers per day and as the menu is pre planned!Then the varieties of three elements attracts more number of customers that too in a personalized bag.I have also checked the images of brekkie bag(brekkie brown bag)and its so amazing!

2)Yes for sure it is a sustainable model according to me because there are many added advantages here when compared to Zomato swiggy etc., Those advantages are in brekkie they don't charge you a delivery fee and moreover they give you three elements…


Himabindu Vedukala
Himabindu Vedukala
22 de out. de 2020

Thank you sir


Lakshminarasimman V Rao
Lakshminarasimman V Rao
21 de out. de 2020

Good analysis


Himabindu Vedukala
Himabindu Vedukala
21 de out. de 2020

1)The main point here is the place where they started this business is not a remote place so their idea will reach to the customers very fast.So the business in these type of places will go very well and they have come up with the daily problem faced by many individuals.And the idea of delivering in a personalized bag with three elements worked out very well.Also it is a healthy alternative for the people who skips daily breakfast at a reasonable cost with variety of dishes.

2)Yes I think it is a sustainable model for SCM when there is a tough competition by way of swiggy,Zomato etc., Because nowadays the most successful business is achieved mostly by food.People prefer a…


20 de out. de 2020

Thank you sir.

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