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Carlton owns an ice cream and frozen treat restaurant and is considering adding ...
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Carlton owns an ice cream and frozen treat restaurant and is considering adding new menu items. He recently met with the representative of a yogurt company, who is trying to convince Carlton to add frozen yogurt to his menu. Carlton has never offered a yogurt product in the restaurant and has concentrated on ice cream items. The yogurt product would not need a different freezer or dispensing unit, so the investment would be similar to changing flavors of ice cream. However, because he’s never offered yogurt, he’s unsure what the market response will be and how much profit he can achieve with the frozen yogurt. What type of purchasing decision does this represent for Carlton?
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