ABE's Real Bagels of Chicago (of Auckland, New Zealand)

Abstract

ABE'S® Real Bagels of Chicago was founded by co-owners Megan Sargent and Brent Milburn in 1996. After a difficult beginning, ABE'S® had become one of the fastest growing companies in New Zealand and the market leader in the small New Zealand bagel market. ABE'S® was also set to launch their range of bagel crisps through supermarkets. Going forward, ABE'S® wanted to continue their growth without losing control. Includes questions for discussion. NOTE: This case is also available as a teaching case from the University of Auckland Business Case Centre, Case Number: UA-2005-005