130 ADMAA Volume 1 Issue 1 2016 Amity Journal of Marketing AJM Amity Journal of Marketing 1(1), (130–142) ©2016 ADMAA Honeycomb Eating Joint- Weaving the Web in Lucknow Sabeeha Fatma Amity University Utar Pradesh, Lucknow Campus, INdia (Received : 29/09/2015; Accepted: 19/04/2016) Abstract This case study is about Honeycomb, an eating joint, which is expanding very fast in Lucknow. It has already started five eateries at various locations in Lucknow. The chain has been started by a young man, Vikas Rawat. Vikas had no previous experience in the business of fast food joint as he started his career as an insurance agent. His passion towards cooking and a desire to start an entrepreneurial venture motivated him to start a business of his own. The case discusses the myriad dilemmas faced by a young entrepreneur having no prior experience in the concerned field. The case throws light on the thought process of an entrepreneur before making the final plunge. The case also discusses the many obstacles that one has to face on different fronts while switching over from a comfortable life of a salaried employee to that of an uncertain and tough life of an entrepreneur. The case gives an insight into a new concept of REVERSE FRANCHISING which can be a beneficial method for raising capital for entrepreneurs like Vikas who wish to start a capital intensive entrepreneurial venture. Normally in a restaurant segment, a brand establishes itself in the market, become a renowned name and then start franchising the concept to others. As Vikas was not having the enough funds, he discussed his idea with people who were having capital and willingness to start a business but lacking a good business idea. Thus it was a win-win situation for both as he was having an idea but no capital; investors had capital but no idea. This gave way to a symbiotic relationship and the result was Honeycomb. The case study discusses the situation in which Honeycomb came into existence, its expansion and feasibility and sustainability of the model in future; therefore the case may be classified as ex post facto case analysis. Since the case is about a new business venture, it may be classified under JEL:M13. Keywords: Entrepreneur, fast food industry, Tier 2 cities, franchising, 4 P’s. JEL Classification: M13 Paper Classification: Case Study Introduction The case is based on a young man’s endeavor to start a fast food chain, Honeycomb. Vikas started his career as an insurance agent. He started earning at a very young age due to sudden demise of his father. He worked in different capacities in various organizations. Although he was prospering in his career, he was unable to find job satisfaction. His penchant for cooking was inspiring him to open a restaurant. To give up a well paid job and start a business from a scratch is