This case study investigates the innovative and market-segmented strategy of Khan’s Kitchen, a catering company in Bangladesh, and highlights the benefits and challenges of the business. Khan’s Kitchen opened in September 2017 and is currently operating in multiple areas of Dhaka, the capital city of Bangladesh. The online food delivery service has the potential for rapid growth in Bangladesh given the popularity of e-commerce and the extensive use of social media. The company continuously develops its menu in response to changing food habits in order to retain customers. However, Khan’s Kitchen is facing many problems, foremost of which is the implementation of total quality management due to the fluctuation of food prices. In this case study, students will get a closer view of the business and service model of Khan’s Kitchen. They will be asked to develop a strategy to alter its business practices to target more customers and become the market leader.