The case. UrbanBrew, a 140-store regional coffee chain, saw EBITDA fall from $24M to $12M in 2024 even though revenue grew from $225M to $240M. The CEO wants to know why, and what to do in the next two quarters.
Question 1: Structure
The CEO asks how you will approach the problem before you touch any data. Which structure best fits the case?
Check the answer
Answer: A. Decompose the P&L
The CEO asked why EBITDA nearly halved while revenue grew. Decomposing the P&L into revenue quality, category margins and operating costs diagnoses before it prescribes. The market scan answers a different question, the problem list mixes overlapping symptoms, and cutting costs first picks levers before finding where earnings leaked.
Question 2: Exhibit
Exhibit 1: Category gross profit ($M, 2023 vs 2024)
Category
2023 Revenue
2023 COGS
2023 Gross profit
2024 Revenue
2024 COGS
2024 Gross profit
2024 COGS %
Coffee
120
42
78
126
45
81
36%
Bakery
60
27
33
58
29
29
50%
Sandwiches
45
18
27
56
33
23
59%
Total
225
87
138
240
107
133
45%
Based on the exhibit, which statement is best supported by the 2023 vs 2024 category data?
Check the answer
Answer: A. Sandwiches are the margin problem: revenue grew but gross profit fell as COGS climbed, while Coffee stayed healthy.
Sandwich revenue grew from $45M to $56M, yet gross profit fell from $27M to $23M as COGS reached 59% of revenue. Coffee gross profit grew from $78M to $81M. Total gross profit fell from $138M to $133M while revenue rose, which is the whole case. Bakery slipped too, but less sharply than sandwiches.
Updated · By Consulting AssessmentsFree BCG Casey practice case: 2 questions with no account, the full 25-minute case free with an account. US$69 for all 10 cases. Pass Casey or get 50% back.
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Casey is BCG's chatbot-guided online case: you read exhibits, run the numbers, answer short questions and record a one-minute final recommendation.
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Answer the first 2 questions of the UrbanBrew case free with no account, then create a free account (no card) to finish its 6 questions on a 25-minute clock. US$69 once unlocks all 10 Casey cases (7 standard at 28 minutes, 2 hard at 35 minutes), with lifetime access. Pass Casey or get 50% back, on the conditions in the terms.
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