When asked, the founder(s) of Third Wave coffee chain, as to why they start their branch almost next to, or in the vicinity of StarBucks which is intuitively opposite in logic, they said : due to SB being present, the coffee drinking crowd is already drawn to the location, the captive audience is homed in – all we have to do is capture their final steps, and induce them to our outlet – by being unique in our way.
Remains to be seen how CCL go about building their branded cafe shops. It is not easy – CCD has shown how treacherous rapid expansion is.
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