January 18, 2015
When I was Chief Marketing Officer for the 135 It’s A Grind Coffeehouses, we opened franchise locations 3000 miles from our home office.
Where competitors like Starbucks and Dunkin’ Donuts were opening clusters of stores to dominate a market, we might only have one.
When they were the first one in a new area, there were no economies of scale - no shared distribution, no marketing overlap, and worst of all, no brand recognition.
Big boxes can also struggle with opening new markets too...