A famous Cafe chain, known for its relaxed atmosphere, where you can have long, leisurely conversations over some coffee, has made some very illogical choices about its store locations.
I remember seeing their cafe outlet at Essel World, Mumbai, an amusement park. I wondered, how many people may go to Essel World to have a leisurely conversation?
I saw some other outlets of the chain on highways. Again, people stopping on highway to have a quick snack and beverage don’t really have that luxury or inclination of having relaxed conversations over coffee.
In my opinion, it is a marketing mistake. Location is the most important criteria for such outlets. The almost always deserted outlets at such places prove the point,
The cafe chain must try to be where its customers may need it, and not everywhere.
An amusement park and a humming highway are the most unlikely places its customers may be looking for a relaxing cafe.
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