In 2018, the vice-president of operations at Fleetway set out to make some decisions regarding the company’s future strategy. Fleetway, a family entertainment centre in London, Ontario, was a popular destination for family fun. With a new entrant in the region and a few expansion opportunities to choose from, the vice-president had to decide whether adding go-karting or an escape room presented the best opportunity for future success. Doing both was feasible too, but should Fleetway become a premium service offering or remain in its current space? The expansion could better position the company for future success because most family entertainment centres had slowly moved toward a premium service mix, as represented by a new local competitor. Should Fleetway move toward a premium service offering or remain operating in its current space?
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