Tea Connect, a chain of five tea cafes in India, had ended 2019 with sales revenues of ?48.1 million. The co-founder of Tea Connect had the ambitious target of opening 20 cafes and achieving sales revenues of ?200 million by 2020. The co-founder planned the renovation of the cafes to improve the speed of service, but he also wanted to launch Tea Connect–branded consumer packaged products. Three franchising offers for stores in Jaipur, Jodhpur, and Mount Abu were also under consideration. He was wondering whether renovation would help to enhance the customer experience and whether this was the right time to launch consumer packaged goods. Also, was it the right time to explore the franchise route of expansion?
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