Third Wave Coffee (TWC) was established Bengaluru, India, in 2016. In 2024, the company had 114 outlets in different regions of India. Though TWC increased its revenue manifold due to rapid expansion, the operational efficiency remained poor compared to the competition. Most stores lost money, and investors were concerned about the firm’s future. The founders roped in a professional CEO, Rajat Luthra, a quick-service restaurants industry veteran, for better business management. Luthra’s immediate concern was to manage operations prudently. Luthra also knew expansion was required to cater to high demand and increase market share. Accordingly, a decision had to be made to manage the growth of the company.
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