The owners of BTRMLK Inc. (BTRMLK) were reviewing the company’s performance in fiscal 2024. They had just returned from a meeting with a landlord in the up-and-coming West 5 neighbourhood in London, Ontario, where they had discussed a potential future second location for the restaurant. BTRMLK was a popular fast-food restaurant in London that specialized in large, aesthetic, fried-chicken sandwiches. Although customers were happy and eager to endure long wait times at the current take-out only location, the owners were motivated to find a way to make the employee and customer experience even better. They wanted to ensure that the strategy they selected would further sales growth and improve profitability in the near-term.
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