The Second Outlet

Sound familiar?

• Wants a second site while the first has never been written down.
• Chooses the new location on instinct and may cannibalise the first.
• Can't decide between opening or franchising, having never chosen speed or control.
• After opening the second, the first slips and nobody knows why.

Each chapter answers one question

1. Chapter 1: How do I copy a shop I never wrote down?

   How much of my shop's way of working has been written down?

   Replicate something that has not been written down and every copy is a different shop.

2. Chapter 2: Can a great drink rescue the wrong location?

   What evidence do I use to say this location is right?

   For a drink shop, the wrong location cannot be fixed with good drinks.

3. Chapter 3: Is franchising fast growth, or letting go of quality?

   Do I want to expand faster or keep tighter control?

   Franchising trades control for speed, and what you lose is quality where you are not standing.

4. Chapter 4: Is a central kitchen cheaper once coordination is counted?

   At how many outlets do I need a central kitchen?

   Multiple outlets only get cheaper with a shared prep site; below that threshold they only get more complicated.

5. Chapter 5: Is opening a new shop harder than keeping the old?

   How do I know two outlets are serving the same drink?

   After opening, the hardest part is not the new outlet but keeping the old one from slipping.