It appears that you are gearing up to deliver your coffee to "keep up with the Joneses", so to speak. What if an eclectic and forwarding-thinking company like yourself stood fast and chose to sidestep the rat race?
A coffee shop to me is an intimate setting where I can go with friends, or alone, to talk, philosophize, or write the great American novel. Now you have drive-ups. Next, door-to-door delivery.
At the top of "corporate mountain" you will find there is nothing of value—just billions of dollars and gray hairs in its pursuit, and even that does not guarantee longevity.
Be excellent at what you have started. Be satisfied with what you've achieved. End the vicious competition cycle that serves no one, least of all your employees and your customers. Be different. Start a new trend. Change the world—again.
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