To Open Or Not Open -- A Case Study

A multinational restaurant chain is interested in opening a new store in a small village in France. Around 4500 inhabitants live in the town, with draws from the surrounding villages.

The closest other restaurants in your industry are a 10-15 minute drive away in the larger surrounding towns.

The property they found is on an arterial, off the main road through the town, near the local grocery store, hardware store and a couple of other small shops.

The local middle school is a hop, skip and jump away.

Studies you've done from mobile phone data show strong traffic, enough to warrant the opening.

Many of the local inhabitants are not happy.

Over 3000 people have signed a petition against the opening.

The village council has unanimously voted against the opening, of not just your restaurant, but any others of the same type.

Unfortunately, the local government doesn't have any legal standing. It's commercially zoned, and they can't dictate what commerce is acceptable or not.

In addition, the community has a strong organic, farm-to-table value system that they've cultivated over the last 20 years.

All the schools in the town have cafeterias that are 100% organic.

There is a permanent farmer's cooperative in the town, bringing local produce, dairy and meat from the surrounding areas, where they sell it directly to consumers.

There is a brand new organic shop.

The city cultivates its own truffles, and has planted hundreds of fruit trees on its communal land.

As a multinational company, you have the power in this situation -- more money, better lawyers, better data and information.

You have a track record that speaks for itself.

The community response can't be ignored, though.

Just because you can, does it mean you should?

👉 Should this multinational open a new franchise in this village or not? Give your case in the comments.

Aglaë Eder, Jo Sempels

Originally posted on LinkedIn with comments.

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