Our client, CaféNova, is a European specialty coffee chain that entered the U.S. market five years ago. Despite strong brand recognition in Europe, CaféNova has failed to achieve profitability in the U.S. The company currently operates a mix of urban flagship cafés and suburban mall locations but continues to post operating losses. They’ve hired our firm to understand why the U.S. operations are underperforming and to recommend how they can either turn the business around or decide whether to exit the market.