The anti-starbucks

I just read this really interesting article about being #2 in the market. The conventional wisdom is to beat the market leader at their own game. But in the case of a really dominant market leader, any attempt to copy them is going to fall flat. Like in the coffee shop business. Starbucks is so big, that all other nice coffee shops are just like them.

So how do you challenge the market leader? By being their polar opposite. Jotogo is a fast, friendly, cheerful, drive-by coffee shop. No free wifi and rainforest music here! I just wish there was a location near me . . . .

Welcome to Jo to Go! The Original Drive Thru Espresso Bar.