2. San Francisco Coffee House: An American-Style Franchise in Croatia

Ilan Alon, Mirela Alpeza, Aleksandar Erceg

On the return to their homeland of Croatia following a six-year visit to the United States, Denis Tensek and Jasmina Pacek decided to open an American-style coffee house reminiscent of San Francisco’s atmosphere. Although Croatia had many coffee houses, few had the combination of service, quality, products, and atmosphere that they remembered from their time living in the United States.

Tensek and Pacek started with a single coffee house. From the beginning, they felt that it had the potential to grow into a franchise. Instead of purchasing a franchise from someone else, they considered creating one that had all the elements of the ...

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