
Nontraditional Franchises 389
&
the customers and for customers to connect with others (Liddle,
2012).
Although it is considered as an advantage to have a nontra-
ditional franchise, it may not work for one or the other partners.
For example sharing space in general is not going to bring auto-
matic success. It didn’t work out for PlainsCapital Bank in Dallas.
In 2006, it opened a branch with a Starbucks inside, across the
street from Texas Technical University in Lubbock, Texas. The bank
expected coffee-drinking students would visit often after opening
accounts. But it did not work.
Many traditional retailers are designing stores that offer
consumers ...