Restaurant Franchising, 3rd Edition

Nontraditional Franchises 389

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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 ...