DIFFERENTIATION - Location 2 Concept
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Big question: SAME or DIFFERENT?

Arguments for SAME:
- Brand consistency
- Operational simplicity
- Customers know what to expect
- Easier training
- Bulk purchasing power

Arguments for DIFFERENT:
- Could test new concepts
- Serve different customer segment
- Reduce cannibalization risk
- More interesting!

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POSSIBLE VARIATIONS:

1. Carbon copy
   - Same menu, same vibe
   - Just in new location
   - Boring but safe

2. "Basecamp Express"
   - Smaller footprint
   - Grab and go focus
   - Streamlined menu (top 10 drinks only)
   - Lower buildout cost
   - Could add drive-thru?

3. "Basecamp Kitchen"
   - Expanded food
   - Brunch menu
   - Larger seating
   - Higher average ticket

4. "Basecamp Study"
   - Designed for students/remote workers
   - Lots of outlets
   - Meeting rooms?
   - Monthly membership option??

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DRIVE-THRU THOUGHTS:

Pros:
- Higher volume
- Convenience trend
- Premium can charge extra
- Morning rush capture

Cons:
- EXPENSIVE to build
- Zoning restrictions
- Doesn't match our "third place" brand
- Dutch Bros doing this better than we ever could

Sarah is against drive-thru. Marcus thinks we should consider.
Need to research drive-thru specific locations/costs.

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MENU VARIATIONS:

What if L2 has:
- Same core drinks
- Different seasonal specials
- Different food partner/pastries?
- Local neighborhood-specific items

Risk: Complexity, inventory management

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PARTNERSHIP OPPORTUNITIES?

- Co-locate with bookstore?
- Inside a gym/fitness center?
- Partner with co-working space?

These reduce our control but lower costs...

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BRAND QUESTIONS:
- Same logo/colors or variation?
- Do we call it "Basecamp Coffee - Eastside" or new name?
- How do we maintain culture across locations?

TODO: Look at how other local chains handle this
       Anchorhead, Elm, Victrola - how do their locations differ?

Random: What if we did pop-up first to test neighborhood?
        Lower risk way to validate demand
        Could do farmer's market presence first
