In collaboration with Tea Post, we conducted a multi-location strategic assessment to evaluate how effectively the brand’s promise of authentic chai culture translates into everyday customer experiences, workforce engagement, franchise operations, and R&D. Through extensive field research—44 customer interviews, 70 observations across 23 stores, and conversations with stakeholders at all levels—we identified systemic gaps in operational standardization that hinder scalable growth.

Leveraging tools like service blueprints, experience maps, PESTEL analysis, and business model stress testing, we surfaced key tensions between brand identity and lived realities. The project culminated in a set of targeted strategies aimed at strengthening the employee and customer value propositions, enabling operational consistency, and unlocking innovation potential.