In May 2017, the owner and co-founder of the Sun Café & Bar (Sun Café) contemplated the future strategic direction of the restaurant, which offered both Nepalese and continental cuisine. Though Sun Café had shown growth since its opening in 2013, it had not achieved the revenue or brand reputation that the co-founders had hoped for. Facing mediocre financial performance within a fiercely competitive industry, the co-founders wondered where they should go from here, should they pursue new avenues for growth. They had six months before the fourth-year anniversary of the café to discuss strategic issues and come to a decision.

In May 2017, the owner and co-founder of the Sun Café & Bar (Sun Café) contemplated the future strategic direction of the restaurant, which offered both Nepalese and continental cuisine. Though Sun Café had shown growth since its opening in 2013, it had not achieved the revenue or brand reputation that the co-founders had hoped for. Facing mediocre financial performance within a fiercely competitive industry, the co-founders wondered where they should go from here, should they pursue new avenues for growth. They had six months before the fourth-year anniversary of the café to discuss strategic issues and come to a decision.