Los Borrachos was a specialty bar in Seoul, South Korea, with the unique vision of creating an intimate gathering place that celebrated sparkling wines and European-style dishes. While the bar generated enough revenue to cover its monthly expenses, it fell short of providing significant income for its co-founders. To fulfill their vision for Los Borrachos, the co-founders need to determine how to attract more of Los Borrachos’ target clientele and increase profitability, all while working with limited time and budget. They were evaluating three strategic options to grow the business: (1) launching a loyalty program to encourage repeat visits, (2) enhancing the bar’s event-hosting services to boost group bookings, and (3) introducing a bundling menu that paired wines with complementary dishes to offer a unique customer experience. Each option represented a different type of innovation, and the decision would affect how Los Borrachos positioned itself within the competitive landscape of the food and beverage industry. The challenge rested in selecting the most effective strategy to drive growth and realize the co-founders’ vision.