<p align="justify">Established in 2002, Chengdu, China’s Four Inter Catering Group Co. Ltd. (Four Inter) was a company specializing in Sichuan cuisine and Sichuan culture dissemination. After 21 years of development, Four Inter formed a business model that emphasized both inheritance and innovation of Sichuan cuisine and provided a broader channel for its growth. In 2023, as COVID-19 came to an end, the food and beverage industry ushered in a new round of development. But Four Inter was caught in the predicament of a regional business model. At this juncture of development, Xiaohong Xu, chairperson and CEO of Four Inter, needed to make a decision about the company’s future direction. Should it deepen the awareness of existing brands (refine) or explore the unknown map (expand)?