This story about a growing chain of ‘cookery shops’ neatly illustrates features of the ‘service firm life cycle’ (which we discuss on pages 72-74). Cook & Go provides 90 minute classes in home cooking for 20 customers at a time. At the end of the class they get to take home the 3 course meal they have prepared, which is cheaper than if the equivalent meal in a restaurant. So people learn how to cook and save money at the same time.
Right now the chain is growing throughout France, and has one operation in the USA. As the article explains, this growth has been challenging, largely from the perspective of capital finance. So the operator has resorted to franchising – which is often the case at this stage in the SFLC, as well as source capital from different kinds of investors.