"Our café business is losing $50M annually."
Turning around an underperforming portfolio
The situation
Target's in-store café business had grown into a complex portfolio losing approximately $50M annually. Too many formats, no performance benchmarks, rising operational costs, and inconsistent customer experience created an unsustainable model.
What we built
Full portfolio audit and performance framework
Clear benchmarks and exit criteria
Simplified, scalable formats
Alignment between experience design and unit economics
The results
Significant cost reduction. Simplified national footprint. Clear roadmap for future food & beverage investments.
Experience design proved it could be a financial discipline, not just a creative one.
