I think it is a little more than that. A chain store strategy of deliberately embracing inconsistent branding is unusual, and going as far as to brand a store w

I think it is a little more than that. A chain store strategy of deliberately embracing inconsistent branding is unusual, and going as far as to brand a store with an entirely different name so as to adapt to local tastes is uncommon. Collecting less data about stores (removing foot traffic counters and customer counters) so that staff can concentrate on being nice instead of worrying about store entry/exit metrics is also unusual. It’s a story about a store making a comeback by doing something that other stores wouldn’t do and other retail leaders would quickly reject.