When you hear that a multinational has acquired a small coffee shop, don’t be too quick to believe it was random.
Most times, the shop was part of their hidden experiment budget. They send someone to test a new flavor, a new service, or a new model, far away from the parent brand.
Because if a risky experiment fails under the main brand, it damages the brand’s reputation. But if it fails as a small unknown company, nobody connects it to them.
And if it wins the parent company simply “buys” it back and scales it worldwide. That’s how brands like Nestlé and Coca-Cola stay relevant for decades.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).
