A Comparative SWOT Analysis of Espresso Royale’s Campus Locations at the University of Illinois Urbana-Champaign

Small business coffee shops have increasingly faced challenges to stay open amid competition and varying customer preferences. Espresso Royale, a well-established coffeehouse chain with multiple locations serving students, faculty, and staff at the University of Illinois Urbana-Champaign, has gone through significant difficulties throughout the years. With the presence of several locations on campus, there are potential differences in business operations, customer experience, and overall performance. Understanding these differences through a comparative analysis of the two big locations on campus will allow for data-driven recommendations aimed at optimizing business strategy. This research seeks to explore the internal and external factors influencing each location’s success and propose actionable solutions to enhance their performance and competitive standing.