B2C COMPREHENSIVE CASE: SNAKES & LATTES Taking Over the Boardroom The Snakes & Lattes brand has always stood for fun, whether that means board games, good times with friends, or an evening out that is a little different than the usual bar- hopping. That brand identity and equity became more important in 2019 as the company began a new phase of its expansion. On August 27, 2019, the company announced an acquisition whereby Snakes & Lattes would "merge existing competitors, starting primarily in the Canadian market." The company believed that the brand would be leveraged by bringing the Snakes & Lattes name to new markets, and strengthened by boosting awareness across the country. The first such acquisition was formally announced two days later. The Boardroom, a board game caf in Guelph, Ontario, closed its doors on August 29, 2019, and re-opened three months later as a Snakes & Lattes location. "We are thrilled to have found the perfect partner to take over our caf," said Boardroom CEO Mark MacKinnon, "it's a bit like working with your idol!"2 Both MacKinnon and Boardroom treasurer Rodrigo Goller were Guelph city councillors. Goller added that this outcome meant that "everyone wins and we couldn't be happier."3 Snakes & Lattes president Ben Castanie spoke at the ceremony marking the temporary closing, saying, "the Boardroom created something special in Guelph, and our team is excited to sustain its tradition of exceptional cus- tomer service and community involvement." This loca- tion marked the first time the Snakes & Lattes brand would be used in Canada outside of Toronto. While the brand was well recognized within the board game com- munity, would it bring greater value to customers in Guelph? Questions 1. Is there a difference to customers between the Snakes & Lattes brand and the Boardroom brand? 2. Why would the company re-name the Guelph loca- tion? What additional value does naming it Snakes & Lattes bring? 3. As Snakes & Lattes continues its growth through new locations, acquisition, and franchising, why is it important to keep the same name in all locations? What does a consistent branding strategy necessitate? Amfil Technologies Press Release, "Amfil Technologies Inc. provides corporate update on the various initiatives throughout its subsidiar- ies," August 27, 2019, https://www.otcmarkets.com/stock/FUNN/ news/Amfil-Technologies-Inc-Provides-Corporate-Update-on-the- Various-Initiatives-Throughout-its-Subsidiaries?id=238400, accessed October 31, 2019. 2"Snakes & Lattes taking over The Boardroom gaming caf," Guelph Today.com, August 27, 2019, https://www.guelphtoday. com/local-news/snakes-lattes-taking-over-the-boardroom-gaming- cafe-1660120, accessed October 31, 2019. Amfil Technologies Press Release, "Amfil Technologies Inc. announces acquisition of existing board game bar & caf," August 27, 2019, https://www.otcmarkets.com/stock/FUNNews/Amfil- Technologies-Inc-Announces-Acquisition-of-Existing-Board-Game- Bar-Cafe-in-Guelph-Ontario?id=238402, accessed October 31, 2019. *Ibid