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here are particular difficulties when launching a high-end
global brand in a local market. Dr. Kobbina Tuyee Awuah, CEO of PinkberryGhana, recently told a humorous and illuminating tale about their early years.
The Kumasi location had to deal with a different customer perspective while
branches in Accra prospered.
He remembered hearing someone suggest that she would prefer
to spend 10 Cedis on fufu rather than ice cream. The Kumasi branch was
ultimately forced to close due to this sincere local preference, costly $25,000
machines, and stringent franchise regulations. The brand is still growing now
thanks to risk-taking and perseverance.
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