The “Plan to Win” is a strategic turning point whose stakes, from the operators' point of view, are direct: a network that opens fewer restaurants puts its own franchisees in competition with each other less within the same catchment area.
The previous decade had been one of breakneck expansion — precisely the period in which the Antibes dispute took shape. A franchisee's challenge, addressed to its network head, to a new opening too close by belongs to that economy.