One of the challenges facing firms aggressively expanding is to control for
cannibalization. Cannibalization is the marketing of a new product that knowingly and
intentionally eats into the market of another product produced by the same company;
essentially competing with itself. As retail concentration is increased in existing markets,
cannibalization naturally occurs. Although there is some redistribution of existing
customers, the practice can be justified if it deters other specialty retail coffee shops from
entering the market.