Expanding a CPG alternate channels business from a legacy brick and mortar franchise became the playbook for turning around the brand, shaping the operating model for managing the existing portfolio and evaluating future investments. The model evolved over time by expressing a restaurant concept in different channels while honoring the brand. This required managing franchisee emotions and logic, building business case capabilities, and launching innovation with minimal resources. Innovating within a mature business environment, even when uncomfortable and distracting, might be the key to future success - a new approach while respecting the core values of the business.