town of 10,000 in southern Florida. The small town was growing rapidly because tourists from the North had discovered the town's beautiful beach on the Atlantic. Matt had arrived in town at the start of a slow-building boom and reasoned that now was an opportune time for him to go into business for himself. He left his job with the variety-store chain. Locating an empty store space next to the variety store, Matt and his wife Nettie converted the area into an orange juice and hot dog stand with a long counter and high bar stools. Fresh-squeezed orange juice on hot Florida days seemed to hit the spot with locals and tourists alike. Matt put in a few tables and expanded the menu by adding some beverages, hamburgers, and soft ice cream. Because Matt and Nettie had engaging personalities and tried to know most of their regular customers by name, their business blossomed. A very small breakfast menu was offered, and the business-called the Orange Connection-was a financial bonanza for Matt and Nettie. Matt opened up at 6:00 a.m. for breakfast. Many people on their way to work in the growing town stopped by for coffee, juice, and a danish. Some retired people also stopped by for a plate of bacon and eggs. By 9:00 a.m., shoppers and tourists stopped by seeking nothing more than a cold drink. Around 10:30 each morning, the Orange Connection was jammed, with all seats taken and numerous people standing at the counter waiting to be served. At 11:00, Nettie would join Matt in serving quick, short-order lunches. Even though many of the orders were to go, there was always a seating shortage for lunch, but crowds kept coming back. In the afternoon, another wave of customers would come seeking just a cool drink. The evening hours saw a slight increase in orders of hot dogs and hamburgers. Business dropped off by 7:00 p.m., and Matt would close the Orange Connection at 7:30 p.m. The Orange Connection was closed on Sunday. The town's response to the Orange Connection had been overwhelming. The Orange Connection was frequently overflowing. and some customers had to be turned away. Matt and Nettie began to think about expanding to a larger facility. After a year of doing some simple surveying and talking with everyone who would discuss the matter, the Morgans decided to knock out their south wall and develop a restaurant with three times the space of the original Orange Connection. During the renovation and construction, crowds continued at their normal peak level. Finally, the new Orange Connection opened as a swanky restaurant with a staff of skilled chefs and a complete menu. In the original facility. lunch consisted of a hamburger, sack of potato chips, orange juice, and a frozen custard cone. In the new expanded facility, lunch consisted of a meal such as fried chicken, mashed potatoes, green beans, tossed salad, chilled fruit Finally, the new Orange Connection opened as a swan of potato chips, orange juice, and a frozen custard cone. In the new original facility, lunch consisted of a hamburger, sack of potato chips, oranged chicken, mashed potatoes, green beans, tossed salad, chilled fruit sections, rolls and butter, iced tea, and apple pie a la mode. With this new the maried menu. Although the staff was larger. Matt and Nettie still worked long 11:00 p.m. and serve three complete meals from a varilty. hours and were there to greet their many friends and customers. The only problem was that the friends and customers weren't there for the Morgans to greet. Crowds at the Orange Connection dropped off, and the evening meal was a strangely silent time. Matt devised all kinds of promotional gimmicks to lure the crowd back, but nothing seemed to work. Apparently, expanding the Orange Connection was not a success. Eventually, the Morgans sold what remained of their business and moved to California. They never really understood why the ne Orange Connection was not a success. The Morgans and some business friends had to conclude that whatever magic there was the original Orange Connection did not carry over to the large restaurant. In his later years, Matt Morgan was heard to say, "I guess I should never have knocked out that wall. Our little orange juice stand had a certain personality all its own. That mystiqu died when we opened the restaurant." Question to Answer 1. Why do you think the new expanded restaurant did not succeed and what could the Morgans have done differently in th planning