I think its a brilliant strategy. Make small improvements that will boost sales even 4 to 5 percent over the next few years and that could lead to a dramatic turnaround for the company,
You see the guy out on the street selling coffee, donuts, fruit - his business is destroyed. There are a lot of small businesses that will close or that won't be able to pay their bills next year because of the strike.
They are a small brand. They are not a monster brand. The name of the game for them is to build brand awareness and market share.