Testing the waters with a subscription model this year
Revamping their menu/products
They're squirming/bending over backwards to survive now that budget franchises are eating their lunch
"Netizens agree that Ediya is stuck in 'mid-tier hell'—too expensive to compete with budget kings like Mega Coffee, but not premium enough to match Starbucks, leaving them in a desperate struggle to redefine themselves."
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