If it’s “Established” chain, I don’t understand your reasoning for not mentioning the business name. It’s public information by the virtue that it’s a cafe, not to mention, a chain.
The cafe chain is a privately held company. I'm not sure it's public information that they earn some of their income from owning & leasing nearby properties to completely unrelated retailers. I just happened to talk to someone who told me about it.
But my general point was less about this specific chain, and the idea that your profits may come from a part of the business that you're not known for. You then use that money to subsidize the other parts of the business. A bit like how Sony Corporation's profits come from life insurance & medical insurance, while their electronics division makes a loss.
Dude, just mentioning the name of the company isn't private. I am not sure why but I am incredibly bothered by this secrecy. There is nothing to do hide. The cafe exists in PUBLIC space for god sake!
I bought a toothpaste from a store but I feel like I shouldn't disclose the name of the store for their privacy. They're a private company!
Why the secrecy?