Mojo already has six cafés in Wellington, and the cartel continues to expand. There's an outlet planned for the ground floor of the Watermark apartments, and according to the neighbours, there will soon be a Mojo in upper Cuba St. The website news page mentions something called "Mojo on the run", and there's also good reason to believe that Mojo Invincible in Willis St is about to expand into the space next door (that was recently vacated by Sherbet).
The question is: when does a much-loved local success story become a depressing chain store? Mojo has done more than most chains to avoid homogeneity across its outlets: the slickness of State contrasts with the ornate Old Bank and the industrial chic of Factory; the openness and light of Summit responds to the style and location of the contemporary building in which it is housed, while Invincible opts for dark Old World inwardness. Some are strictly daytime cafés, while others have flirted with becoming wine bars. Variety, local origins, style and quality have helped distinguish Mojo from the likes of Starbucks, Esquire and Gloria Jean's. But that can only go so far. Are we already starting to think "oh yawn, another Mojo"?