If something’s not working, it’s time to be brave
It’s the sign of a madman (or a wasp flying into a window) to keep doing the same thing and expect a different result. No matter how good an idea seemed, or how much research, money and rationalising you have invested, if you have put together a plan and it’s not working, it’s time to try something new.
This doesn’t always mean you just ditch it and start again, but you could invite feedback from anyone involved (customers, staff, honest friends) to be as critical as they like, and listen to what they say with a view to implementing it. Your goal is to get it right, not win points by defending your idea.
You will almost definitely need to be brave and ditch the ego. But it’s far better than celebrating an excellent result than making excuses for a bad one.