Expansion of Cafe Shop

Submitted to:- Prof. Vimal Shah

By:-

Chandrika Shah(06)

Jobin Thomas(20)

Mayank Soni(25)

Mehul Makasana(27)
 Research Brief

 Our research is to do the analysis on the expansion

of the café shop. We are focusing on introducing
new product lines and new infrastructure to our
café.

 We will be considering certain variables which set

the choice of the individual regarding their tastes
and preferences.

 We will be considering the Ambience expansion

according to highlights given by the consumer
survey.
 Research Problem

“What customers want to have along

with the food and beverages that are
available in the café?”

“How the surroundings should be

around the sitting areas?”
 Hypothesis

“Expansion of the Café Shop.”

Increasing Product line (Food &

Beverages) and introducing new
Infrastructure (Ambience) i.e. Increasing
the space of the present Café.

Tastes and Preferences.

 Examining the Hypothesis

 “To compare study and identify areas of excellence

and areas needing improvement; and provide
suggestions for such improvement”.

 Increasing the revenues.

 Preferences according to the age group.

 Attracting new Customers.

 Competitors.
 Competitors

“Barista and Café Coffee Day were chosen as

competitors because of their identical pattern
of functioning and growth.”
 Product Line
Coffees and Teas Refreshing Alternatives Eatables

Coffees with Milk Smoothies Sandwiches

Cappuccino Guava Paneer Tikka

Caffe Mocha Mango Cheese & Tomato
Caffe Latte Grape Chicken Tikka
Smoked Chicken

Black Coffee Granitas Rolls

Espresso Italiano Blue Curacao Kadhai Paneer Roll

EsperanoTM Lime Ice Chicken Masala Ro
Americano Mixed Fruit Tango
Guava Crush

Desert Coffees Milk Based Pastas

Latte Bianco Strawberry Freeze Tangy Tomato Pas

Caffe Borgia Mocha Freeze Creamy Chicken Pa
Icepresso

 This is our proposed new menu which we are planning to

introduce in our expansion plan.

Coffee Add-ons Other Drinks Desserts

Various Flavours Ginger Fizz Walnut Brownie
Chocolate Fudge Kinley Water Mocha Excess
Whipped Cream Chocolate Excess
Espresso Shot Dark Temptation
Ice Cream Scoop Chocolate Mousse
Chocolate Chip Muffin
Almond Raisin Muffin
Apple Cake

Teas

Assam
English Breakfast
Darjeeling
Early Grey Tea
 Ambience Proposal
 Décor and Architecture:

Café’s internal décor and architecture expresses the

simplicity customer’s would normally associate with
traditional cafés.

The furniture which is made of light shades of wood,

and there are comfortable sofas in bigger cafés. The
walls are shades of colors like orange, brown with
various photographs of coffee beans, lively photos
spread around each wall.
 Approach
 It is going to be a causal approach.

Methods:-
 Questionnaire
 Interviewing the Customers
 Customers Feedback (Close-ended research Method)
 Assemble focus groups made up of 10 to 12 people.
Create a friendly environment and encourage group
members to discuss our strengths and weaknesses
 Customers visiting Barista and Café Coffee Day outlets.
 Sampling Techniques

“We are going to use Non-Probability sampling

techniques”
i.e.
 Convenience sampling
 Quota sampling
The number of groups and sub-groups within the sample
that will be studied separately. The sample size for each
of these sub-groups would be comprised of all age
groups to get accurate analysis.
 Questionnaire
1. Are you a first time visitor to our Café ?:

  Yes

  No, I have been here before

 Nope, This is a regular spot for me!

2. Do you like the location ?:

  Yes

  No

  Can’t say!

3.How do you rate the quality of your interactions with the staff?:

  Excellent - friendly, courteous and quick

  Ok - no better or worse than anywhere else

  Poor - disappointing service (please explain below)

4.Overall, How would you rate your experience at our Café ?:

  Excellent

  Good

  Fair

  Poor

5.What was your impression of the atmosphere at our location?:

  It was inviting and comfortable

  It was too informal for my taste

  It was too formal for my taste

   Other (can add explanation in comments below)

6.What did you order?:- _____________________________________________

7.How was the quality of what you ordered?:

 Excellent

 Ok

 Poor (please explain below)

8.If it was not excellent, please let us know what was not to your liking (check all that apply):

  It was too hot

  It was not hot enough

  It was too strong

  It was too weak

 Too much flavoring

 Not enough flavoring

 Too much foam

 Not enough foam

 It was not what I expected

 I did not like the taste

9. How do you feel about the amount you paid?:

  Higher than I expected

  About what I expected

  Lower than I expected

10. Do you plan on returning?:

  Yes

  No
11. What suggestions do you have to make our Café better to you?:

____________________________________________

12. Please provide any comments and explain any 'other' selections:

____________________________________________

13. What you will prefer to have along with coffee?

 Food like Sandwiches, pizzas, etc.

 Pastry, Doughnuts

 Cookies

 Ice-creams

 Milk -Shakes and Juices

14. How should be the ambience?

 Silent with little lights and soft colors

 Dark like chocolate and with loads of wild features and pictures

 Usual like some other café

 Should be blended with highlights and fixtures

 Variables

 Space and Comfort

 Customers
 Taste & Preferences
 Feasibility
 Interior
 Income
 Age
 Assumptions

 This survey is going to take 20 days of time.

 The total budget would be more than Rs. 5000.
 No research can predict the future with 100%
accuracy. Once we have developed an action
plan based on our research, we are going to
implement it on a small scale first to see if our
research results are steering us in the right
direction, then we are going to expand by
planning out our branches.

Thank you!