BARISTA VS CAF COFFEE DAY A COMPARATIVE STUDY

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, NEW DELHI

Table of Contents
Topic Synopsis Section 1: Introduction - The Coffee Caf Industry 1.1 Evol t!on of Coffee Caf"s 1.# T$e Coffee Caf" In% st&' 1.( G&o)t$ of t$e Caf" In% st&' !n In%!a Research Methodology Section 2: Case Study on Barista #.1 Co&*o&ate P&of!le #.# Ma&+et!n, M!#.( H .an /eso &0es Section 3: Case Study on Caf Coffee ay (.1 Co&*o&ate P&of!le (.# Ma&+et!n, M!(.( H .an /eso &0es Section !: Mar"et Sur#ey 1.1 S &ve' Met$o%olo,' 1.# C$a&a0te&!st!0s of 2!s!t 1.( Co.*a&at!ve /at!n,

Section $: Conclusion 3.1 A&eas of E-0ellen0e 3.# A&eas nee%!n, I.*&ove.ent 3.# /e0o..en%at!ons 4 S ,,est!ons %nne&ure I P&!.a&' 5 est!onna!&e 1 II P&!.a&' 5 est!onna!&e # Bi'liography

S()*+SIS
T$e ob6e0t!ve of t$e t$es!s !s 7To 0o.*a&e an% st %' 8a&!sta 4 Caf" Coffee Da', !%ent!f' a&eas of e-0ellen0e an% a&eas nee%!n, !.*&ove.ent9 an% *&ov!%e s ,,est!ons fo& s 0$ !.*&ove.ent:. T$e a!. of t$!s T$es!s !s to s 00essf ll' 0o.*a&e t)o *&o.!nent se&v!0e se0to& 0o.*an!es on a 0o..on *latfo&., anal';e t$e!& )o&+!n, an% *e&fo&.an0e, an% $!,$l!,$t )$at t$e' a&e %o!n, )ell, )$!le *&ov!%!n, s ,,est!ons an% &e0o..en%at!ons fo& !.*&ove.ent. 8a&!sta an% Caf" Coffee Da' )e&e 0$osen be0a se of t$e!& !%ent!0al *atte&n of f n0t!on!n, an% ,&o)t$. T$e' a&e t$e onl' t)o .a6o& *la'e&s !n t$e nat!onal 0offee 0af" !n% st&', an% t$e!& 0 sto.e&s 0ons!%e& bot$ as !nte&0$an,eable b&an%s. T$!s !s )$' !t !s !.*o&tant to st %' $o) t$ese b&an%s %!ffe&ent!ate t$e.selves f&o. ea0$ ot$e&, an% atte.*t to !.*&ove b&an% lo'alt' a.on,st t$e!& 0 sto.e&s. Fo& t$e * &*ose of t$!s st %', I *&e*a&e% # &esea&0$ tools, bot$ < est!onna!&e, to f!n% o t t$e &elevant *&!.a&' %ata *e&ta!n!n, to t$e f n0t!on!n, an% )o&+!n, of bot$ 8a&!sta an% Caf" Coffee Da'. T$e %ata )as 0olle0te% base% on !nfo&.at!on *&ov!%e% b'= 1. T$e .ana,e.ent of t$e o&,an!;at!on. #. C sto.e&s v!s!t!n, 8a&!sta an% Caf" Coffee Da' o tlets.

8es!%es t$e *&!.a&' %ata 0olle0te% )!t$ t$e $el* of t$e < est!onna!&e, I $ave also 0olle0te% t$e &elevant se0on%a&' %ata f&o. va&!o s so &0es l!+e .a,a;!nes, boo+s an% Inte&net an% ne)s*a*e&s. 8ase% on t$e &elevant *&!.a&' an% se0on%a&' %ata, a

0o.*a&at!ve anal's!s $as been %one so as to f!n% o t t$e a&eas of e-0ellen0e an% a&eas of !.*&ove.ent of bot$ o&,an!;at!ons.

T$e a&eas of e-0ellen0e an% !.*&ove.ent $ave been !%ent!f!e% base% on fa0t al !nfo&.at!on, !n l!,$t of )$!0$ &e0o..en%at!ons an% s ,,est!ons $ave been *&ov!%e% fo& t$e ove&all !.*&ove.ent of t$e o&,an!;at!ons !n t$e f t &e. T$!s T$es!s )as 0on% 0te% !n #>>3 !n ?ol+ata, In%!a9 so t$e !nfo&.at!on !s &elat!ve to t$!s 0!t'.

Se0t!on One= T$e Coffee Caf" In% st&'. Se0t!on one of t$e T$es!s !s a *ee+ at t$e 0offee 0af" !n% st&'. It ta+es a loo+ at $o) t$e !n% st&' $as evolve% t$&o ,$ t!.e, f&o. !ts ea&l' be,!nn!n,s !n E &o*e, to !ts 0 &&ent fo&. of a $!,$l' o&,an!;e% se0to&. It also %eta!ls t$e st& 0t &e of t$e !n% st&', )!t$ !ts va&!o s 0o.*onents, !n !ts 0 &&ent fo&.. It f!nall' %eals )!t$ $o) t$!s !n% st&' $as ,&o)n !n In%!a, an% )$at !ts 0 &&ent stat s !s.

Se0t!on T)o= Case st %' on 8a&!sta. Se0t!on T)o !s a 0ase st %' on t$e f!&st o&,an!;at!on be!n, 0o.*a&e% !n t$!s st %', 8a&!sta. T$e 0ase st %' loo+s at t$e ove&all )o&+!n, an% *e&fo&.an0e of 8a&!sta, an% t$e va&!o s as*e0ts an% f n0t!on!n, of !ts Ma&+et!n, an% H .an /eso &0e.

Se0t!on T$&ee= Case st %' on Caf" Coffee Da'. Se0t!on T$&ee !s a 0ase st %' on Caf" Coffee Da', t$e ot$e& o&,an!;at!ons be!n, 0o.*a&e% !n t$!s st %'. T$!s se0t!on %eals )!t$ t$e ove&all o*e&at!ons of Caf" Coffee Da', an% l!+e t$e *&ev!o s se0t!on, t$e f n0t!on!n, an% as*e0ts of !ts Ma&+et!n, an% H .an /eso &0e.

Se0t!on Fo &= Ma&+et S &ve'. Se0t!on Fo & !s t$e .a!n 0o.*a&at!ve &at!n, of bot$ 8a&!sta an% Caf" Coffee Da', base% on a s &ve' of 0 sto.e&s v!s!t!n, t$e o tlets. T$e s &ve' anal'ses $o) bot$ a&e *e&fo&.!n, !n t$e a&eas of Taste an% 5 al!t' of P&o% 0ts, 2al e fo& Mone', Del!ve&', Peo*le, D"0o& 4 A&0$!te0t &e, et0.

Se0t!on F!ve= Con0l s!on. T$e last se0t!on of t$e T$es!s !%ent!f!es a&eas )$e&e bot$ o&,an!;at!ons a&e *e&fo&.!n, e-0ellentl', an% a&eas )$e&e t$e' nee% to !.*&ove. It also *&ov!%es &e0o..en%at!ons base% on t$e f!n%!n, of t$e .a&+et s &ve', an% t$e 0ase st %!es of bot$ f!&.s. T$!s se0t!on )!ll *&ov!%e an ove&all *e&s*e0t!ve on t$e 0o.*a&at!ve st %' of bot$ t$e f!&.s.

I)TR* .CTI*) Se0t!on 1= T/0 C*1100 C%12 I) .STR(

131: 0#olution of a Coffee Caf T$e be,!nn!n,= It all be,an a&o n% 1>>> A.D. )$en A&ab t&a%e&s be,an to 0 lt!vate 0offee beans !n la&,e *lantat!ons. T$e' be,an to bo!l t$e beans 0&eat!n, a %&!n+ t$e' 0alle% @<a$)aA )$!0$ t&anslates to that which prevents sleep. T$e %&!n+ be0a.e )!%el' *o* la&, an% t$e nee% fo& 0offee beans ,&e). T$e b&!ef t!.el!ne fo& t$e ,&o)t$ of 0offee, 0af"s an% eve&'t$!n, &elate% !s ,!ven belo)= F!&st +no)n %!s0ove&' of 0offee be&&!es. Le,en% of ,oat $e&%e& ?al%! of Et$!o*!a, )$o not!0es ,oats a&e f&!s+!e& afte& eat!n, &e% ba&&!e&s of a lo0al s$& b. E-*e&!.ents )!t$ t$e be&&!es $!.self an% be,!ns to feel $a**!e&.

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T$e f!&st 0offee t&ees a&e 0 lt!vate% on t$e A&ab!an Pen!ns la. Coffee !s f!&st &oaste% an% bo!le% b' A&abs .a+!n, @<a$)aA.

T$e )o&l%As f!&st 0offee s$o* o*ens !n Constant!no*le.

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T$e f!&st establ!s$.ent !n Constant!no*le soon be0o.es )!%el' *o* la&, an% t)o .o&e 0af"s a&e o*ene%.

Coffee ente&s E &o*e t$&o ,$ t$e *o&t of 2en!0e. T$e f!&st 0offee $o se o*ens !n Ital' !n 1B31. B

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T$e f!&st 0offee $o se o*ens !n En,lan%. Coffee $o ses )e&e 0alle% @*enn' n!ve&s!t!esA Ca *enn' !s 0$a&,e% fo& a%.!ss!on an% a 0 * of 0offeeD be0a se a *e&son 0o l% v!s!t a 0af" to %!s0 ss 0 &&ent affa!&s an% so0!al !ss es.

T$e f!&st Pe&s!an 0offee $o se o*ens.

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T$e f!&st 0offee $o se o*ens !n 2!enna.

E%)a&% Llo'%As 0offee $o se o*ens. It event all' be0o.es Llo'%As of Lon%on, t$e )o&l%As bestE+no)n !ns &an0e 0o.*an'.

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T$e f!&st s!,n of t$e F&en0$ /evol t!on $a% !ts &oots !n Pa&!s!an 0af"s )$e&e t$e *eo*leAs .ove.ent sta&te% ,at$e&!n, stea..

T$e D t0$ be0o.es t$e f!&st to t&ans*o&t an% 0 lt!vate 0offee 0o..e&0!all'. Coffee !s s. ,,le% o t of t$e A&ab *o&t of Mo0$a an% t&ans*o&te% to S&! Lan+a an% In%!a fo& 0 lt!vat!on.

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T$e f!&st 0offee $o se o*ens !n 8e&l!n.

One of E &o*eAs f!&st 0offee $o ses, Caf" G&e0o o*ens !n /o.e. 8' 1FB(, 2en!0e $as ove& #,>>> 0offee s$o*s.

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T$e *&otot'*e of t$e f!&st es*&esso .a0$!ne !s 0&eate% !n F&an0e.

A *&o0ess of s!n, nat &al ,as an% $ot a!& be0o.es t$e .ost *o* la& .et$o% of &oast!n, 0offee.

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T$e f!&st 0o..e&0!al es*&esso .a0$!ne !s .an fa0t &e% !n Ital'.

T$e !nvent!on of t$e )o&l%As f!&st %&!* 0offee.a+e&. Mel!tta 8ent; .a+es a f!lte& s!n, blott!n, *a*e&.

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D&. E&nest Ill' %evelo*s t$e f!&st a to.at!0 es*&esso .a0$!ne. T$e&e !s eno&.o s !nte&est f&o. 0af"s all a&o n% E &o*e.

A0$!lles Ga,,!a *e&fe0ts t$e es*&esso .a0$!ne )!t$ a *!ston t$at 0&eates a $!,$E *&ess &e e-t&a0t!on to *&o% 0e a t$!0+ la'e& of 0&ea.. G

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Coffee !s no) t$e )o&l%As .ost *o* la& beve&a,e, )$!0$ lea%s to a boo. !n &eta!l an% $otel 0af"s. T$e A.e&!0an &eta!l 0af" Sta&b 0+s !n bo&n.

W!t$ t$e ,&o)t$ of t$e Inte&net, 0'be& 0af"s a&e bo&n, *&ov!%!n, Inte&net a00ess an% 0offee to se&s.

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W!t$ an !n0&ease% *enet&at!on of PCs !n $o.es, 0'be& 0af" 0$a!ns 0lose, an% &eE!..e&,e as &eta!l 0offee 0af" 0$a!ns.

Ta'le 1: % 'rief ti7eline for coffee Interesting facts about Coffee & Cafs:

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Coffee )as f!&st +no)n !n E &o*e as A&ab!an W!ne. Coffee !s *&esentl' t$e se0on% .ost t&a%e% 0o..o%!t' !n t$e )o&l%. It !s se0on% onl' to o!l.

Nes0afe )as !nvente% b' Nestle be0a se !t $a% to ass!st t$e 8&a;!l!an ,ove&n.ent to solve !ts 0offee s &*l s *&oble..

132: The Coffee Caf Industry T$e Coffee Caf" !n% st&' !s 0 &&entl' one of t$e b!,,est an% fastest ,&o)!n, se0to&s !n b s!ness. T$e !n% st&' 0ons!sts of a .!- of !n%!v!% al 0af"s, $otel 0af"s an% &eta!l 0af" 0$a!ns. Individual Cafs: T$e .a!n b l+ of &even e !s ea&ne% b' s.all, !n%!v!% al 0af"s, & n .ostl' b' fa.!l!es an% f&!en%s. It !s a &elat!vel' no&,an!;e% se0to&. T$e&e a&e .!ll!ons of s 0$ 0af"s a&o n% t$e )o&l%, an% t$e' *&ov!%e 0 sto.e&s )!t$ a $o.el', 0as al e-*e&!en0e. T$e b l+ of t$ese 0af"s a&e .a!nl' !n E &o*e, )$e&e eve&' l!ttle to)n o& v!lla,e $as lo0al 0af"s, )$e&e *eo*le ,at$e& to,et$e& fo& a 0onve&sat!on ove& 0offee, o&

6 st to be alone )!t$ t$e!& t$o ,$ts.

iagra7 1 8 Indi#idual Cafs T$ese 0af"s $ave been t$e b!&t$*la0e an% san0t a&' fo& va&!o s 0&eat!ve .!n%s, &evol t!ona&!es an% t$!n+e&s of o & t!.e. T$e .ost &e0ent e-a.*le !s t$e a t$o& J.?. /o)l!n,, )$o $as )&!tten .ost of t$e Harry Potter se&!es of boo+s, s!tt!n, at $e& lo0al 0af". T$ese 0af"s set t$e.selves a*a&t f&o. &eta!l 0$a!n 0af"s an% $otel 0af"s be0a se t$e' *&ov!%e 0 sto.e&s )!t$ a $o.el', 0lass!0 a**eal, )$!0$ 0annot be e. late%.

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Hotel Cafs: Eve& s!n0e t$e *o* la&!;at!on of 0offee, $otels all ove& t$e )o&l% sta&te% o*en!n, #1E$o & 0offee s$o*s )$e&e v!s!to&s to t$e $otel 0o l% )al+ !n fo& a 0 * of 0offee an% so.e foo% at an' t!.e. T$ese 0offee$o ses a&e e-t&e.el' !.*o&tant, be0a se t$e' *&ov!%e !nte&nat!onal v!s!to&s to t$e $otel )!t$ a n!ve&sal %&!n+E 0offee. An' 0 sto.e& 0an )al+ !nto an' .a6o& $otel !n t$e )o&l%, an% ente& t$e 0offee$o se, an% +no) )$at to e-*e0t. T$ese 0af"s a&e not &eall' .a6o& *la'e&s !n t$e 0offee 0af" !n% st&', b t &at$e& *&ov!%e s **le.enta&' se&v!0es to t$e

$otel !n% st&'.

iagra7 2 8 /otel Cafs

etail Caf Chains: T$e last, an% t$e .ost o&,an!;e% se0to& !n t$e 0offee 0af" !n% st&', !s t$e &eta!l 0af" 0$a!n. Off late, t$ese 0$a!ns $ave be0o.e e-t&e.el' *o* la& an% a&e ,&o)!n, at an eve&E!n0&eas!n, *a0e. T$ese &eta!l 0$a!ns $ave )o&+ )!t$ an o&,an!;e% st& 0t &e of .an, .ate&!al an% .one'. T$e )o&+ on %evelo*!n, a &e0o,n!;e% b&an% 0ons!stent to all t$e!& o tlets, )$!0$ 0 sto.e&s 0an eas!l' &elate to, )$e&eve& t$e' ,o. T$e' *&ov!%e 0 sto.e&s )!t$ a stan%a&%!;e% level of se&v!0e an% < al!t' at ea0$ of t$e!& o tlets.

11

T$e vast *o* la&!t' of t$ese &eta!l 0$a!ns !s s$o)n !n t$e &a*!% !nte&nat!onal ,&o)t$ of b&an%s l!+e Sta&b 0+s. C sto.e&s 0an %o to an' Sta&b 0+s a0&oss t$e )o&l% an% +no) e-a0tl' )$at to e-*e0t. T$e .a!n fo0 s of .' nat!onall' &e0o,n!;e% &eta!l 0af" 0$a!ns= Coffee Da'. *&o6e0t !s on t)o 8a&!sta 4 Caf"

iagra7 3 8 % popular Retail Caf Chain logo

133: 9ro:th of Caf Industry in India Hot beve&a,es $ave al)a's been a *a&t of t$e t&a%!t!on of In%!a, es*e0!all' So t$ In%!a. Coffee too+ t$e f!&st seat !n So t$ In%!a )$en t$e t&a%!t!onal 8&a$.!n 0lasses b&o ,$t %o)n t$e beve&a,e f&o. t$e & l!n, 8&!t!s$ a&o n% t$e 1I(>s. D &!n, t$e ea&l' 'ea&s t$e %&!n+ )as 0onf!ne% onl' to t&a%!t!onal &!0$ 8&a$.!n fa.!l!es )$o se&ve% f!lte& 0offee !n a @%av&aE t .ble&A. Coffee !s no .o&e 0onf!ne% to t$e &!0$ 8&a$.!n 0lass no), t$o ,$ t$e t&a%!t!on of se&v!n, f!lte& 0offee !n t$e @%av&aE t .ble&A 0ont!n es to t$!s %a'.

In o&%e& to s*&ea% t$e %&!n+, 0offee $o ses e.e&,e% at va&!o s *la0es !n t$e 0o nt&', )$!0$ also se&ve% as t$e o**os!te *la0es fo& la)'e&s an% t$e e% 0ate% 0lass to $ol% %!s0 ss!ons &an,!n, f&o. *ol!t!0s to 0!ne.a. It !s also bel!eve% t$at .an' s0&!*ts an% !%eas fo& f!l.s evolve% $e&e. One of t$e ol%est 0offee $o ses !n So t$ In%!a !s t$e /aa'a&s .ess, C$enna!, )$!0$ se&ves f!&st 0lass f!lte& 0offee even to%a'. T$e .ess )as establ!s$e% !n t$e 1I1>s an% 0ont!n es t$e t&a%!t!on of 0offee b t s **le.ents !t )!t$

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t!ff!n also. T$e v!nta,e lo0at!on of t$e .ess att&a0ts $ ,e 0&o)%s even to%a' ea&l' !n t$e .o&n!n,s, Coffee $o)eve& )as not t$e onl' !te. on t$e .en . T$ese *la0es also se&ve% foo% an% ot$e& %&!n+s to t$e!& 0 sto.e&s.

T$e %&!n+ also be0a.e fa.o s an% as a &es lt even f!ve sta& $otels be,an 0as$!n, !n on !t. Seve&al $otels all ove& t$e 0o nt&' sta&te% o*en!n, 0offeeE s$o*s t$at 0ate&e% to $!,$E en% 0 sto.e&s. T$!s s$o)e% t$e *o* la&!;at!on of 0offee 0af"s, to all se0t!ons of so0!et'.

T$e %&!n+ $as no) be0o.e .o&e of a 0on0e*t t$an .e&el' a %&!n+ !tself. T$e last %e0a%e )!tnesses t$e ,&o)t$ of n .e&o s 0offee * bs !n t$e 0o nt&'. A n .be& of 0offee 0af" o)ne&s t&!e% to )este&n!;e t$e taste !n 0ont&ast to t$e f!lte& 0offee.

No), la&,e &eta!l 0$a!ns l!+e 5)!+'s, 8a&!sta, an% Caf" Coffee Da' $ave o*ene% * a&o n% t$e 0o nt&'. T$e 0on0e*t of a 0af" to%a' !s not .e&el' abo t sell!n, 0offee, b t abo t %evelo*!n, a nat!onal b&an%. /eta!l 0af"s no) fo&. a . lt!E 0&o&e !n% st&' !n t$e 0o nt&', an% $ave $ ,e *otent!al fo& ,&o)t$ lo0all', an% !nte&nat!onall'.

T$ese 0af"s fo&. t$e .a!n fo0 s of t$!s *&o6e0t.

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Fo& t$e * &*ose of t$!s st %', I *&e*a&e% t)o &esea&0$ tools, bot$ < est!onna!&e, to f!n% o t t$e &elevant *&!.a&' %ata *e&ta!n!n, to t$e f n0t!on!n, an% )o&+!n, of bot$ 8a&!sta an% Caf" Coffee Da'.

T$e %ata )as 0olle0te% base% on !nfo&.at!on *&ov!%e% b'= 1.T$e .ana,e.ent of t$e o&,an!;at!on. #.C sto.e&s v!s!t!n, 8a&!sta an% Caf" Coffee Da' o tlets.

8es!%es t$e *&!.a&' %ata 0olle0te% )!t$ t$e $el* of t$e < est!onna!&e, I $ave also 0olle0te% t$e &elevant se0on%a&' %ata f&o. va&!o s so &0es l!+e .a,a;!nes, boo+s an% Inte&net an% ne)s*a*e&s.

8ase% on t$e &elevant *&!.a&' an% se0on%a&' %ata, a 0o.*a&at!ve anal's!s $as been %one so as to f!n% o t t$e a&eas of e-0ellen0e an% a&eas of !.*&ove.ent of bot$ o&,an!;at!ons.

T$e a&eas of e-0ellen0e an% !.*&ove.ent $ave been !%ent!f!e% base% on fa0t al !nfo&.at!on, !n l!,$t of )$!0$ &e0o..en%at!ons an% s ,,est!ons $ave been *&ov!%e% fo& t$e ove&all !.*&ove.ent of t$e o&,an!;at!ons !n t$e f t &e.

T$!s *&o6e0t )as 0on% 0te% !n #>>3 !n ?ol+ata, In%!a9 so t$e !nfo&.at!on !s &elat!ve to t$!s 0!t'.

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Se0t!on #= C%S0 ST.

231: Corporate +rofile

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8a0+,&o n%, Ma&+et Ent&' 4 G&o)t$=

8a&!sta 0offee )as establ!s$es !n 1III )!t$ t$e a!. of !%ent!f'!n, ,&o)t$ o**o&t n!t!es !n t$e 0offee b s!ness. In0&eas!n, %!s*osable !n0o.es an% ,lobal t&en%s !n 0offee !n%!0ate !..ense ,&o)t$ *otent!al !n one *a&t!0 la& se,.ent.

Mo&e s!,n!f!0antl', t$e' bel!eve t$e' $ave been < !0+ to s*ot a latent nee% )a!t!n, to be t&a**e%= Coffee love&s see+ a 0o.*lete e-*e&!en0e. One t$at 0o.b!nes !ntell!,ent *os!t!on!n, )!t$ t$e &!,$t *&o% 0t .!- an% 0a&ef ll' 0af"s. In ot$e& )o&%s, 0 sto.e&s see+ an 7e-*e&!ent!al b&an%:. iagra7 ! 8 The Barista Caf ;ogo %es!,ne% l!fest'le

As of to%a', 8a&!sta e-!sts !n ove& ## 0!t!es, an% o*e&ates ove& 11> o tlets nat!onall'. In t$e last # 'ea&s, 8a&!sta $as o*ene% ove& 1>> o tlets !n t$e 0o nt&' an% )!t$ a ne) o tlet o*en!n, nat!onall' eve&' 11 %ates, 8a&!sta !s 0 &&entl' e-*e&!en0!n, *$eno.enal ,&o)t$. W!t$ o tlets o*en!n, !n S&! Lan+a an% D ba!, 8a&!sta !s loo+!n, at *otent!al ,&o)t$ o**o&t n!t!es !n As!a, .a+!n, !t $!,$l' 0o.*et!t!ve !nte&nat!onal b&an%.

13

232: Mar"eting Mi& P&o% 0t M!-K =

Coffees 4 Teas
Coffee :ith Mil" Ca** 00!no Caffe Mo0$a Caffe Latte Blac" Coffee Es*&esso Ital!ano TM Es*e&ano A.e&!0ano essert Coffees Latte 8!an0o Caffe 8o&,!a Cold Coffees TM 8&&&!sta TM 8&&&!sta F&a**e TM 8&&&!sta 8last I0e% Caffe Mo0$a Coffee %dd-ons 2a&!o s Flavo &s C$o0olate F %,e W$!**e% C&ea. Es*&esso S$ot I0e C&ea. S0oo*

/ef&es$!n, Alte&nat!ves
S7oothies G ava Man,o G&a*e 9ranitas 8l e C &a0ao L!.e I0e M!-e% F& !t Tan,o G ava C& s$ Mil" Based St&a)be&&' F&ee;e Mo0$a F&ee;e I0e*&esso Iced Tea Le.on Pea0$ *ther rin"s G!n,e& F!;; ?!nle' Wate&

Eatables
Sand:iches Panee& T!++a C$eese 4 To.ato C$!0+en T!++a S.o+e% C$!0+en Rolls ?a%$a! Panee& /oll C$!0+en Masala /oll +astas Tan,' To.ato Pasta C&ea.' C$!0+en Pasts *ther 1ood 885C$!0+en C&o!ssant

esserts Waln t 8&o)n!e Mo0$a E-0ess C$o0olate E-0ess Da&+ Te.*tat!on C$o0olate Mo sse C$o0olate C$!* M ff!n Al.on% /a!s!n M ff!n A**le Ca+e

Teas Assa. En,l!s$ 8&ea+fast Da&6eel!n, Ea&l G&e' Ta'le 2: Barista: +roduct Mi& <idth K So.e *&o% 0ts .a' $ave been a%%e%L &e.ove% f&o. t$e *&o% 0t .!-, % e to 0$an,es s!n0e ,at$e&!n, !nfo&.at!on. 1B

+roduct Sources: 8a&!sta so &0es !ts 0offee beans f&o. a&o n% t$e )o&l%, b t a .a6o& s **l!e& !s TATA Coffee, *a&t of t$e TATA G&o * t$at o)ns a la&,e sta+eE $ol%!n, !n 8a&!sta. T$ese 0offee beans a&e t$en sent to a blen% e-0l s!vel' fo& !s e-0l s!vel' 0ate&e% to of < al!t' )!t$ all !ts t$&o ,$ !ts sto&e, all of a00o nts fo& nea&l' 1LB
t$

2en!0e, Ital' )$e&e t$e' a&e &oaste% !nto 8a&!sta. T$e foo% an% %esse&ts at 8a&!sta b' t$e Ta6, )$o ens &es a $!,$ stan%a&% *&o% 0ts. 8a&!sta also sells .e&0$an%!se )$!0$ !s !.*o&te%. T$e .e&0$an%!se of 8a&!staAs ove&all sales.

iagra7 $ 8 The Barista coffee 'eans >uality Sources: 8a&!sta $as a 0$e0+ on t$e < al!t' of !ts *&o% 0ts eve&' 11 %a's. 8a&!sta also !n0o&*o&ates T5M at !ts $ea%< a&te&s !n Del$!. S!n0e Del$! !s t$e base fo& all !ts %!st&!b t!on, < al!t' 0ont&ol .eas &es a&e a%o*te% t$e&e to avo!% an' *oo& < al!t' *&o% 0ts be!n, %!st&!b te%. Ser#ing Si=e: T$e se&v!n, s!;e of a *&o% 0t !s a .eas &e, not onl' of < ant!t', b t also of val e fo& .one'. T$e ave&a,e se&v!n, s!;e fo& 8a&!staAs .a!n *&o% 0t 0ate,o&!es !s %eta!le% !n Table ,!ven belo)= +roduct Hot Coffee C# +!n%sD Col% Coffee S.oot$!es Ta'le 3: Barista Ser#ing Si=e G&an!tas Ser#ing Si=e #1> .lL (>> .l (1> .l (>> .l (1> .l

1F

Merchandising: 8a&!sta sells va&!o s +!n%s of .e&0$an%!se t$&o ,$ !ts sto&es. T$e table %eta!ls t$e %!ffe&ent .e&0$an%!s!n, *&o% 0ts. Merchandise T!&a.!s Flavo&s Coffee M ,s 8l e C &a0ao 8a&!sta F&en0$ P&ess 8a&!sta Coffee 8eans Ta'le !: Barista Merchandising

+ricing: 8a&!sta $as a @S+!. P&!0!n, Pol!0'A. T$e' be,an )!t$ a $!,$e& *&!0e, an% s+!..e% t$e 0&ea. fo& t$e .a&+et. W!t$ t$e s %%en s* &t of ,&o)t$ !n n .be& of o tlets, 0a.e t$e benef!ts of e0ono.!es of s0ale. 8e0a se of t$!s, t$e' $ave been able to ,&a% all' lo)e& t$e!& *&!0es, an% a**eal to %!ffe&ent se,.ents of t$e!& ta&,et .a&+et. C &&entl', t$e!& *&!0es a&e t$e lo)est t$e' $ave eve& been, an% t$e' 0an 0o.*et!t!vel' .at0$ t$e!& *&!0es a,a!nst Caf" Coffee Da'As *&!0es. T$e *&!0es a&e 0onstantl' 0$an,!n, t$o ,$, an% t$e last 1E'ea& $as seen ( 0$an,es C.ostl' &e% 0t!onsD !n *&!0es. T$!s ,&a% al *&!0e &e% 0t!on .eant t$at 8a&!sta 0o l% .a!nta!n !ts *&of!tE .a-!.!;at!on *ol!0' nt!l !t 0o l% ea&n la&,e 0ost sav!n,s be0a se of t$e benef!ts of $!,$ vol .e. T$e .a!n fa0to&s t$at affe0t t$e!& *&!0!n, a&e t$e!& 0ost of ,oo%s sol%. T$e 0osts a&e < !te $!,$ be0a se !.*o&ts a .a6o&!t' of !ts *&o% 0ts an% *&o% 0tE so &0es.

1G

+rocess: T$e o&%e& an% %el!ve&' *&o0ess at 8a&!sta !s base% on selfE se&v!0e, )$e&e a 0 sto.e& ,oes * to t$e 0o nte& to *la0e $!s o&%e&, an% ,oes ba0+ to t$e 0o nte& to *!0+ $!s %el!ve&' on0e !t !s *&e*a&e%. +ositioning: Cons .e& P&of!le= A00o&%!n, to &esea&0$, ove& B3M of 8a&!staAs 0 sto.e&s a&e !n t$e 13E (> a,eE ,&o *. T$e .a6o&!t' of t$ese a&e st %ents an% 'o n, &ban *&ofess!onals. Brand I7age: 8a&!sta *os!t!ons !tself as a b&an% fo& an'one )$o loves 0offee. T$e!& *&o% 0ts, se&v!0es an% o tlets a&e .o&e l!+e t$e t&a%!t!onal E &o*ean 0af"s, )$e&e *eo*le )o l% .eet fo& t$e love of 0offee, an% fo& an !ntelle0t al a**eal!n, t!.e. T$e' *os!t!on t$e!& o tlets as a *la0e 7)$e&e t$e )o&l% .eets:, an% t$e' loo+ to a**eal to an'one !n t$e 11E B> a,e ,&o * t$at loves ,oo% 0offee an% loo+s fo& a n!0e < !et t!.e. N P&o% 0ts= 8a&!staAs *&o% 0t .!- 0onst!t tes a )!%e &an,e of *&o% 0ts t$at a**eal *&!.a&!l' to t&a%!t!onal 0offee love&s. T$e!& *&o% 0ts t$e.selves a&e t&a%!t!onal *&o% 0ts )!t$ t&a%!t!onal na.es. Foo% !te.s l!+e 0&o!ssant, *astas, an% san%)!0$es a&e 0o.*l!.enta&' to t$e!& 0offee, an% *&o6e0t a ve&' 0lass!0 !.a,e of 8a&!sta. T$e!& .e&0$an%!s!n, also 0ons!sts of *&!.a&!l' 0offee &elate% *&o% 0ts l!+e 0offee beans, 0offee .a0$!nes, et0.

1I

N P&!0es= Cons!%e&!n, t$at 8a&!sta !s t&'!n, to ta&,et a .a&+et )$ose a,e &an,e !s bet)een 1G an% B> 'ea&s, a *&!0!n, *ol!0' a**eal!n, to t$!s se,.ent !s %!ff!0 lt. E-t&e.el' lo) *&!0es a0t as a %ete&&ent to so.e 0 sto.e&s )$o .!,$t &e,a&% !t as an !n%!0ato& o& < al!t', )$!le ve&' $!,$ *&!0es 0annot be affo&%e% b' .ost of t$e 'o t$. 8 t s!n0e 8a&!staAs 0 &&ent 0ons .e& *&of!le !s < !te 'o n,, t$e!& *&!0es a&e .ostl' !ne-*ens!ve, an% at *a& )!t$ t$e!& 0o.*et!to&s. N Peo*le= T$e *eo*le at 8a&!sta a&e 0$a&a0te&!st!0all' t&a!ne% to be Pleasant! Polite and Positive. T$e' ens &e 'o $ave a < !et, n!nte&& *te% v!s!t an% *&ov!%e an es0a*e f&o. t$e %a!l' *&ess &es of l!fe. T$e!& n!fo&.s a&e !n sobe& s$a%es of b&o)n an% o&an,e, an% 0ont&!b te to t$e ove&all la!%Eba0+ feel!n, of t$e 0af". N P$'s!0al Ev!%en0e= aD Lo,o, Colo&s, I.a,es= 8a&!sta, s!n0e t$e be,!nn!n, $as loo+e% to se 0olo&s !n !ts 0af" !nte&!o&s, lo,os an% !.a,es9 to *&o6e0t a 7)a&., ea&t$ ,lo), s'non'.o s )!t$ 0offee:. 8a&!sta ses s$a%es of O&an,e 4 8&o)n to ,oo% effe0t to *&o.ote !ts 7la!%E ba0+: at.os*$e&e.

iagra7 5 8 The Barista Interiors

#>

T$e lo,o !s a 0o.b!nat!on of 8&o)n, O&an,e an% L!,$t Oello)9 )!t$ t$e )o&% 78a&!sta: )&!tten !n an *)a&% 0 &ve, an% t$e )o&% 7Coffee: n%e&neat$. A s!.*le lo,o t$at *e&fe0tl' e-*&esses 8a&!staAs b&an% !.a,e= A t&a%!t!onal 0af" fo& 0offee love&s. bD D"0o& an% A&0$!te0t &e= 8a&!staAs !nte&nal %"0o& an% a&0$!te0t &e e-*&esses t$e s!.*l!0!t' 'o )o l% no&.all' asso0!ate )!t$ t&a%!t!onal 0af"s. T$e f &n!t &e !s .a%e of l!,$t s$a%es of )oo%, an% t$e&e a&e 0o.fo&table sofas !n b!,,e& 0af"s. T$e )alls a&e s$a%es of o&an,e, )!t$ va&!o s *$oto,&a*$s of t$e love fo& 0offee s*&ea% a&o n% ea0$ o tlet. 0D L!te&at &e= T$e l!te&at &e *&ov!%e% b' 8a&!sta !s !n%!0at!ve of !ts b&an% !.a,e. T$e .en s, *oste&s, *a.*$lets a&e all t&a%!t!onall' %es!,ne%, )!t$ a 0lass!0 an% s!.*le loo+. One as*e0t of *a&t!0 la& note !s t$e!& .a,a;!ne, )$!0$ !s *&!vatel' 0!&0 late% !n t$e 0af"s. T$e .a,a;!ne en0o &a,es 0 sto.e&s )&!te, %&a), .a+e et0 an't$!n, 0&eat!ve9 an% t$!s !s t$en * bl!s$e% !n t$e .a,a;!ne. T$e .a,a;!ne not onl' *&ov!%es an aven e fo& a%ve&t!s!n,, b t also an o**o&t n!t' fo& 8a&!sta to e-*&ess !ts b&an% !.a,e. N Pla0e= 8a&!sta loo+s to 0ate& to t$e!& ta&,et .a&+et )!t$ st&ate,!0all' lo0ate% o tlets. T$e!& o tlets a&e ,ene&all' lo0ate% at H!,$ St&eetL Fa.!l' Ente&ta!n.ent Cente&s. Cons!%e&!n, t$e!& ,ene&!0 a**eal, t$e&e a&e 8a&!sta o tlets !n an% a&o n% Malls, C!ne.as, Colle,es, an% Off!0es et0. t$!s en%o&ses t$e!& b&an% !.a,e of a 0af" t$at a**eals to 0offee love&s of all a,es.

#1

+ro7otions: 8a&!sta 0 &&entl' 0a&&!es o t .ass *&o.ot!on 0a.*a!,ns. T$!s !s .a!nl' !n t$e fo&. of *&o.ot!ons !n t$e P&ess, T2 an% /a%!o Me%!as. At *&esent, t$e' %o not &el' $eav!l' on a%ve&t!s!n,, b t &el' .o&e on s*onso&s$!*s an% st&ate,!0 all!an0es )!t$ ot$e& 0o&*o&at!ons. 8a&!sta also ta+es *a&t !n va&!o s sales *&o.ot!on a0t!v!t!es to $el* !n0&ease sales at t$e!& o tlets. aD S*onso&s$!*s= 8a&!sta s*onso&s va&!o s events an% fest!vals, )$!0$ *&ov!%es t$e. val able *&o.ot!on %!&e0te% at st&ate,!0 .a&+ets. T$e s*onso&s$!*s a&e .a!nl' !n +!n%, alt$o ,$ .a6o& events a&e s*onso&e% !n 0as$ also. bD Collabo&at!ons= 8a&!sta $as ente&e% !nto s*e0!al 0ollabo&at!ons an% all!an0es )!t$ va&!o s *a&tne&s fo& 0oE .a&+et!n, b&an%s. Fo& e-a.*le, 8a&!sta ente&e% !nto a %eal )!t$ "eo #attel to's to *&ov!%e t$e *o* la& boa&% ,a.e $crabble at eve&' 8a&!sta o tlet a0&oss t$e 0o nt&'. T$!s !s an !%eal all!an0e fo& bot$ t$e o&,an!;at!ons, be0a se !t *&ov!%es "eo #attel )!t$ an !.*o&tant aven e fo& *&o.ot!n, t$e!& *&o% 0t, an% !t *&ov!%es 8a&!staAs 0 sto.e&s an a%%e% att&a0t!on fo& s*en%!n, .o&e t!.e at 8a&!sta o tlets. 8a&!sta $as also ente&e% !nto *a&tne&s$!*s )!t$ va&!o s .ov!es, fo& *&o.ot!ons t$&o ,$ 8a&!sta, an% * )!t$ Sta& Wo&l% fo& !ts &verybody: 0a.*a!,n. &e0entl', t$e' t!e% 7%bsolutely

iagra7 -3 8 The Barista Colla'orations

##

%D Sales P&o.ot!on= 8a&!sta ses a s*e0!al '(arista Coffee Card) fo& !ts sales *&o.ot!on a0t!v!t!es. T$e 8a&!sta Coffee Ca&% ent!tles 'o to one 0o.*l!.enta&' $ot beve&a,e )$en 'o a&e %one s!**!n, seven. It !s ava!lable to all 8a&!sta 0offee &e, la&s. No .e.be&s$!* fees, no &efe&en0es &e< !&e%. F!ll o t t$e 0a&% an% 'o a&e a .e.be&. As a Coffee Ca&% $ol%e&, 'o ea&n one sta.* on t$e 0a&% eve&' t!.e 'o * &0$ase a beve&a,e. S!.*l' *&esent t$e 0a&% to t$e 0as$!e& )$en 'o *la0e 'o & o&%e& at an' of t$e!& o tlets. On0e 'o $ave 0olle0te% seven sta.*s, 'o 0an $an% ove& t$e 0a&% to &e0e!ve 'o & 0o.*l!.enta&' $ot beve&a,e. 8a&!sta $o*es t$!s 0a&% 0an $el* %&!ve sales ,&o)t$, an% !n0&ease 0 sto.e& &etent!on. istri'ution: istri'ution of outlets Eve&' 8a&!sta o tlet !s o)ne% b' t$e 0o.*an', an% not f&an0$!se% o t to an'one. 8a&!sta 0an t$ s 0ont&ol an% .a+e < !0+ 0$an,es to !ts ent!&e &eta!l 0$a!n. 8a&!sta 0 &&entl' o*e&ates !n ove& 1#> o tlets all ove& t$e 0o nt&', an% at t$e!& 0 &&ent &ate, t$e' a&e o*en!n, a ne) o tlet a**&o-!.atel' eve&' 1> %a's. T$e' $ave a .a&+et *&esen0e !n ove& #> 0!t!es. M .ba! alone $as ove& (> o tlets, an% t$e n .be& of o tlets !n t$e 0!t' !s !n0&eas!n, at a *$eno.enal *a0e. 8a&!sta $as a t$ .b & le fo& sele0t!n, 0!t!es an% lo0at!ons fo& t$e %!st&!b t!on of o tlets. ;ocation: t$!s !s a *&!.e fa0to& !n %ete&.!n!n, t$e s 00ess of a &eta!l 0$a!n. Ho)eve&, 8a&!sta Coffee $as a%o*te% a to* %o)n a**&oa0$, )$e&e!n t$e' f!&st !%ent!f' t$e 0!t!es an% t$en %e0!%e on *&e0!se lo0at!ons )!t$!n !ts l!.!ts.

#(

Selecting a city: 8a&!sta $as %evote% s bstant!al .ana,e.ent t!.e an% effo&t !n ;e&o!n, !n on t$e 0!t!es )$e&e t$e' a&e no) s!t ate%. T$e sele0t!on of t$e 0!t!es )as base% on t$e follo)!n, 0&!te&!a. N S!;eable *o* lat!on of e-e0 t!ves, st %ents an% fa.!l!es !n SEC A 4 8a&!sta 0ate,o&'9 N H!,$ %!s*osable !n0o.e )!t$ *eo*le loo+!n, fo& ne) v!stas !n le!s &e an% l!fest'le o&!ente% 0on0e*ts9 N H!,$ level o& o&,an!;e% &eta!l a0t!v!t'9 N /a*!% so0!oE e0ono.!0 %evelo*.ent9 N Level of 0o..e&0!al !.*o&tan0e CIn% st&!al 0!t!es, state 0a*!tals et0.D N N .be& of e% 0at!onal establ!s$.ents an% o**o&t n!t!es ava!lable fo& e.*lo'.ent. On t$e bas!s of t$e above 0&!te&!a, t$e' $a% !n!t!all' ta&,ete% 0!t!es l!+e Del$!, M .ba!, 8an,alo&e, C$enna! an% H'%e&aba%. C$an%!,a&$ an% L %$!ana )e&e late& a%%e% % e to t!eE *s )!t$ @Planet MA an% @Ebon'A to set * sto&eE!nE sto&es at t$e!& o tlets. T$e' a&e also * &s !n, an e< all' a,,&ess!ve !nte&nat!onal b s!ness e-*ans!on st&ate,'. T$e' $ave ove& 3> ove&seas lo0at!ons *&esentl' n%e& t$e!& 0ons!%e&at!on. T$e' $ave al&ea%' %one t$e!& ,&o n%)o&+ !n te&.s of ,ett!n, b&an% an% na.e &e,!st&at!ons !n ove& (> of t$ese lo0at!ons. To fa0!l!tate t$e!& ,lobal e-*ans!on, t$e' *lan to )o&+ )!t$ st&ate,!0 *a&tne&s, )$o s$a&e t$e sa.e v!s!on of e-*an%!n, an% *&o.ot!n, t$e b&an% )o&l%)!%e. C &&entl' t$e' $ave o*ene% ne) o tlets !n S&! Lan+a an% D ba! as a *a&t of t$e!& !nte&nat!onal st&ate,'. #1

istri'ution of Stoc" T$e %!st&!b t!on of sto0+ at 8a&!sta be,!ns f&o. t$e 0offee beans be!n, sent ab&oa% fo& &oast!n,. T$e &oast!n, ta+es *la0e !n 2en!0e, an% t$e beans a&e t$en s **l!e% to t$e .a!n )a&e$o se !n Del$!. Sto0+ !s t$en %!st&!b te% to t$e va&!o s /e,!onal Wa&e$o ses, an% t$en to t$e lo0al Wa&e$o ses. T$e o tlets ,et t$e!& sto0+ f&o. t$e Lo0al Wa&e$o ses. 8a&!sta ses a e*+rder "evel s'ste. fo& t$e %!st&!b t!on of t$e!& sto0+. 8a&!sta o t so &0es !ts t&ans*o&tat!on nee%s f&o. e-te&nal o&,an!;at!ons, an% 0 &&entl' ses t& 0+s as t$e *&efe&&e% .eans of %!st&!b t!on.

#3

233 : /u7an Resources 8a&!staAs boo. !n ,&o)t$ $as s*a&+e% of a ,&eate& nee% fo& .o&e an% .o&e $ .an &eso &0es. T$!s *oses a 0$allen,e fo& 8a&!sta to ens &e t$at t$e!& e.*lo'ees all a0&oss t$e 0o nt&' a&e )ell t&a!ne% an% *&ov!%e 0ons!stent se&v!0e at eve&' o tlet.

+osition Co nte& Staff= J n!o& E-e0 t!ve C>E# 'ea&s e-*e&!en0eD E-e0 t!ve C1E( 'ea&s e-*e&!en0eD Sen!o& E-e0 t!ve C(E3 'ea&s e-*e&!en0eD F!el% Staff= Te&&!to&' Mana,e& A&ea Mana,e& /e,!onal Mana,e& S **o&t Staff= Ma&+et!n, S **l' H .an /eso &0es F!nan0e T&a!n!n,

Ta'le $: 07ployee +rofile

T$e ave&a,e a,e of 8a&!sta e.*lo'ee !s ##. Most e.*lo'ees a&e !n t$e 1IE#B a,e ,&o *s. T$e b&ea+E * of t$e va&!o s *osts a&e ,!ven belo)= Recruit7ent ? Selection: 8a&!sta 0 &&entl' o*ens a ne) o tlet so.e)$e&e !n t$e 0o nt&' eve&' 1>E1# %a's. T$e s* &t of ,&o)t$ 0an onl' be s 00essf l !f t$e' $ave t$e &!,$t *eo*le )o&+!n, fo& t$e.. T$e $!,$ e-*ans!on .eans t$at .o&e staff !s nee%e% !..e%!atel' at t$e Counter $taff an% ,ield $taff Level. T$!s !s onl' *oss!ble !s 8a&!sta ses t$e 0o&&e0t &e0& !t.ent an% sele0t!on *ol!0' #B

Sources of Recruit7ent 8a&!staAs .a!n so &0es of &e0& !t.ent a&e= !. !!. iii3 Wal+E !ns /efe&&als Pla0e.ent A,en0!es

Recruit7ent ? Selection +rocess 8a&!sta $!&es *eo*le fo& t$e!& 0o nte& staff f&o. e-te&nal so &0es, an% follo) t$e follo)!n, *&o0ess fo& &e0& !t.ent=

!. !!. !!!.

Colle0t!on an% &ev!e) of C &&!0 l . 2!tae Pe&sonal !nte&v!e)s )!t$ H./. Mana,e& Pe&sonal Inte&v!e)s )!t$ A&ea Mana,e&L /e,!onal Mana,e&.

/e0& !t.ent !s s all' %one on a .ont$l' bas!s, %e*en%!n, on t$e n .be& of o tlets an% e-*ans!on ta+!n, *la0e !n t$at .ont$. Training ? e#elop7ent: To !ns &e 0ons!stent e.*lo'ee *e&fo&.an0e, t&a!n!n, an% %evelo*.ent *ol!0!es a&e ve&' !.*o&tantE even .o&e so !n se&v!0e se0to& o&,an!;at!ons. 8a&!sta Coffee $as a set, 11 %a's &!,o&o s t&a!n!n, *&o0e% &e fo& ea0$ e.*lo'ee. W!t$ t&a!n!n, .o% les 0 sto.!;e% to f!t t$e *&ofess!onal nee%s of ea0$ e.*lo'ee. In t$e 0ase of t$e!& b&e) .aste&s, t$e t&a!n!n, *&o,&a.s a&e %&a)n * an% 0on% 0te% b' t&a!ne&s )$o $ave been t&a!ne% b' Ital!an b&e) .aste&s. 8a&!sta $as a T&a!n!n, 4 Develo*.ent *ol!0', )$!0$ bas!0all' 0ons!sts of t)o *a&ts, In% 0t!on T&a!n!n, an% /ef&es$e& T&a!n!n,. #F

!. Induction Training In% 0t!on T&a!n!n, o00 &s )$en a ne) e.*lo'ee 6o!ns 8a&!sta. T$e e.*lo'ee !s ta ,$t abo t t$e 8a&!sta 0 lt &e, )$at !t .eans to be a 8a&!sta e.*lo'ee, t$e so&t of att!t %e an% be$av!o& e-*e0te% f&o. $!., an% *&o% 0t an% te0$n!0al t&a!n!n,. !!. Refresher Training /ef&es$e& T&a!n!n, s all' $a**ens ones eve&' t)o .ont$s, !n t$e fo&. of te0$n!0al t&a!n!n, an% soft s+!lls t&a!n!n,. T$!s ens &es t$at t$e e.*lo'ees a&e 0onstantl' a)a&e of )$at !s e-*e0te% f&o. t$e., an% t$e!& &e< !&e% level of *e&fo&.an0e. 07ployee <or"ing /ours: 8a&!sta e.*lo'ees )o&+ on an ave&a,e fo& I $o &s, an% t$e&e a&e s all' ( s$!fts *e& %a'. 07ployee Code of Conduct: 8a&!sta e.*lo'ees a&e t&a!ne% )!t$ &e,a&% to t$e!& 0o%e of 0on% 0t at t$e !n% 0t!on level. It !s at t$!s sta,e 8a&!sta t&!es to !nf se, )$at !t &efe&s to as -ey .ualities fo& !ts e.*lo'ees= *leasant .anne&s, *ol!te be$av!o& an% *os!t!ve att!t %e. T$e 0o%e of 0on% 0t of ea0$ e.*lo'ee !s s *e&v!se% eve&'%a' b' te&&!to&' .ana,e&s. +ro7otion +olicy: 8a&!sta *&efe&s *&o.ot!n, f&o. )!t$!n, &at$e& t$en e-te&nall'. T$e a.o nt of t&a!n!n, an% %evelo*.ent *&o,&a.s t$at ,o !nto %evelo*!n, an e.*lo'ee, t$e' )o l% l!+e to $a&ness t$at *otent!al fo& $!,$e& *osts. T$e 0 &&ent *&o.ot!on *ol!0' !s base% * &el' on *e&fo&.an0e.

#G

+erfor7ance %ppraisal: 8a&!sta 0 &&entl' 0a&&!es o t *e&fo&.an0e a**&a!sals eve&' < a&te& of a 'ea&. D!&e0t s *e&v!so&s !n .ost 0ases 0a&&' o t t$ese a**&a!sals. C &&entl' 8a&!sta %oesnAt $ave an' ot$e& +!n% of a**&a!sal *&o,&a.s l!+e *)a&%L (B> a**&a!sals. 8a&!sta %oes 0on% 0t E-!t Inte&v!e)s t$o ,$, an% ses !t to !.*&ove e.*lo'ee &etent!on. 07ployee Turno#er ? Retention: 8a&!staAs 0 &&ent &ate of E.*lo'ee T &nove& !s abo t 1> M. T$e 0o.*an' att&!b tes t$!s to t$e fa0t t$at so.e of t$e e.*lo'ees !n t$e 1IE## a,e ,&o *, loo+ at t$!s 6ob as a te.*o&a&' so &0e of !n0o.e, an% $ave no lon,Ete&. 0o..!t.ent to 8a&!sta. To !n0&ease e.*lo'ee &etent!on, 8a&!sta fo0 ses on t$e follo)!n, +e' as*e0ts= N /!,$t $!&!n, N /!,$t )o&+!n, env!&on.ent N G&!evan0e $an%l!n, an% &e%&essal.
o

#I

Se0t!on (= C%S0 ST.

331: Corporate +rofile

( *) C%12 C*1100 %(

It )as !n t$e ,ol%en so!l of C$!+.a,al & t$at a t&a%!t!onal fa.!l' o)ne% a fe) a0&es of 0offee estates, )$!0$ '!el%e% &!0$ 0offee beans. Soon A.al,a.ate% 8ean Coffee T&a%!n, Co.*an' L!.!te%, *o* la&l' +no)n as Coffee Da' )as fo&.e%. W!t$ a &!0$ 0offee ,&o)!n, t&a%!t!on s!n0e 1GF3 be$!n% !t 0o *le% )!t$ t$e o**o&t n!t' t$at a&ose )!t$ t$e %e&e, lat!on of t$e 0offee boa&% !n t$e ea&l' n!net!es, Coffee Da' be,an e-*o&t!n, 0offee to t$e 0onno!sse &s a0&oss USA, E &o*e 4 Ja*an. In t$e 0alen%a& 'ea& #>>>, Coffee Da' e-*o&te% .o&e t$an #F>>> tonnes of 0offee val e% at USP B> . to t$ese 0o nt&!es an%, fo& t$e se0on% t!.e !n !ts s$o&t 0a&ee& of F 'ea&s &eta!ne% t$e *os!t!on as t$e la&,est 0offee e-*o&te& of In%!a. Coffee ay $as a )!%e an% *&ofess!onal net)o&+ !n t$e .a6o& 0offee ,&o)!n, a&eas of t$e 0o nt&' 0o.*&!s!n, ove& 1G a,ents an% 3> 0olle0t!n, %e*ots. Coffee Da'Qs t)o 0 &!n, )o&+s at C$!+.a,al & an% Hassan 0 &e ove& F>,>>> tonnes of 0offee *e& ann ., t$e la&,est !n t$e 0o nt&'. Coffee ay $as a )ellEe< !**e% &oast!n, n!t 0ate&!n, to t$e s*e0!f!0 &e< !&e.ent of t$e 0ons .e&s. T$e *&o0ess !s 0a&&!e% o t n%e& t$e 0ont&ol of e-*e&!en0e% *e&sonnel to .eet $!,$est < al!t' stan%a&%s. T$e .ost .o%e&n te0$nolo,' ava!lable !s se% to .a!nta!n 0ons!sten0' an% &oast t$e 0offee beans to t$e %e.an%!n, s*e0!f!0at!ons of t$e %!s0e&n!n, 0offee 0ons .e&s.

(>

Coffee ay Co7prises of the follo:ing Su' Brands Coffee Da' E F&es$ 4 G&o n% Caf" Coffee Da' Coffee Da' R 2en%!n, Coffee Da' E S*&ess Coffee Da' R E-*o&ts Coffee Da' E Pe&fe0t Caf" Coffee Da' 0 &&entl' o)ns an% o*e&ates #1( 0afes !n all .a6o& 0!t!es !n In%!a. It !s a *a&t of In%!aQs la&,est 0offee 0on,lo.e&ate na.e% Coffee Da', /s. #>> 0&o&e ISO I>># 0e&t!f!e% 0o.*an'. Coffee Da'Qs .ost n!< e as*e0t !s t$at !t ,&o)s t$e 0offee !t se&ves. @ey 1eatures H P!onee&s of t$e Caf" Con0e*t !n In%!a )!t$ t$e !ts f!&st Caf" at 8&!,a%e /oa%, 8an,alo&e !n 1IIB. T$!s Caf" )as o*ene% as a C'be& Caf" Cf!&st of !ts +!n%D b t late&, )!t$ t$e b &st of 0'be& 0afes !t &eve&te% to !ts 0o&e 0o.*eten0'T. Coffee. H Essent!all' a 'o t$ o&!ente% b&an% )!t$ .a6o&!t' of !ts 0 sto.e&s fall!n, !n t$e 13E #I 'ea& a,e b&a0+et H Ea0$ 0af", %e*en%!n, *on !ts s!;e att&a0ts bet)een 1>> an% G>> 0 sto.e&s %a!l'. H It !s a *la0e )$e&e 0 sto.e&s 0o.e to &e6 venate t$e.selves an% be t$e.selves. H USP of t$e 8&an%= N Affo&%able P&!0e N Coffee R W!nne& of Plat!n ., Gol%, S!lve& an% 8&on;e .e%als at t$e In%!a 8a&!sta C$a.*!ons$!* #>>#

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250 200 150

213

Series1 100 50 1 0 14

1665 2,,1 2,,$ Ta'le 5: 9ro:th of Caf Coffee ay outlets 332: Mar"eting Mi& +roduct Mi&: Coffees 4 Teas /ot Coffee Es*&esso Es*&esso A.e&!0ano Ma00$!ato Ca** 0$!no Caf" Latte C$o0o0!nno Caf" Mo0$a I&!s$ Coffee International Coffee Colo.b!an J an 2al%e; Et$!o*!an 5a$)a$ ?en'an Safa&! Cold Coffee S)eet M!nt Col% S*a&+le 8&an%!e% 8anana T&o*!0al I0ebe&, I0e% Es+!.o /ef&es$!n, Alte&nat!ves 9ranitas 8loo% O&an,e Cool 8l e P!nea**le C& s$ E.e&al% I0e / b' S &*&!se Eatables Melting Mo7ents 8anana nA Waln t Ca+e 8anana C$o0olate Mo sse 8anana Ca&a.el *!e C$o0olate Do ,$n t Coo+!es Ma&ble Ca+e P!nea**le Geta C$o0olate Ca+e Ice Crea7s 2an!lla C$o0olate Seasons 8est >uic" Bites Sa.osa P ff P!;;a C&o!ssant F&en0$ F&!es ?at$! /oll W&a*s

S7oothies Man,o Cola%a St&a)be&&' Cola%a Cre7osas L!t0$! G!n,e& S*!0e P!na Cola%a

(#

8!&'an! San%)!0$es ? l0$a 8 &,e& Pasta Masala San%)!0$ Coffee %dd-ons Hone' Flavo &e% S'& *s /e% E'e W$!**e% C&ea. S0oo* *f I0e 0&ea. C$o0olate Sa 0e Teas Assa. Tea Masala C$a! Le.on @n I0e Tea ?as$.!&! 5a$)a$ A**le n C&anbe&&' !0e tea +roduct Sources: Coffee Da'Qs .ost n!< e as*e0t !s t$at !t ,&o)s t$e 0offee !t se&ves !n !ts 0afes. Coffee ay $as a )ellEe< !**e% &oast!n, n!t 0ate&!n, to t$e s*e0!f!0 &e< !&e.ent of t$e 0ons .e&s. T$e *&o0ess !s 0a&&!e% o t n%e& t$e 0ont&ol of e-*e&!en0e% *e&sonnel to .eet $!,$est < al!t' stan%a&%s. T$e .ost .o%e&n te0$nolo,' ava!lable !s se% to .a!nta!n 0ons!sten0' an% &oast t$e 0offee beans to t$e %e.an%!n, s*e0!f!0at!ons of t$e %!s0e&n!n, 0offee 0ons .e&s. T$e 0offee beans a&e s **l!e% to all t$e 0af"s f&o. C$!+.a,al &. T$e eata'les at Caf" Coffee Da' a&e 0ate&e% b' %!ffe&ent ven%o&s= e-a.*le= !0e 0&ea.s a&e 0ate&e% b' C&ea. 8ell, M!l+ b' A. l an% sa.osaAs b' Pats!e&s Galle&'. Caf" Coffee Da' also sells 7erchandise t$&o ,$ !ts sto&es. 3 *e& 0ent of t$e &even e 0o.es f&o. sale of .e&0$an%!se. Cool Refreshers F& !t J !0es M!ne&al Wate&

Ta'le -: Caf Coffee ay: +roduct <idth

>uality standards: ((

Caf" Coffee Da' $as a 0$e0+ on < al!t' all t$e t!.e an% !n seve&al as*e0ts. T$e o*e&at!onal !nE0$a&,e )!ll ,o a&o n% 0$e0+!n, b s!ness, &e0o&% +ee*!n,, se&v!0e an% 0$e0+ t$e fee%ba0+ fo&.s. T$e foo% !nE0$a&,e )!ll loo+ at t$e )a' foo% !s be!n, sto&e%, 0offee !s be!n, .a%e, )$at !s t$e t!.e ta+e to e-t&a0t t$e 0offee an% so on. Ma&+et!n, *e&son )!ll ,o abo t 0$e0+!n, %!s*la's, $o) t$e .e&0$an%!se a&e %!s*la'e% Ser#ing Si=e: T$e se&v!n, s!;e of a *&o% 0t !s a .eas &e, not onl' of < ant!t', b t also of val e fo& .one'. T$e ave&a,e se&v!n, s!;e fo& Caf" Coffee Da'As .a!n *&o% 0t 0ate,o&!es !s %eta!le% !n table=

+roduct Hot Coffee Col% Coffee S.oot$!es G&an!tas

Ser#ing Si=e #1> .l (3> .l (3> .l (3> .l

Ta'le 4: Caf Coffee ay - Ser#ing Si=e Merchandising: At Caf" Coffee Da' .e&0$an%!se sta&te% .o&e as a sent!.ental t$!n, t$an as a &even e st&ea.. T$e' )ante% to &e)a&% 0offee love&s an% t$e' sta&te% sell!n, . ,s. Peo*le )ante% to )ea& so.et$!n, t$at &e.!n%e% t$e. of t$e 0afe so t$e' %es!,ne% TEs$!&ts an% sol% t$o san%s of t$ose. 8 t soon !t $as be0o.e a se&!o s b s!ness. 3 *e& 0ent of t$e!& &even e 0o.es f&o. t$e .e&0$an%!s!n,. Caf" Coffee Da' sells va&!o s 'o n, an% t&en%' .e&0$an%!se t$&o ,$ !ts sto&es=

(1

Ca*s TES$!&ts 8a,s M ,s Coffee F!lte&s Coffee Po)%e&s Coffee M!nts Pens Ta'le 6: Caf Coffee ay - Merchandising +rocess: T$e o&%e& *&o0ess at Caf" Coffee Da' !s base% on selfEse&v!0e, )$e&e t$e 0 sto.e& ,oes to t$e 0o nte& to *la0e $!s o&%e&. W$e&eas t$e' $ave a fle-!ble %el!ve&' *&o0ess, )$e&e t$e' )a!t fo& so.e t!.e fo& t$e 0 sto.e& to *!0+ * t$e o&%e& b t !f t$e 0 sto.e& ta+es too lon, t$en t$e o&%e& !s %el!ve&e% on $!s table. +ositioning: Consu7er +rofile: /esea&0$ s$o)s t$at (FM of t$e 0 sto.e&s a&e bet)een #> an% #1'ea&s. #FM of t$e 0 sto.e&s a&e bet)een t$e a,e ,&o * of #3E#I 'ea&s. B>M of t$e 0 sto.e&s )$o v!s!t t$e 0af" a&e .ale an% 1>M a&e fe.ale. 3#M of 0 sto.e&s )$o v!s!t t$e 0afes a&e st %ents.

1GM of t$e 0 sto.e&s v!s!t t$e 0afes %a!l' )$!le anot$e& 11M v!s!t )ee+l'. Ea0$ 0af", %e*en%!n, *on !ts s!;e att&a0ts bet)een 3>> an% G>> 0 sto.e&s %a!l', .a!nl' bet)een 1*. an% F *.. C sto.e&s %es0&!be Caf" Coffee Da' as t$e *la0e t$e' f&e< ent .ost afte& 7$o.e an% )o&+*la0eL0olle,e:. It !s a *la0e )$e&e t$e' .eet f&!en%s an% 0ollea, es, !n ,&o *s of ( o& .o&e. T$e *&!0es $e&e a&e *e&0e!ve% to be &easonable an% !t !s a *la0e )$e&e 0 sto.e&s 0o.e to &e6 venate t$e.selves an% be t$e.selves &at$e& t$an a *la0e to be 7seen at: v!s a v!s ot$e& 0afes. (3

Brand I7age Caf" Coffee Da' !s a &e, la& .eet!n, *la0e fo& 13 to #I 'ea&s ol%, bot$ .ale an% fe.ale, )$o a&e )a!te% on b' f&!en%l' an% !nfo&.e% staff, an% a&e offe&e% t$e best .a%e 0offee, $ot o& 0ol%, beve&a,es an% foo% !n an !nv!,o&at!n, a.b!en0e. It !s &ban 'o n,ste&s favo&!te 7$an,o t:. Its 0 sto.e&s a&e .ostl' 'o n, 0olle,e st %ents an% 'o n, *&ofess!onals. It !s fo& t$ose )$o a&e young or young at heart. +roducts: Caf" Coffee Da' *&o% 0t .!- 0onst!t tes a )!%e &an,e of *&o% 0ts t$at a**eal *&!.a&!l' to In%!an 0offee an% sna0+ love&s. *&o% 0ts $ave a %e0!%e% In%!an taste to !t E be !t foo% o& 0offee3 Most of t$e eatables $ave been a%o*te% to .eet t$e In%!an taste b %s l!+e sa.osa, b!&'an!, .asala san%)!0$, t!++a san%)!0$ et0. T$ s t$e' $ave been t&'!n, to 0a*t &e t$e In%!an taste alon, )!t$ 0lass!0 0offee. T$e best sell!n, !te. !n s ..e& !s f&a**e, )$!0$ !s 0offee an% !0e 0&ea. blen%e% to,et$e&. T$e 'o n, *eo*le favo& !t. In )!nte& !t !s 0a** 00!no. T$e!& .e&0$an%!s!n, !n0l %es f n+' st ff l!+e tEs$!&ts, 0a*s et0. +rices: Cons!%e&!n, t$at Caf" Coffee Da' +no)s !ts .a6o& 0 sto.e& l!es !n t$e b&a0+et of 13E #I, !t $as t&!e% to %e&!ve a *ol!0' )$e&eb' !t 0an sat!sf' all !ts 0 sto.e&s. T$e *&!0e fo& a 0 * of 0offee &an,es f&o. /s.1F to /s.31. F&o. t$e t!.e !t f!&st sta&te% !ts o*e&at!ons, t$e&e $as been onl' .!no& 0$an,es !n t$e *&!0!n, *ol!0' of Caf" Coffee Da'. T$e 0$an,es $ave been .o&e % e to t$e ,ove&n.ent ta-es t$an an' t$!n, else.

(B

+eople: Peo*le at Caf" Coffee Da' bel!eve t$at People are hired for what they know but fired for how they behave. Mot!vat!on an% *e&sonal s+!ll a&e la!% e.*$as!;e *on. +hysical 0#idence= aA ;ogoB ColorsB I7ages: Caf" Coffee Da' $as se% b&!,$t &e% an% ,&een 0olo&s !n !ts lo,o. /ED stan%s fo& lea%e&s$!* an% v!tal!t'. It also stan%s fo& *ass!on CT fo& 0offeeD. T$e G/EEN st&o+e $a&+s ba0+ to t$e!& 0offee ,&o)!n, $e&!ta,e an% t$e 0offee *lantat!ons t$at t$e' o)n. Caf" !s not!0eabl' la&,e& t$an t$e &est of t$e te-t !ns!%e lo,o bo-. T$!s %enotes t$at Caf" Coffee Da' *!onee&e% 0af" 0on0e*t !n In%!a )a' ba0+ !n 1IIB. Caf" Coffee )o l% l!+e to o)n t$e )o&% 70af": !n t$e .!n%s of !ts 0 sto.e&s. iagra7 43 8 The Caf Coffee ay ;ogo W$en one t$!n+s of a 0af" !tAs ,ot to be Caf" Coffee Da'. T$e font se% fo& 7Caf": !s 0alle% SLU//O. T$e font loo+s as t$o ,$ t$e lette&s $ave 0on,eale% o t of a l!< !%. It ,!ves t$e !.*&ess!on t$at t$e )o&% !s st!ll fo&.!n, !tself an% evolv!n, !nto so.et$!n, ne) an% so.et$!n, bette& 0onstantl'. T$!s !s t$e 0$a&a0te&!st!0 of Caf" Coffee Da'As 0 sto.e&s an% t$!s !s t$e 0$a&a0te&!st!0 t$at t$e b&an% too )ants to a%o*t. T$e *)a&% SWI/L !ns!%e t$e lo,o bo- stan%s fo& t$e !nv!,o&at!n, an% *l!ft!n, nat &e of 0offee an% t$e a.b!en0e at Caf" Coffee Da'. t$e t$e Da'

(F

cor ? %rchitecture: Caf" Coffee Da' $a% ,one !n fo& !.a,e 0$an,e an% &eva.*!n, of !nte&!o&s !n t$e last < a&te& of #>>1. Caf" !nte&!o&s $ave been ,!ven a )$ole, ne) loo+. In a 0$an,e f&o. t$e la&,el' )oo% an% ,&an!te base% !nte&!o&s, t$e&e !s .o&e of steel an% lots .o&e 0olo & no). T$e 'o n, 0olo &s of to%a', ,&een, 'ello), o&an,e, an% * &*le *&e%o.!nate. iagra7 63 8 The Caf Coffee ay ecor ;iterature: T$e l!te&at &e *&ov!%e% b' Caf" Coffee Da' !s !n%!0at!ve of !ts 'o t$f l !.a,e. T$e .en s, *oste&s, *a.*$lets a&e all %es!,ne% to att&a0t 'o n, an% 'o n, at $ea&t. T$e' also $ave t$e!& .a,a;!ne 0alle% as @Caf" 8eatA, )$!0$ !s * bl!s$e% .ont$l' at t$e!& 8an,alo&e $ea% off!0e an% %!st&!b te% t$&o ,$o t t$e b&an0$es. ;ocations: Caf" Coffee Da' loo+s to 0ate& to t$e!& ta&,et .a&+et )!t$ st&ate,!0all' lo0ate% o tlets. T$e!& o tlets a&e ,ene&all' lo0ate% !n H!,$ St&eetL Fa.!l' Ente&ta!n.ent Cente&s. Cons!%e&!n, t$e!& ,ene&!0 a**eal, t$e&e a&e 8a&!sta o tlets lo0ate% !n an% a&o n% Malls, C!ne.as, Colle,es, Off!0es, et0. T$!s en%o&ses t$e!& b&an% !.a,e of a 0af" t$at a**eals to 0offee love&s of all a,es. l!.e

(G

+ro7otion: Caf" Coffee Da' %oes not bel!eve !n .ass .e%!a *&o.ot!ons. 8 t t$e' a&e !nvolve% !n all t$e a&eas of se&!o s 0ons .e& *ass!on. Through tele#ision: Caf" Coffee Da' $el% a 0ontest a&o n% a ve&' *o* la& *&o,&a..e on Uee En,l!s$ 0alle% ,riends. All t$e s!- lea% 0$a&a0te&s a&e s$o)n often v!s!t!n, a 0offee s$o* an% a lot of 'o t$ l!+e )at0$!n, t$e *&o,&a..e. T$at !s )$' t$e' $a% a 0ontest & nn!n, )$e&e 0 sto.e&s 0o l% )!n ,riendsQ .e&0$an%!se. T$e l!n+a,e )as t$at !t !s a 'o t$ base% *&o,&a..e an% !t $a% a 0offee $o se. T$e' $ave t!e% * )!t$ C$annel V2WQs Get Go&,eo s 0ontest. T$e &eason be!n, t$at a lot of t$e!& 'o n, 0ons .e&s a&e !nte&este% !n 0a&ee&s. Mo%el!n, !s a 0a&ee& t$at a lot of 'o n,ste&s a&e !nte&este% !n an% t$!s )as an e-0ellent *latfo&.. T$e' $ave also %one *&o.ot!on fo& H!sto&' C$annel, )$e&e t$e' $ave & n *&o.ot!on fo& Hollywood Heroes. T$e' $a% as+e% a fe) < est!on an% a l 0+' )!nne& )on a t&!* to Holl')oo%. Tic"et sales: Caf" Coffee Da' !s !nvolve% !n t!0+et sales !n < !te a fe) events, En&!< e be!n, one of t$e.. T$e' )e&e !nvolve% !n WWE, Elton Jo$n, an% 8&'an A%a.s t!0+et sales. T$ese a0ts a&e ve&' . 0$ a**&e0!ate% b' t$e!& 0ons .e&s. It $el*s bot$ t$e o&,an!;e&s as )ell as Caf" Coffee Da'. O&,an!;e&s nee% to tell *eo*le )$e&e t$e t!0+ets a&e ava!lable an% s!n,le Caf" Coffee Da' lo,o sa's !t all. F&o. Caf" Coffee Da'As *o!nt of v!e), t$e' al)a's as+ fo& a 0e&ta!n a.o nt of t!0+ets a&o n% )$!0$ t$e' $ave a 0ontest. Co *les 0an )!n t!0+et fo& f&ee. T$!s !n t &n &a!ses t$e a)a&eness level as 0afe staff a**&oa0$es t$e 0ons .e&s to !nfo&. t$e. abo t t$e 0ontest. T$e&e !s (I

not a bette& * bl!0!t' .e0$an!s. t$en t$e *e&son )$o !s se&v!n, 'o tell!n, 'o abo t t$e sa.e. Tie-ups: 8es!%es t$at Caf" Coffee Da' also t!e * lot of t$e 'o t$ b&an%s. T$e!& *&o.!se to t$e 0 sto.e& !s t$at a lot 0an $a**en ove& a 0offee. So eve&' t!.e t$e' t&' to ens &e so.et$!n, ,oo% $a**ens to t$e!& 0 sto.e&. So t$e' $ave a 0ontest ,o!n, on )!t$ Lev!s, anot$e& one )!t$ S0oot', L!&!l, latest one )!t$ A!&tel ,riends. Anot$e& *la0e.ent a&ea t$e' $ave !s )!t$ HDFC. HDFC )ante% to *&o.ote t$e!& %eb!t 0a&% an% t$e' 0$oose Caf" Coffee Da'. So #1 0afes $ave %eb!t 0a&% .a0$!nes. %ssociation :ith 7o#ies: Caf" Coffee Da' also %e0!%e% to st!0+ )!t$ t$e ne-t b!, t$!n, !.e. 8oll')oo%. Ea&l!e& a fe) .ov!es, )$ose ta&,et a %!en0e .at0$e% t$at of t$e 0ons .e&s at Cafe Coffee Da', sta&te% s$oot!n, a fe) s0enes !n t$e 0afe. So t$e' $a% a H!n%! .ov!e (as /un Hi an% a 0o *le of Tel , an% Ta.!l f!l.s )!t$ *&o.!nent Cafe Coffee Da' b&an% *la0e.ent. Late& t$e' too+ a 0ons0!o s %e0!s!on of be!n, seen !n 0e&ta!n .ov!es l!+e 0ha-ee an% #ain Hoon 1a. As part of this effort, the brand was placed smartly in two Bollywood vent res, the Amitabh Bachchan, Aishwarya !ai, "ive# $beroi starrer Kyun Ho Gaya Na, Sa%id &adiadwala's Salman (han, )riyan#a *hopra starrer Mujhse Shaadi Karoge, forthcomin+ movies li#e Salman (han starrer Lucky and Socha Na Tha.

1>

A lot of serials are shot in *afe *offee ,ay. !ecently, Kahaani Ghar Ghar Kii was shot. Sales +ro7otion: Caf" Coffee Da' ses s*e0!al @Caf" C!t!;en Ca&%A fo& &e)a&%!n, Caf" Coffee Da'As 0 sto.e&s. It !s a lo'alt' *&o,&a. to ,a!n ne) 0 sto.e&s an% &eta!n t$e e-!st!n, ones. T$e Caf" C!t!;ens Ca&% ent!tles .e.be&s to a 1>M %!s0o nt on all foo% an% beve&a,e b!lls. T$e .e.be&s also &e0e!ve s &*&!se ,!fts, alon, )!t$ s*e0!al offe&s an% !nv!tat!ons f&o. Caf" Coffee Da' f&o. t!.eE toE t!.e. iagra7 1,3 8 The Caf Citi=en Card istri'ution=
Distribution of outlets:

Eve&' Caf" Coffee Da' o tlet !s a *a&t of In%!aAs la&,est 0offee 0on,lo.e&ate na.e% Coffee Da'. S!n0e all t$e 0afes a&e o)ne% b' t$e 0o.*an', !t be0o.es eas!e& fo& t$e. 0on% 0t fee%ba0+ s &ve's l!+e %!*st!0+s et0. Coffee %a'As .ost n!< e as*e0t !s t$at !t ,&o)s t$e 0offee !t se&ves !n !ts 0afes. P!onee&s of t$e Caf" Con0e*t !n In%!a )!t$ t$e !ts f!&st Caf" at 8&!,a%e /oa%, 8an,alo&e !n 1IIB. T$!s Caf" )as o*ene% as a C'be& Caf" Cf!&st of !ts +!n%D b t late&, )!t$ t$e b &st of 0'be& 0afes !t &eve&te% to !ts 0o&e 0o.*eten0'T. Coffee. Caf" Coffee Da' 0 &&entl' o*e&ates #1( o tlets all ove& t$e 0o nt&'. T$e' $ave a .a&+et *&esen0e !n ove& 1I 0!t!es. Del$!, NC/ alone $as #1 o tlets, an% t$e n .be& of o tlets !n t$e a&ea !s !n0&eas!n, at a *$eno.enal *a0e. Ea0$ 0af", %e*en%!n, *on !ts s!;e att&a0ts bet)een 1>> an% G>> 0 sto.e&s %a!l'. 11

In a%%!t!on to t$at t$e' a&e also ,o!n, ab&oa%. T$e' )!ll o*en 3> o tlets ove&seas !n 1> 0!t!es. ;ocation: T$!s !s a *&!.e fa0to& !n %ete&.!n!n, t$e s 00ess of a &eta!l 0$a!n. Caf" Coffee Da' !s fo0 s!n, .a!nl' !n .alls an% .a!n .a&+ets. istri'ution of stoc": Coffee 8eans

C$!+.a,al &

8an,alo&e CSo t$ In%!aD CHea% D!st&!b to&D Lo0al Wa&e$o se

Ne) Del$! CNo&t$ In%!aD CHea% D!st&!b to&D Lo0al Wa&e$o se

O tlets

O tlets

O tlets

O tlets

O tlets

O tlets

Ta'le 1,: Caf Coffee ay - istri'ution T$e %!st&!b t!on of 0offee beans sta&t f&o. t$e!& &oast!n, *lant at 0$!+.a,al &. T$e 0offee beans a&e sent to t$e .a!n off!0es of no&t$ an% so t$ In%!a on .ont$l' bas!s. T$e o tlets 0onta0t t$e Hea% D!st&!b to&s on )ee+l' bas!s. As fa& as ot$e& eatables a&e 0on0e&ne%, t$e !nvento&' !s 0$e0+e% on %a!l' bas!s an% o&%e&s a&e *la0e% a00o&%!n, to t$e &e< !&e.ent. Caf" Coffee Da' ses !ts o)n sto&e ve$!0le Cs.all vanD fo& t&ans*o&tat!on nee%s.

1#

333 /u7an Resources W!t$ t$e boost !n t$e n .be& of t$e!& &eta!l o tlets, Caf" Coffee Da' $a% to 0on0ent&ate on t$e < al!t' an% < ant!t' of t$e!& $ .an &eso &0e !n o&%e& to .eet * )!t$ t$e set stan%a&%s. T$e' .a+e s &e t$at t$e e.*lo'ees all a0&oss t$e 0o nt&' a&e )ell t&a!ne% an% *&ov!%e 0ons!stent se&v!0es at eve&' o tlet. Recruit7ent ? Selection: It !s t$e *&o0ess of %!ffe&ent!at!n, bet)een a**l!0ants !n o&%e& to !%ent!f' t$ose )!t$ a ,&eate& l!+el!$oo% of s 00ess !n a 6ob. T$e &ole of sele0t!on !n an o&,an!;at!onAs effe0t!veness !s 0& 0!al fo& at least t)o &easons9 f!&st )o&+ *e&fo&.an0e %e*en%s on !n%!v!% als an% se0on% be0a se of t$e 0osts !n0 &&e% !n $!&!n, !n%!v!% als !s eno&.o s fo& an o&,an!;at!on. T$e best )a' to !.*&ove *e&fo&.an0e !s to $!&e t$e *eo*le )$o $ave t$e 0o.*eten0e an% t$e )!ll!n,ness to )o&+. A&, !n, f&o. t$e e.*lo'eeAs v!e)*o!nt *oo& o& !na**&o*&!ate 0$o!0e 0an be %e.o&al!;!n, to t$e !n%!v!% al 0on0e&ne% an% %e.ot!vat!n, fo& t$e &est of t$e )o&+fo&0e. T$e 0ost of sea&0$!n, an% t&a!n!n, !n%!v!% al .a' &an,e f&o. /s. #,3>,>>>.o& .o&e. Costs of )&on, sele0t!on a&e even ,&eate&. Sele0t!on !s a lon, *&o0ess 0o..en0!n, f&o. t$e *&el!.!na&' !nte&v!e) of t$e a**l!0ant an% en%!n, )!t$ t$e 0ont&a0t of e.*lo'.ent. T$e *&o0ess %!ffe&s a.on, o&,an!;at!ons an% bet)een t)o %!ffe&ent 6obs )!t$!n t$e sa.e o&,an!;at!on. Sele0t!on *&o0e% &e fo& sen!o& .ana,e&s !s lon,E%&a)n an% &!,o&o s b t on t$e ot$e& $an% fo& s$o* floo& )o&+e&s !t !s s!.*le an% s$o&t. 1(

ESTE/NAL EN2I/ONMENT INTE/NAL EN2IO/NMENT

/EJECTED APPLICATION

P/ELIMINA/O INTE/2IEW SELECTION TESTS EMPLOOEMENT INTE/2IEW /EFE/NCE AND 8AC?G/OUND ANALOSIS SELECTION DECISION PHOSICAL ESAMINATION JO8 OFFE/ EMPLOOMENT CONT/ACT E2ALUATION

Ta'le 11: Caf Coffee ay 8 Selection +rocess Caf" Coffee Da' !s e-*an%!n, at a *$eno.enal &ate. T$ s t$e nee% fo& &!,$t *eo*le, !n t$e &!,$t *la0e at &!,$t t!.e !s also !n0&eas!n,. In o&%e& to .eet t$e %e.an% fo& eff!0!ent an% effe0t!ve )o&+fo&0e, Caf" Coffee Da' $as a%o*te% t$e 0o&&e0t &e0& !t.ent an% sele0t!on *&o0e% &es. Sources of recruit7ent: Caf" Coffee Da' $as %!ffe&ent so &0es fo& &e0& !t.ent %e*en%!n, on t$e 6ob *&of!le !n %e.an%. Fo& Tea7 Me7'ers t$e so &0es a&e= In sto&e Poste&s

11

/efe&&als an% Wal+E !ns

Recruit7ent and selection process: Fo& *osts of tea. .e.be&s t$e follo)!n, &o n%s ta+e *la0e 1.Ps'0$o.et&!0 tests, 8e$av!o &al Intell!,en0e Test, Lo,!0al t$!n+!n, an% Co.*&e$ens!on Test. #. A**l!0at!on blan+. (. Pe&sonal Inte&v!e), O*e&at!ons Inte&v!e), /e,!onal Mana,e& Inte&v!e). Fo& %rea Manager= Recruit7ent and selection process: 1. Colle0t!on 4 &ev!e) of 0 &&!0 l . v!tae #. Pe&sonal !nte&v!e) )!t$ /e,!onal H/ Mana,e& (. Pe&sonal !nte&v!e) )!t$ GME H/. Training ? e#elop7ent: To ens &e 0ons!stent e.*lo'ee *e&fo&.an0e, t&a!n!n, an% %evelo*.ent *ol!0!es a&e ve&' !.*o&tantE even .o&e !n se&v!0e se0to& o&,an!;at!ons. Caf" Coffee Da' $as set 1# %a's &!,o&o s t&a!n!n, *&o0e% &e at t$e!& off!0e !n 8an,alo&e fo& all t$e ass!stant .ana,e&s. W$e&eas all t$e tea. .e.be&s n%e&,o a ( %a's t&a!n!n, at &es*e0t!ve $ea% off!0es !n No&t$ o& So t$ In%!a. 07ployee :or"ing hours: T$e )o&+!n, $o &s a&e s*l!t !nto 0onven!ent s$!fts s*&ea% ove& G=(> a. to 1>=(> *.. N!,$t %&o*s a&e *&ov!%e% fo& late even!n, s$!fts.

13

07ployee code of Conduct: Afte& s bstant!al effo&ts Caf" Coffee Da' $as been able to 0onve' to t$e!& staff Ct$e ones )$o se&ve foo%D t$at t$e' a&e %o!n, a 6ob an% a&e at *a& so0!all' )!t$ .an' 0ons .e&s. T$e!& att!t %e an% 0o.. n!0at!ons !s +e*t * to .a&+. Alon, )!t$ 0lean!n, t$e table )ell, t$e!& e.*lo'ees 0o.. n!0ate )!t$ t$e 0ons .e&s on one to one bas!s. It !s a 0 lt &al s$!ft9 !t !s a $ ,e &es*ons!b!l!t' as, !n In%!a 'o %o not loo+ at t$e *eo*le se&v!n, at 'o & table as 'o & *ee& T$e!& e.*lo'ees a&e l!+e f&!en% to t$e 0 sto.e& b t at t$e sa.e t!.e t$e' +no) abo t t$e !nte&nat!onal stan%a&%s of $',!ene an% 0leanl!ness an% *e&sonal ,&oo.!n,. +ro7otion +olicy: Caf" Coffee Da' *&efe&s *&o.ot!n, f&o. )!t$!n, &at$e& t$an e-te&nall'. +erfor7ance %ppraisal: Pe&fo&.an0e .ana,e.ent !s an !nte,&al *a&t of a 0o.*&e$ens!ve $ .an &eso &0e .ana,e.ent st&ate,'. Its ob6e0t!ve !s to 7a&i7i=e !n%!v!% alsQ *e&fo&.an0e an% *otent!al )!t$ a v!e) to atta!n!n, organi=ational goals an% en$an0!n, ove&all effe0t!veness an% *&o% 0t!v!t'. T$e !..e%!ate s *e&!o& 0a&&!es o t t$e *e&fo&.an0e a**&a!sal at Caf" Coffee Da' eve&' B .ont$s. 07ployee Turno#er ? Retention:

1B

Caf" Coffee Da'As 0 &&ent &ate of E.*lo'ee T &nove& !s abo t IM. T$e &eason be$!n% t$!s !s t$e *eo*le bet)een t$e a,e ,&o * of 1IE#1 )$o %o not see t$e!& 6ob as *e&.anent .eans of !n0o.e. T$e' a&e not 0o..!tte% to)a&%s t$e o&,an!;at!on.

Se0t!on 1= C.ST*M0R S.RC0(

!31 Sur#ey Methodology A s &ve' )as 0on% 0te%, 0ons!st!n, of a sa.*le of &an%o.l' sele0te% *eo*le, !n t$e a,e ,&o * of 1GE#3. T$!s s &ve' a!.s to f!n% o t $o) 8a&!sta an% Caf" Coffee Da'As ta&,et .a&+et, &ate t$e!& *&o% 0ts an% se&v!0es. A 0o*' of t$e 0 sto.e& s &ve' !s atta0$e% !n t$e Anne- &e. C$a&a0te&!st!0s of v!s!t= T$e &es*on%ents )e&e f!&st as+e% to %es0&!be t$e 0$a&a0te&!st!0s of a t'*!0al v!s!t to a 0offee s$o*. T$!s !n0l %es t$e!& 0$o!0e of 0offee s$o*, f&e< en0' of v!s!ts, t!.e 4 .one' s*ent on a s!n,le v!s!t, ave&a,e ,&o * s!;e an% !nfl ent!al fa0to&s affe0t!n, t$e!& 0$o!0e. Co.*a&at!ve /at!n,= T$e s &ve' also as+e% t$e 0 sto.e&s to &ate t$e follo)!n, *a&a.ete&s on a s0ale of 1E3 C1 be!n, t$e )o&st, 3 be!n, t$e bestD, fo& bot$ 8a&!sta an% Caf" Coffee Da'= 1. Taste 4 5 al!t' of *&o% 0ts. #. P&!0es of *&o% 0ts. (. O&%e&L Del!ve&' t!.e 4 O&%e&L Del!ve&' *&o0ess. 1. Pe&fo&.an0e of staff. 3. A.b!en0e. B. Ava!lab!l!t' of *&o% 0ts. 1F

F. 2al e fo& .one' of *&o% 0ts. G. Ove&all *e&fo&.an0e.

%)%;(SIS *1 T/0 S.RC0(

!32: Characteristics of #isit +reference of coffee shops:

Barista 5050**,

9raph 8 1 T$e G&a*$ R 1 s$o)s )$!0$ 0offee s$o* t$e &es*on%ents s all' *&efe&&e% to v!s!t. Alt$o ,$ t$!s !s not a t& e !n%!0ato& of .a&+et s$a&e, !t ,!ves s so.e !%ea o& t$e 0loseness !n )$!0$ bot$ 0o.*an!es o*e&ate. T$e' bot$ &e0e!ve% an e< al *&efe&en0e !n t$e s &ve', )!t$ 3>M of t$e &es*on%ents 0$oos!n, 8a&!sta an% t$e &e.a!n!n, 3>M 0$oos!n, Caf" Coffee Da', !n%!0at!n, t$e&e !s no 0lea& )!nne& !n te&.s of a0t al v!s!ts to t$e o tlets.

T$!s 0an be anal';e% !n &elat!on to t$e 0o.*a&at!ve &at!n, &es*on%ents ,!ve bot$ o tlets, to $el* s !%ent!f' )$!0$ a&eas bot$ t$e 0$a!ns a&e %o!n, )ell !n, )$e&e t$e' nee% to !.*&ove an% )$e&e t$e o**o&t n!t' fo& ,&o)t$ e-!sts.

1G

1reDuency of #isit:
&ot often 202.3 /omes a wee# 50-

2.3 /imes a month 30-

9raph 8 2 T$e G&a*$ E# !n%!0ates $o) often t$e &es*on%ents v!s!te% a 0offee s$o*. Cons!%e&!n, t$e a,eE ,&o * fo& t$e sa.*le, !tAs < !te ev!%ent t$at t$e' $ave eno ,$ f&ee t!.e to v!s!t 0af"s &e, la&l'. O t of t$ose s &ve'e%, 3>M sa!% t$e' v!s!te% a 0offee s$o* #E( t!.es a )ee+, an% (>M v!s!te% a 0offee s$o* #E( t!.es a .ont$. T$!s !s ,&eat o**o&t n!t' fo& 8a&!sta an% Caf" Coffee Da' to att&a0t &e, la&s )!t$ lo'alt' *&o,&a.s. Spending /a'its:
$ver 125 !s. 1025.05 !s. 50-

05.125 !s. 40-

9raph 8 3 T$e val es of G&a*$ E ( !ll st&ate $o) . 0$ .one' t$e &es*on%ents s all' s*en% at 0offee s$o*s. W$!le t$e .a6o&!t' of &es*on%ents s*ent bet)een /s. #3 4 /s. F3 on a

1I

s!n,le v!s!t to an o tlet, a $!,$ *e&0enta,e also s*ent bet)een /s. F3 4 /s. 1#3. An !.*o&tant *o!nt to note $e&e $o)eve& !s t$at a .a6o&!t' of t$e *eo*le )$o )e&e !n t$e /s. F3 4 /s. 1#3 b&a0+et )e&e 8a&!sta 0 sto.e&s. ;ength of Cisit:
$ver 2 ho rs 10-

112.1 ho r 40-

1.2 ho rs 50-

9raph 8 ! T$e s &ve' also as+e% t$e &es*on%ents $o) . 0$ t!.e t$e' )o l% s all' s*en% on a s!n,le v!s!t to a 0offee s$o*. T$e G&a*$ E 1 s$o)s t$at $alf of t$e. )o l% s*en% bet)een 1 $o & an% # $o &s, an% 1>M )o l% s*en% bet)een X $o & to 1 $o &. %#erage group si=e:
2ore than 5 people 20-

2 people 20-

3.5 people 30-

9raph 8 $ Anot$e& !.*o&tant fa0to& to 0ons!%e& !s t$e s!;e of t$e ,&o *s t$at ,o to t$ese 0af"s. T$!s )o l% $el* s !%ent!f' 0ons .e& *atte&ns, an% enable s to 0&eate 0 sto.e&E s*e0!f!0 *ol!0!es. T$e G&a*$ E 3 s$o)s t$at B>M of t$e &es*on%ents v!s!t 0af" !n ,&o *s of (E3 3>

*eo*le. T$!s )o l% !n%!0ate t$at t$e' a&e s all' a00o.*an!e% )!t$ 0o..on f&!en%s, )$o $ave s!.!la& tastes, an% b '!n, *atte&ns. T$e &e.a!n!n, 1>M e!t$e& )ent )!t$ onl' 1 *e&son, o& !n a ,&o * of .o&e t$an 3 *eo*le.

eciding 1actor:
"al e for money 20-

Ambience1 45perience 40-

/aste of coffee1 food 40-

9raph 8 5 W$en as+e% abo t t$e .ost !.*o&tant fa0to& t$at 0ont&!b te% to t$e!& 0$o!0e of 0offee 0af", an e< al n .be& C1>MD of &es*on%ents sele0te% t$e taste of 0offeeL foo% an% t$e a.b!en0eL e-*e&!en0e. Onl' #>M of t$e. 0$oose val e fo& .one' as t$e!& .ost !.*o&tant fa0to&. T$!s )o l% !n%!0ate a 0lea& s$!ft of 0ons .e& fo0 s f&o. *&!0e fa0to&s to se&v!0e fa0to&s. !33: Co7parati#e Rating Pa&a.ete& Taste ? >uality of +roducts T$e f!&st *a&a.ete& t$at &es*on%ents )e&e as+e% to &ate )as t$e taste an% t$e < al!t' of t$e *&o% 0ts ava!lable at bot$ 8a&!sta an% Caf" Coffee Da'. Essent!all' t$ese *&o% 0ts a&e Coffees, Ot$e& D&!n+s Cli-e 2ranitas! Cre3osas etcD, eatables an% %esse&ts. 8a&!sta Caf" Coffee Da'

31

F!n%!n, o t $o) 0 sto.e&s feel abo t t$e taste an% < al!t' of *&o% 0ts offe&e%, 0o l% $el* bot$ t$ese o&,an!;at!ons !.*&ove t$e!& s$a&e, b' a%a*t!n, an% !.*&ov!n, t$e!& *&o% 0ts.

T$!s *a&a.ete& !s also es*e0!all' !.*o&tant, be0a se 1>M of t$e sa.*le state% 4aste & 5uality of Coffee6 ,ood as t$e .ost !nfl ent!al fa0to& !n 0$oos!n, a 0offee 0af".

Coffees (.3L 3 1L3 iagra7 113 8 Co7parati#e Rating - Taste ? >uality of +ri7e +roducts3 S!n0e 0offee !s t$e *&!.a&' *&o% 0t se&ve% b' 0af"s, !t !s v!tal t$at t$e taste an% < al!t' stan%a&%s of t$e!& 0offee a&e * to t$e .a&+, be0a se !t %!&e0tl' affe0ts t$e 0af"s *e&fo&.an0e. 2a&!o s +!n%s of 0offee a&e ava!lable, an% a %eta!le% l!st 0an be fo n% !n t$e *&o% 0t .!- of bot$ 8a&!sta an% Caf" Coffee Da'. T$e Coffee at Caf" Coffee Da' see.s to $ave a sl!,$t e%,e ove& 8a&!sta. T$!s !s < !te an !.*o&tant fa0t, 0ons!%e&!n, Caf" Coffee Da' ses !ts o)n b&an% of Coffee beans, )$!le 8a&!sta ses a 0o.b!nat!on of !.*o&te% 0offee beans an% 0offee beans f&o. TATA Coffee. A la&,e 0$ n+ of 8a&!staAs 0osts a&e t!e% * )!t$ !.*o&t!n, Coffee 8eans an% &oast!n, t$e. ab&oa%. T$e!& *e&fo&.an0e !n t$!s a&ea %!%nAt l!ve to e-*e0tat!ons. So.e &es*on%ents $!,$l!,$te% t$e va&!et' of flavo&s Caf" Coffee Da' $as as an a%%e% a%vanta,e. *ther rin"s 3#

1L 3 iagra7 123 8 Co7parati#e Rating 8 *ther rin"s

(.3L 3

T$o ,$ .ost 0 sto.e&s v!s!t 0af" fo& 0offee, ot$e& %&!n+s l!+e G&an!tas, C&e.osas, s.oot$!es an% !0e teas a&e ve&' *o* la&. Caf"s nee% to fo0 s on *&ov!%!n, t$e &!,$t +!n% of %&!n+s !n t$e &!,$t taste an% )!t$ a 0e&ta!n level of < al!t'.

/at!n,s fo& t$e taste an% < al!t' of +ther 7rin-s !n%!0ate a .a&,!nal a%vanta,e fo& 8a&!sta ove& Caf" Coffee Da', )!t$ &at!n,s of 1L3 an% (.3L3 &es*e0t!vel'. Caf" Coffee Da' s$o l% loo+ at %!ffe&ent !%eas fo& !.*&ov!n, !n t$!s a&ea. A s!,n!f!0ant n .be& of &es*on%ents also s*e0!f!0all' e-*&esse% t$e!& *&efe&en0e fo& 8a&!staAs s3oothies, an% Caf" Coffee Da'As Cre3osas.

0ata'les (.3L 3 iagra7 133 8 Co7parati#e Rating - 0ata'les (.3L 3

Caf" 0 sto.e&s s all' $ave a l!,$t sna0+ o& s!%e o&%e& alon, )!t$ )$at t$e' a&e %&!n+!n,. T$!s *&ov!%es an o**o&t n!t' fo& 0af"s to offe& t$ese eatables at .a&,!nall' $!,$e& *&!0es, an% !n0&ease t$e!& &even e. In0&ease !n &even e t$o ,$, )o l% be seless !f t$e' offe&e% s bstan%a&% eatables, )$!0$ 0an often be 0a se% b' !neff!0!en0!es !n sto&a,e an% %!st&!b t!on, )$!0$ lea%s to eatables be0o.!n, stale. T$atAs )$' !t !s !.*o&tant fo& 0af"s to *&ov!%e $!,$ < al!t' foo%, )$!0$ allo)s t$e. to 0$a&,e a *&e.! .. /es*on%ents &ate% t$e eatables ava!lable at bot$ Caf"s e< all', t$!s !n s*!te of t$e fa0t t$at 8a&!sta ses Ta6 as t$e!& nat!onal 0ate&e&s, )$!le Caf" Coffee Da' $as *&!vate 0ate&e&s !n ea0$ 0!t'.

3(

Caf" Coffee Da' ,ot a *os!t!ve &at!n, )!t$ &es*e0t to t$e va&!et' of t$e!& eatables Ces*e0!all' t$e!& In%!an foo%D, alt$o ,$ t$e < al!t' )as often !n0ons!stent. W$!le, &es*on%ents %es0&!be% 8a&!staAs san%)!0$es as 7tasteless: an% 7so.et!.es stale:. Ove&all, 8a&!sta %!% not l!ve * to e-*e0tat!ons 0ons!%e&!n, t$e' se t$e Ta6 as t$e!& nat!onal 0ate&e&s, )$!le Caf" Coffee Da' *e&fo&.e% )ell !n s*!te of t$e!& see.!n, %!sa%vanta,e of not $av!n, a nat!onall' &e0o,n!;e% 0ate&e&.

esserts 1.3L 3 iagra7 1!3 8 Co7parati#e Rating - esserts (.3L 3

Desse&ts a&e anot$e& val able so &0e of &even e fo& a 0af". T$e bette& t$e taste an% t$e < al!t' of t$e %esse&ts, t$e $!,$e& t$e *&e.! . a 0af" 0an 0$a&,e. Desse&ts, l!+e eatables, $ave a ten%en0' to s*o!l < !0+l' !f not sto&e% o& %!st&!b te% *&o*e&l', so taste an% < al!t' !s of *a&a.o nt !.*o&tan0e. T$e Desse&ts 0ate,o&' s$o)s a $ ,e lea% fo& 8a&!sta ove& Caf" Coffee Da' R one ent!&e &at!n, *o!ntE an% t$!s !s )$e&e 8a&!staAs 0$o!0e of a s!n,le, $!,$ < al!t' nat!onal 0ate&e& *la's to t$e!& a%vanta,e. /es*on%ents ,ave 8a&!sta a nea&E *e&fe0t &at!n, C1.3L 3D be0a se of t$e!& e-0ellent stan%a&%s an% < al!t' of %esse&ts. Caf" Coffee Da' &e0e!ve% onl' an ave&a,e &at!n, of (.3L 3, an% t$!s !s one a&ea )$e&e t$e' nee% to &eall' 0on0ent&ate on, be0a se t$e' a&e la,,!n, fo& be$!n% 8a&!sta. *#erall

1L 3 31

(.3L 3

iagra7 1$3 8 Co7parati#e Rating 8 *#erall Taste ? >uality of +roducts Ove&all, 8a&!sta &e0e!ve% a $!,$e& &at!n, of 1L3, t$an+s al.ost ent!&el' % e to !ts 7esserts. Ot$e&)!se, bot$ 8a&!sta an% Caf" Coffee Da' *e&fo&.e% al.ost !%ent!0all'.

T$e 0lose& Caf" Coffee Da' ,ets to 8a&!sta !n t$e 7esserts *&o% 0ts a&ea, t$e $a&%e& !t )!ll be to %!ffe&ent!ate t$e t)o !n te&.s of taste a4 < al!t'. T$e e< al!t' of t$e!& *e&fo&.an0e !n t$e 0o&e *&o% 0t a&ea, )o l% t$en lea% to a la&,e& %!ffe&ent!at!on !n t$e!& *e&!*$e&als. +rices C sto.e&As *e&0e*t!on of *&!0es *la's a ve&' !.*o&tant &ole !n a se&v!0e se0to& !n% st&'. 8e0a se of t$e !ntan,!ble nat &e of a se&v!0e, *&!0es a&e often &e,a&%e% an a**&o-!.ate !n%!0ato&s of < al!t'. P&!0!n, *ol!0' affe0ts t$e 0af"s &even e %!&e0tl'. T$e $!,$e& t$e *&!0e, t$e la&,e& t$e *&of!t .a&,!ns, b t t$e lo)e& t$e *&!0e, t$e $!,$e& t$e .a&+et s$a&e. In a &eta!l 0af" 0$a!n t$o ,$, vol .es a&e )$at 0o ntE t$atAs )$' t$e .o&e 0o.*et!t!ve t$e *&!0e !s, t$e bette& fo& t$e f!&.. T$e s &ve' as+e% &es*on%ents to &ate t$e *&!0es of bot$ t$e 0af" 0$a!ns on a s0ale of 1E3, 1 be!n, .ost e-*ens!ve, an% 3 be!n, t$e 0$ea*est. T$!s )o l% %!&e0tl' !ll st&ate )$et$e& t$e 0 sto.e& *e&0e!ves *&!0e to be !ne-*ens!ve, affo&%able o& e-*ens!ve. Coffee (L 3 iagra7 153 8 Co7parati#e Rating -+ricing 1L 3

33

/es*on%ents &ate% Caf" Coffee Da'As 0offee *&!0es as $!,$l' !ne-*ens!ve, )!t$ a &at!n, of 1L 3, )$!le 8a&!sta ,ot an ave&a,e affo&%ab!l!t' of (L 3.

T$!s !s st&an,e t$o ,$, 0ons!%e&!n, t$e *&!0es of 0offee at 8a&!sta an% Caf" Coffee Da' a&e )!t$!n GM of ea0$ ot$e&, an% !n a lot of t$e 0ases, 8a&!staAs a0t al *&!0es )e&e lo)e& t$an Caf" Coffee Da'As. *ther rin"s (L 3 1L 3 iagra7 1-3 8 Co7parati#e Rating 8 *ther rin"s +ricing T$e &at!n,s fo& t$e *&!0es of +ther 7rin-s follo)e% an al.ost !%ent!0al *atte&n to t$e &at!n,s fo& Coffee. An% !n t$!s 0ase, all of 8a&!staAs +ther 7rin-s )e&e less e-*ens!ve t$an Caf" Coffee Da'As. /es*on%ents .a' not be a)a&e of t$!s, be0a se t$e' ,ave Caf" Coffee Da' an e-0ellent 1L 3, an% onl' an ave&a,e &at!n, of (L 3 to 8a&!sta. 0ata'les

#.3L 3 (.3L 3 iagra7 143 8 Co7parati#e Rating 8 0ata'les +ricing Alt$o ,$ t$e eatables *&ov!%e% at bot$ 0af"s a&e .ostl' %!ffe&ent, t$e *&!0es fo& t$e 0o..on eatables a&e a**&o-!.atel' t$e sa.e !n bot$ 0af"s. 8a&!sta &e0e!ve% anot$e& *oo& &at!n, of #.3L 3, a )$ole *o!nt be$!n% Caf" Coffee Da'As (.3L 3. A,a!n, !f t$e a0t al *&!0es a&e se%, t$e&e !s less t$an a 1>M %!ffe&en0e !n t$e ave&a,e *&!0es of eatables at bot$ 0af" 0$a!ns.

3B

esserts #.3L 3 iagra7 163 8 Co7parati#e Rating 8 esserts +ricing (.3L 3

In t$e 7esserts 0ate,o&', alt$o ,$ .ost of t$e *&o% 0ts )e&e .o&e e-*ens!ve at 8a&!sta, t$e&e !snAt as b!, a %!ffe&en0e as !s s$o)n !n t$e &at!n,s of t$e # 0af"s. /es*on%ents so.e$o) see. to st!ll *e&0e!ve 8a&!staAs *&!0es as $!,$e& t$an Caf" Coffee Da'As. *#erall (L 3 iagra7 2,3 8 Co7parati#e Rating 8 *#erall +ricing 1L 3

Ove&all, Caf" Coffee Da' $as %one )ell to l!ve * to !ts USP of be!n, an affo&%able b&an%. Al.ost all &es*on%ents *e&0e!ve% t$e!& *&!0es to be lo)e& t$an 8a&!staAs. 8a&!sta on t$e ot$e& $an%, alt$o ,$ t$e!& *&!0es a&e )!t$!n 1>M of Caf" Coffee Da'As, &e0e!ve% a ve&' *oo& &at!n,. T$!s !s st&an,e 0ons!%e&!n, t$at !n al.ost 3>M of t$e *&o% 0ts9 8a&!sta !s *&!0e% lo)e& t$an Caf" Coffee Da'. T$!s 0o l% onl' !n%!0ate t$at 0 sto.e&s a&e st!ll not a)a&e of t$e &e% 0t!on !n *&!0e, an% .a+e 0 sto.e&s a)a&e of t$e 0lose *&o-!.!t' of bot$ 0af"s *&!0es. eli#ery of +roduct T$e %el!ve&' of t$e *&o% 0t *la's a v!tal &ole !n !.*&ov!n, 0 sto.e& se&v!0e. Fa0to&s l!+e t$e t!.e ta+en to *la0eL %el!ve& an o&%e&, an% t$e *&o0ess of *la0!n, an% %el!ve&!n, an 3F

o&%e& 0ont&!b te to t$e 0 sto.e&As ove&all e-*e&!en0e. T$e sa.*le )as as+e% to &ate +rder 4i3e and 7elivery 4i3e on a s0ale of 1E3 C1 be!n, t$e slo)est an% 3 be!n, t$e < !0+estD, to $el* s %!s0ove& $o) . 0$ t!.e !s s all' ta+en to 0o.*lete %el!ve&' 0'0le.

/es*on%ents )e&e also as+e% to &ate t$e +rder Process an% 7elivery Process! on a s0ale of 1E3 C1 be!n, t$e .ost !n0onven!ent, an% 3 be!n, t$e .ost 0onven!entD, so t$at )e 0an n%e&stan% $o) . 0$ val e !s &eall' a%%e% to t$e se&v!0e, !n te&.s of 0onven!en0e. *rder Ti7e

(.3L 3 iagra7 213 8 Co7parati#e Rating 8 *rder Ti7e

1L 3

+rder 4i3e !s t$e t!.e ta+en f&o. )$en t$e 0 sto.e& )ants to *la0e an o&%e&, t!ll )$en t$e o&%e& *&o0ess !s 0o.*lete%. T$e o&%e& *&o0ess la&,el' affe0ts t$e o&%e& t!.e. Caf" Coffee Da' s0o&e% $!,$e& t$an 8a&!sta, )!t$ a &at!n, of 1L 3 to (.3L 3. So.e &es*on%ents att&!b te% Caf" Coffee Da'As faste& o&%e& t!.e to t$e fa0t t$at t$e' $a% .o&e staff on $an% t$an 8a&!sta C!n a 0af" of t$e sa.e ave&a,e s!;eD. eli#ery Ti7e 1L 3 iagra7 223 8 Co7parati#e Rating 8 eli#ery Ti7e (.3L 3

7elivery 4i3e !s t$e t!.e ta+en f&o. t$e *o!nt )$en t$e 0 sto.e& ,!ves t$e o&%e&, to )$en !t !s %el!ve&e% to t$e 0 sto.e&. It la&,el' %e*en%s on t$e *&e*a&at!on t!.eL *&o0ess an% t$e %el!ve&' *&o0ess, an% !s an !n%!0ato& of $o) lon, a 0 sto.e& . st s!t !%le nt!l $!s o&%e& !s &ea%' fo& 0ons .*t!on.

3G

8a&!sta s0o&e% .a&,!nall' $!,$e& $e&e, !n%!0at!n, t$at t$e!& o&%e&s, on0e ente&e% )e&e *&e*a&e% an% %el!ve&e% < !0+e& t$an Caf" Coffee Da'.

*rder +rocess

1L 3 iagra7 23 - Co7parati#e Rating 8 *rder +rocess

1L 3

+rder Process !s t$e se< en0e of a0t!ons ta+en b' a 0 sto.e& to *la0e an o&%e&. 8a&!sta an% Caf" Coffee Da'As o&%e& *&o0ess !s bas!0all' selfEse&v!0e. W$en t$e 0 sto.e& !s &ea%' to *la0e an o&%e&, $e ,oes to t$e 0o nte& an% tells t$e atten%ant )$at $e )ants. T$!s *&o0ess ea&ne% bot$ t$e 0af"s a nea&E *e&fe0t &at!n, of 1L 3. /es*on%ents l!+e% t$e fa0t t$at t$e' 0o l% ta+e t$e!& o)n t!.e, an% *la0e t$e!& o&%e& )$en t$e' fo n% !t 0onven!ent. eli#ery +rocess (.3L 3 iagra7 2!8 Co7parati#e Rating 8 eli#ery +rocess 1.3L 3

7elivery Process !s t$e *&o0ess of %el!ve&!n, t$e *&o% 0t to t$e 0 sto.e& on0e !t !s *&e*a&e% an% &ea%' fo& 0ons .*t!on. 8a&!staAs %el!ve&' *&o0ess !s a,a!n, selfEse&v!0e. W$en an o&%e& !s &ea%', t$e 8a&!sta atten%ant 0alls o t t$e 0 sto.e&s na.e an% t$e 0 sto.e& $as to ,o to t$e 0o nte& an% 0olle0t !t. 8a&!sta &e0e!ve% an above R ave&a,e &at!n, of (.3L 3. Alt$o ,$ none of t$e &es*on%ents fo n% t$e 8a&!sta %el!ve&' *&o0ess ve&' !n0onven!ent, so.e sa!% t$at t$e' )o l% $ave *&efe&&e% $av!n, t$e o&%e& %el!ve&e% to t$e!& table. 3I

Caf" Coffee Da'As %el!ve&' *&o0ess !nvolves a &esta &antE l!+e a**&oa0$. W$en t$e o&%e& !s &ea%', an% t$e 0 sto.e& $as not 0olle0te% !t f&o. t$e 0o nte&, a Caf" Coffee Da' atten%ant 0o.es to t$e 0 sto.e&sA table an% %el!ve&s t$e o&%e&. Caf" Coffee Da' &e0e!ve% an e-0ellent &at!n, of 1.3L 3 fo& t$!s *&o0ess. A lot of t$e &es*on%ents *&a!se% Caf" Coffee Da' fo& t$e!& %el!ve&' *&o0ess. *#erall 1L 3 1L 3 iagra7 2$3 8 Co7parati#e Rating 8 *#erall eli#ery Ove&all bot$ 8a&!sta an% Caf" Coffee Da' *e&fo&.e% e-0e*t!onall', ,ett!n, an ove&all &at!n, of 1L 3, !n%!0at!n, t$at t$e&e !snAt . 0$ %!ffe&en0e bet)een t$e t)o !n t$e ove&all %el!ve&' of t$e *&o% 0t. 8a&!sta s0o&e% $!,$e& t$an Caf" Coffee Da' !n +rder Process an% 7elivery 4i3e, )$!le Caf" Coffee Da' s0o&e% $!,$e& !n t$e +rder 4i3e an% 7elivery Process. It !s s!,n!f!0ant to note, t$at alt$o ,$ t$e 0onven!en0e of Caf" Coffee Da'As 7elivery Process )as &ate% $!,$e& t$an 8a&!staAs, 8a&!sta st!ll .ana,e% to $ave a bette& 7elivery 4i3e &at!n,. T$!s )o l% !n%!0ate t$at 8a&!staAs *&e*a&at!on t!.e 0o l% be s!,n!f!0antl' lo)e& t$an Caf" Coffee Da'As. 8a&!staAs +rder Process &e0e!ve% a nea&E*e&fe0t &at!n,, b t t$e!& O&%e& T!.e )asnAt as < !0+ as Caf" Coffee Da'As. /es*on%ents att&!b te% t$!s to t$e fa0t t$at t$e ave&a,e Caf" Coffee Da' o tlet $as .o&e atten%ants t$an a 8a&!sta of t$e sa.e s!;eE so t$e O&%e& T!.e !s s!,n!f!0antl' &e% 0e% be0a se t$e&e a&e .o&e atten%ants to 0ate& to t$e 0 sto.e&. Staff

B>

T$e staff at an' se&v!0e establ!s$.ent *la's a ve&' !.*o&tant &ole !n t$e *&o*e& f n0t!on!n, an% s 00ess of t$at establ!s$.ent. Es*e0!all' !n t$e &esta &ants an% 0af"s R t$e staff .a+es o& b&ea+s t$e *la0e. Fo& t$e * &*ose of t$!s st %', t$e sa.*le )as as+e% to &ate t$e staff at a 0af" on fo & 0o nts= (ehavior, #anners, Helpfulness an% $ervice.

T$!s )o l% $el* ,!ve s an !ns!,$t on $o) 0 sto.e&s feel abo t t$e!& !nte&a0t!ons )!t$ t$e staff of a 0af", an% $o) t$!s affe0ts t$e!& ove&all e-*e&!en0e. Beha#ior 1.3L 3 iagra7 253 8 Co7parati#e Rating 8 Beha#iour (.3L 3

T$e be$av!o& of t$e staff %!&e0tl' 0ont&!b tes to t$e 0 sto.e&As ove&all e-*e&!en0e. T$e!& a0t!ons, &ea0t!ons an% 0on% 0t )$!le !nte&a0t!n, )!t$ t$e 0 sto.e&s )!ll %!&e0tl' affe0t t$e level of 0 sto.e& sat!sfa0t!on. 8a&!sta &e0e!ve% an e-0ellent &at!n, of 1.3L 3, )$!0$ &efle0ts on t$e!& t&a!n!n, an% %evelo*.ent *&o,&a.. /es*on%ents also es*e0!all' $!,$l!,$te% t$e 8a&!sta staffAs nonE !nt& s!ve as a ,&eat < al!t' )$!0$ &eall' .a%e t$e!& e-*e&!en0e .o&e en6o'able. Caf" Coffee Da' &e0e!ve% an above ave&a,e &at!n, of (.3L 3, b t t$e' &eall' nee% to )o&+ on t$e!& staff be$av!o& !f t$e' $o*e to 0at0$ * to 8a&!sta. Manners 1.3L 3 iagra7 2-3 8 Co7parati#e Rating 8 Manners (.3L 3

Pe&$a*s t$e .ost !.*o&tant as*e0t of !nte&a0t!n, )!t$ 0 sto.e&s !s t$e )a' an e.*lo'ee s*ea+s to t$e.. H!s .anne&!s. an% et!< ette s$o l% be *ol!te an% 0o &teo s.

B1

8a&!sta a,a!n s0o&e% ve&' $!,$l' )!t$ t$e!& E.*lo'ees .anne&s, an% &es*on%ents )e&e ove&all e-t&e.el' $a**' )!t$ t$e *ol!teness an% 0o &tes' of 8a&!staAs staff.

Caf" Coffee Da' &e0e!ve% an aboveE ave&a,e &at!n, of (.3L 3 a,a!n, )$!0$ !n%!0ates t$at alt$o ,$ t$e!& t&a!n!n, an% %evelo*.ent *&o,&a.s .!,$t not be ba%, t$e' st!ll nee% to %o a lot of )o&+ to be at *a& )!t$ 8a&!sta. /elpfulness 1L 3 iagra7 243 8 Co7parati#e Rating 8 /elpfulness (.3L 3

T$e staff s$o l% be able to ass!st an% $el* 0 sto.e&s )!t$ t$e!& < e&!es an% nee%s. A l!ttle $el* o& ass!stan0e ,oes a lon, )a' !n !.*&ov!n, t$e 0 sto.e&As v!e) of t$e o&,an!;at!on. 8ot$ 8a&!sta an% Caf" Coffee Da' *e&fo&.e% < !te )ell, ea&n!n, &at!n,s of 1L3 an% (.3L3 &es*e0t!vel'. Ser#ice 1.3L 3 iagra7 263 8 Co7parati#e Rating 8 Ser#ice (.3L 3

A 0 sto.e&As v!s!t to a 0offee$o se %oesnAt en% )!t$ $!s * &0$ase of 0offee. He ,oes t$e&e fo& t$e se&v!0e t$e o&,an!;at!on *&ov!%es, an% t$!s se&v!0e !s *&ov!%e% %!&e0tl' b' t$e staff. 8a&!sta *e&fo&.e% e-0e*t!onall' )ell, )!t$ anot$e& e-0ellent 1.3L 3 &at!n,. Caf" Coffee Da' sta'e% at t$e aboveE ave&a,e level on0e a,a!n )!t$ onl' a (.3L 3. *#erall 1.3L 3 iagra7 3,3 8 Co7parati#e Rating 8 *#erall Ser#ice (.3L 3

B#

Ove&all, 8a&!sta $as a $ ,e lea% ove& Caf" Coffee Da' )$en !t 0o.es to t$e staff at t$e o tlets. 8a&!sta &e0e!ve% anot$e& fantast!0 &at!n, of 1.3L 3 ove&all, )$!le Caf" Coffee Da' 0o l% onl' .ana,e an aboveE ave&a,e (.3L 3.T$e staff at 8a&!sta *e&fo&.e% e-t&e.el' )ell !n te&.s of t$e!& (ehavior! #anners and $ervice. Caf" Coffee Da' 0anAt affo&% to let 8a&!sta o t*e&fo&. t$e. !n t$!s a&ea, be0a se !t *la's a v!tal &ole !n b !l%!n, an% %evelo*!n, t$e!& b&an%. %7'ience One of t$e .a!n 0$a&a0te&!st!0s of a se&v!0e !n intangibility. A .a6o& effe0t of !ntan,!b!l!t' !s t$at s!n0e t$e se&v!0e 0annot be seen o& to 0$e%, !t !s ve&' %!ff!0 lt 0o.. n!0at!n, !ts < al!t!es o& a%vanta,es to t$e 0 sto.e&s. T$!s also *oses a *&oble. !n 0&eat!n, a b&an% !.a,e fo& t$e o&,an!;at!on. Se&v!0e o&,an!;at!ons se *$'s!0al ev!%en0e to ove&0o.e t$ese $ &%les. P$'s!0al ev!%en0e !s bas!0all' an' so&t of tan,!ble t$at 0an be atta0$e% to t$e se&v!0e, l!+e t$e b !l%!n,, t$e 0olo&s, t$e f &n!t &e, et0. T$!s !s es*e0!all' t& e !n t$e $os*!tal!t' !n% st&', )$e&e a.b!en0e *la's a $ ,e &ole !n b !l%!n, t$e se&v!0e o&,an!;at!onAs b&an%E an% a%%!n, val e to !ts 0o&e *&o% 0t. Fo& t$!s &eason, &es*on%ents )e&e as+e% to &ate %3bience & 7cor! Colors and "ighting! Co3fort & ,eel an% +ther &ntertain3ent on a s0ale of 1E3, to see $o) 8a&!sta an% Caf" Coffee Da' se t$e!& *$'s!0al ev!%en0e to *&o.ote an% %evelo* t$e!& b&an%. Also, 0ons!%e&!n, t$at 1>M of t$e sa.*le state% %3bience6 &8perience as t$e %e0!%!n, fa0to& !n t$e!& 0$o!0e of a 0offee$o se, a lot of e.*$as!s nee%s to be *la0e% on t$!s as*e0t.

B(

1urniture ? ecor 3L 3 (.3L 3 iagra7 313 8 Co7parati#e Rating 8 1urniture ? ecor T$e ,urniture and 7cor of a 0afe 0ons!sts of eve&'t$!n, f&o. t$e 0$a!&s an% tables, to t$e *oste&s an% *a!nt!n,s on t$e )all. It !s *&obabl' t$e .!st !nfl ent!al fa0to& to affe0t 0 sto.e& *e&0e*t!on of t$e b&an%. T$e +!n% of f &n!t &e an% %"0o& &efle0ts on t$e +!n% of 0af" !t !s. 8a&!sta s0o&e% an nbel!evable &at!n, of a *e&fe0t 3L 3 fo& t$e!& f &n!t &e an% %"0o&. L!,$t )oo%en f!n!s$ 0$a!&s an% tables, a&t!st!0 *$oto,&a*$s on t$e )alls %e*!0t!n, t$e love fo& 0offee, )!%e sofas an% $!,$ stools all 0ont&!b te% to 8a&!staAs s 00ess. Caf" Coffee Da' on t$e ot$e& $an% &e0e!ve% anot$e& aboveE ave&a,e &at!n, (.3L 3. A lot of t$e &es*on%ents %!%nAt l!+e t$e fa0t t$at Caf" Coffee Da' $a% so .an' a%ve&t!se.ents an% *&o.ot!onal *oste&s ove& al.ost eve&'t$!n, !n t$e 0af". Ot$e& t$an t$at, t$e sa.*le .ostl' l!+e% t$e f &n!t &e at Caf" Coffee Da', alt$o ,$ so.e sa!% t$at !t *&o6e0te% a ve&' 0onf se% !.a,e of t$e 0af". Co7fort ? 1eel 1.3L 3 (.3L 3 iagra7 323 8 Co7parati#e Rating 8 Co7fort ? 1eel T$e Co3fort & ,eel of a 0af" *la' an !.*o&tant f n0t!onal &ole !n !.*&ov!n, 0 sto.e& se&v!0e. Ta+!n, !nto a00o nt, t$at B>M of t$e sa.*le v!s!ts a 0offee$o se fo& .o&e t$an 1 $o &, 0o.fo&t fo&.s an essent!al *a&t of t$e 0 sto.e& e-*e&!en0e. 8a&!sta *e&fo&.e% b&!ll!antl' )!t$ a 1.3L 3 &at!n,, an% Caf" Coffee Da' too %!% )ell )!t$ a (.3L 3 &at!n,. *ther 0ntertain7ent 1.3L 3 B1 (L 3

iagra7 333 8 Co7parati#e Rating 8 *ther 0ntertain7ent C sto.e&s 0o.e to a 0af" be0a se t$e' )ant to $ave a ,oo% t!.e )!t$ f&!en%s o& fa.!l'. Ot$e& fo&.s of ente&ta!n.ent at 0af"s a&e ve&' sef l fo& en&!0$!n, 0 sto.e& e-*e&!en0es an% !n0&eas!n, 0 sto.e& &etent!on. M s!0, T.2., ,a.es9 boo+s, et0 a&e *e&!*$e&al se&v!0es t$at a 0af" offe&s to !ts 0 sto.e&s. T$ese se&v!0es a%% to t$e ove&all a.b!en0e of t$e 0af". 8a&!sta $as a,a!n %one b&!ll!antl' !n t$!s a&ea, &e0e!v!n, a s *e&b &at!n, of 1.3L 3. 8a&!sta $as been able to s 00essf ll' a0$!eve t$!s be0a se t$e' *&ov!%e va&!o s fa0!l!t!es l!+e boa&% ,a.es an% , !ta&s to 0 sto.e&s fo& t$e!& en6o'.ent. Caf" Coffee Da' $as ta+en ste*s !n t$e &!,$t %!&e0t!on as )ell, !nstall!n, 5*9a3 6 +ebo-es at eve&' o tlet. 8 t bes!%es t$at, t$e' $ave not$!n, &eall' to s*ea+ of. T$!s !s )$' t$e' onl' &e0e!ve% an ave&a,e &at!n, of (L 3. T$e' s$o l% 0on0ent&ate .o&e !n t$!s a&ea, be0a se t$e&e !s *lent' of s0o*e fo& !.*&ove.ent. *#erall 1.3L 3 (.3L 3 iagra7 3!3 8 Co7parati#e Rating 8 *#erall %7'ience 8a&!sta 0o.*letel' o t%!% Caf" Coffee Da' !n t$!s se0t!on, a0$!ev!n, $!,$e& &at!n,s t$an Caf" Coffee Da' !n all 1 a&eas. 8a&!sta ea&ne% an ove&all 1.3L 3 )$!le Caf" Coffee Da' 0o l% onl' .ana,e (.3L 3.Alt$o ,$ Caf" Coffee Da' $a% an aboveE ave&a,e *e&fo&.an0e, t$e' 0annot affo&% to la, be$!n% 8a&!sta !n t$ese a&eas, es*e0!all' !n t$e!& ,urniture & 7cor and +ther &ntertain3ent. %#aila'ility T$e ava!lab!l!t' of *&o% 0ts !s essent!al to ens &e 0 sto.e& o&%e& f lf!ll.ent. If a 0 sto.e& %es!&es a *&o% 0t, !t s$o l% be .a%e ava!lable to $!. )$en an% )$e&e $e %es!&es B3

!t. Peo*le v!s!t 0af"s *&!.a&!l' be0a se t$e' se&ve 0offee an% eatables. T$ese a&e t$e!& bas!0 *&o% 0ts, )!t$o t )$!0$ t$e 0af" !tself )o l% 0ease to e-!st. T$atAs )$' !t !s essent!al fo& 0af"s to .a+e s &e t$e foo% an% %&!n+s t$e' $ave on t$e!& .en a&e ava!lable to 0 sto.e&s )$en t$e' *la0e t$e!& o&%e&.

Fo& t$e * &*ose of t$!s s &ve', &es*on%ents )e&e as+e% to &ate t$e ava!lab!l!t' of t$e 0offee, %&!n+s, eatablesL sna0+ an% %esse&ts of t$e!& 0$o!0e9 on a s0ale of 1E3 C1 !n%!0at!n, t$at t$e *&o% 0t !s neve& ava!lable, 3 !n%!0at!n, t$at t$e *&o% 0t !s al)a's ava!lableD. Coffee of choice 1.3L 3 1L 3 iagra7 3$3 8 Co7parati#e Rating 8 Coffee of Choice Ma+!n, t$e 0offee of 0$o!0e ava!lable to t$e 0 sto.e& *oses a %!ffe&ent so&t of *&oble. to 0af"s. W$!le a *la!n bla0+ 0offee o& .!l+E base% 0offee !s al)a's ava!lable, t$e flavo&e% 0offees, )$!0$ a&e not o&%e&e% ve&' often, .a' be nava!lable % e to !ns ff!0!ent s **l' 0a se% b' va&!e% %e.an%. Cons!%e&!n, 0offee !s t$e!& 0o&e *&o% 0t, bot$ 0af"s *e&fo&.e% e-0e*t!onall' )ell. 8a&!sta )as .a&,!nall' a$ea% of Caf" Coffee Da', )!t$ &at!n,s of 1.3L 3 an% 1L 3 &es*e0t!vel'. rin"s of choice 1L 3 1L 3 iagra7 353 8 Co7parati#e Rating 8 rin"s *f choice T$e ot$e& %&!n+s ava!lable at 0af"s l!+e 0ool %&!n+s, 0ol% 0offees an% !0e teas9 %e*en% a lot on va&!o s a&t!f!0!al an% f& !t base% flavo&sL s'& *s. T$ese .!,$t not be ava!lable to t$e

BB

0af" % e to seasonal fa0to&s o& s **l' fa0to&s. T$e ava!lab!l!t' of t$e 0af" to ove&0o.e t$ese fa0to&s )o l% %!&e0tl' &efle0t on t$e!& &at!n,.

8ot$ 0af"s on0e a,a!n, *e&fo&.e% b&!ll!antl', )!t$ &at!n,s of 1L 3 ea0$. T$!s s$o)s t$at bot$ 8a&!sta an% Caf" Coffee Da' .a+e s &e t$at t$e va&!o s %&!n+s t$e' offe& a&e al.ost al)a's ava!lable to 0 sto.e&, %es*!te t$e obv!o s *&oble.s. 0ata'les of Choice (.3L 3 1L 3 iagra7 3-3 8 Co7parati#e Rating 8 0ata'les of Choice Eatables at 0af"s *&ov!%e a . 0$ .o&e obv!o s *&oble.. T$e' 0annot be sto&e% fo& ve&' lon,, an% be0a se of t$at, s **l' . st be s$o&t an% f&e< ent, often 0a s!n, %e.an%E s **l' ,a*s. 8a&!sta *e&fo&.e% aboveE ave&a,e )!t$ a (.3L 3 &at!n,, an% so.e &es*on%ents 0o.*la!ne% t$at a lot of t$e eatables )e&e often stale o& nava!lable. Caf" Coffee Da' on t$e ot$e& $an%, %!% ve&' )ell. T$e eatables t$e' offe& a&e al.ost al)a's ava!lable, an% t$e' ea&ne% an e-0ellent &at!n, of 1L3. esserts of Choice 1L 3 1L 3 iagra7 343 8 Co7parati#e Rating 8 esserts *f Choice T$e %esse&ts *ose t$e sa.e *&oble. to a 0af" as t$e eatables, b t t$e %e.an% fo& t$e. !s s all' $!,$e&. T$e %esse&ts a&e also a la&,e so &0e of &even e, be0a se t$e'A&e s all' a00o.*an!e% b' a $!,$ *&of!t .a&,!n. 8a&!sta an% Caf" Coffee Da' *e&fo&.e% at *a&, bot$ ea&n!n, an e-0ellent 1L 3 &at!n,.

BF

*#erall 1L 3 1L 3 iagra7 363 8 Co7parati#e Rating 8 *#erall %#aila'ility Ove&all, bot$ 8a&!sta an% Caf" Coffee Da' *e&fo&.e% ve&' )ell !n t$!s se0t!on, )!t$ a &at!n, of 1L 3 ea0$. T$!s s$o)s t$at bot$ 0$a!ns a&e %o!n, )ell to .a+e ens &e t$at t$e!& *&o% 0ts a&e ava!lable to 0 sto.e&s at all t$e!& o tlets.

Calue for Money C sto.e&s al)a's ta+e !nto 0ons!%e&at!on # fa0to&s )$!le * &0$as!n, a *&o% 0t. T$e *&!0e of t$e *&o% 0t, an% t$e < al!t'L < ant!t' val e of t$e *&o% 0t. Hav!n, a lo)E *&!0e%, lo) val e *&o% 0t o& a $!,$E *&!0e%, $!,$E val e *&o% 0t !s often %!ff!0 lt to .a&+et o& sell. W$at 0 sto.e&s lt!.atel' loo+ fo& !s val e fo& .one'. In 0af"s es*e0!all', se&v!n, *&o% 0ts at t$e &!,$t *&!0e !n t$e &!,$t < al!t'L < ant!t' !s e-t&e.el' !.*o&tant. C sto.e&s s$o l% feel t$at t$e!& *a'!n, t$e lo)est *&!0e *oss!ble fo& t$e < al!t' an% < ant!t' of t$e *&o% 0t t$e' &e0e!ve. T$!s &at!n, )o l% &efle0t on t$e &elat!ons$!* bet)een t$e *&!0e of t$e *&o% 0t, t$e taste 4 < al!t' an% t$e se&v!n, s!;e. S!n0e t$e fo & bas!0 *&o% 0ts 0af"s offe& a&e *&!0e% %!ffe&entl', )!t$ %!ffe&ent < al!t' an% < ant!t' val es, t$e val e fo& .one' fo& ea0$ s$o l% be &ate% se*a&atel'. Coffee (.3L 3 1L 3 iagra7 !,3 8 Co7parati#e Rating 8 Calue for 7oney-Coffee T$e val e fo& .one' fo& 0offee !s *&obabl' t$e .ost !.*o&tant fa0to&, s!n0e 0 sto.e&s v!s!t 0af"s *&!.a&!l' to %&!n+ 0offee. 8a&!sta &e0e!ve% an ave&a,e (.3L 3, )$!0$ !s *&obabl' a &es lt of t$e lo)e& &at!n,s t$e' &e0e!ve% !n t$e 4aste & 5uality an% Prices of Coffee. BG

Caf" Coffee Da' on t$e ot$e& $an% &e0e!ve% a ve&' ,oo% 1L 3 &at!n,, *&obabl' as a %!&e0t &es lt of $av!n, a bette& 4aste & 5uality an% Prices &at!n,. *ther rin"s (L 3 (.3L 3 iagra7 !13 8 Co7parati#e Rating 8 Calue for 7oney-Coffee C sto.e&s %&!n+ t$e +ther 7rin-s ava!lable at Caf" Coffee Da's as alte&nat!ves to 0offee, an% s!n0e t$ese %&!n+s a&e s all' *&!0e% bet)een /s. (> R /s. 1>, *&ov!%!n, ,oo% val e fo& .one' !s essent!al. 8a&!sta &e0e!ve% onl' an ave&a,e (L 3, )$!le Caf" Coffee Da' 0o l% onl' %o .a&,!nall' bette& )!t$ a (.3L 3 &at!n,. T$!s !s &efle0t!ve of t$e 0 sto.e&As *e&0e*t!on of *&!0es an% of se&v!n, s!;e, be0a se 8a&!sta &e0e!ve% a $!,$e& &at!n, !n t$e 4aste & 5uality b t Caf" Coffee Da' &e0e!ve% a bette& Price &at!n,. It see.s t$at t$e *&!0es an%L o& t$e se&v!n, s!;e of t$e ot$e& %&!n+s $a% an effe0t on t$e &es*on%ents &at!n,. 0ata'les (L 3 (.3L 3 iagra7 !23 8 Co7parati#e Rating 8 Calue for 7oney - 0ata'les W$!le &at!n, t$e :alue for #oney of &atables, &es*on%ents ,ave 8a&!sta a (L 3 an% Caf" Coffee Da' a (.3L 3. T$!s .a&,!nal a%vanta,e fo& Caf" Coffee Da' !s e!t$e& % e to t$e!& se&v!n, s!;e, o& t$e!& *&!0e, be0a se )$!le &at!n, t$e 4aste & 5uality bot$ 8a&!sta an% Caf" Coffee Da' &e0e!ve% t$e sa.e &at!n, fo& Eatables. esserts (.3L 3 (L 3 iagra7 !33 8 Co7parati#e Rating 8 Calue for 7oney - esserts C sto.e&s ,ene&all' %e.an% t$at 7esserts *&ov!%e $!,$ val e fo&. .one'. T$!s !s be0a se t$e'A&e )!ll!n, to *a' a $!,$ *&!0e an% t$e' e-*e0t e-0ellent taste, < al!t' an% BI

< ant!t'. P&esentat!on also *la's a +e' *s'0$olo,!0al &ole $e&e. T$e Desse&ts 0ate,o&' !s t$e onl' one )$e&e Caf" Coffee Da' 0o l% not %o bette& t$an 8a&!sta. 8a&!sta &e0e!ve% a (.3L 3 an% Caf" Coffee Da' &e0e!ve% a (L 3.8a&!sta $a% a 1 *o!nt a%vanta,e )$en !t 0a.e to t$e 4aste & 5uality of %esse&ts. T$!s !n%!0ates 8a&!sta 0 &&entl' %o.!nates t$at %esse&ts 0ate,o&'.

*#erall (L 3 (.3L 3 iagra7 !!3 8 Co7parati#e Rating 8 *#erall Calue for 7oney Caf" Coffee Da' $as a .a&,!nal e%,e ove& 8a&!sta, )$en !t 0o.es to :alue for #oney. T$e' e%,e% o t 8a&!sta on ( *a&a.ete&s o t of 1.In t$e 0ase of 0offee, Caf" Coffee Da' $a% a 4aste & 5uality a%vanta,e9 !n t$e 0ase of +ther 7rin-s an% &atables, Caf" Coffee Da' $a% a *&!0e a%vanta,e9 an% !n t$e 0ase of 7esserts, 8a&!sta $a% a $ ,e 4aste & 5uality a%vanta,e. *#erall Ser#ices T$e f!nal *a&t of t$e s &ve' as+e% &es*on%ents to 0o.*a&at!vel' &ate t$e ( .a!n as*e0ts of a 0af", !.e. t$e Products, t$e People an% t$e %3bience. T$e' )e&e also as+e% to *&ov!%e an +verall ating 6 %,!n, t$e *e&fo&.an0e of 8a&!sta an% Caf" Coffee Da'. It !s !.*o&tant to n%e&stan% $o) 0 sto.e&s v!e) t$e ( .a!n as*e0ts as a )$ole, be0a se !t $!,$l!,$ts a 0af"s *e&fo&.an0e !n a 0e&ta!n a&ea. T$e &es lts of t$e +verall ating a&e

F>

also !.*o&tant be0a se !t !n%!0ates ove&all, $o) a 0 sto.e& &ates bot$ t$e 0af" of $!s *&efe&en0e, an% t$e ot$e& 0af". +roducts 1L 3 (.3L 3 iagra7 !$3 8 Co7parati#e Rating 8 *#erall Ser#ices - +roducts T$e ove&all &at!n,s of *&o% 0ts ava!lable at t$ese t)o 0af"s a&e !n%!0at!ve of not onl' t$e 4aste & 5uality, b t also t$e t'*e, < ant!t', va&!et', *&esentat!on an% *a0+a,!n, of t$ese *&o% 0ts. 8a&!sta ea&ne% a ve&' ,oo% &at!n, of 1L 3, )!t$ a .a&,!nal a%vanta,e ove& Caf" Coffee Da'As (.3L 3. T$!s !n%!0ates t$at alt$o ,$ Caf" Coffee Da' ,ot bette& &at!n,s of 4aste & 5uality! 8a&!sta .ana,e% a bette& ove&all &at!n,. One 0o..on 0o..ent .a%e b' .ost of t$e sa.*le )as, t$at 8a&!sta nee%s to !.*&ove !ts *&o% 0t va&!et', )$!le Caf" Coffee Da' nee%s to !.*&ove !ts *a0+a,!n, an% *&esentat!on. +eople 1L 3 (.3L 3 iagra7 !53 8 Co7parati#e Rating 8 *#erall Ser#ices 8 +eople Peo*le a&e often 0alle% t$e .ost !.*o&tant *a&t of a se&v!0e se0to& o&,an!;at!on. In t$e 0ase of 0af"s, t$e *eo*le a0t all' )o&+!n, at t$e 0af" )$o %!&e0tl' !nte&a0t )!t$ t$e 0 sto.e& !nfl en0e t$e 0 sto.e&As *e&0e*t!on of t$e 0af" an% t$e se&v!0e t$e' *&ov!%e. It !s t$e&efo&e !.*o&tant, es*e0!all' !n nat!onal &eta!l 0af" 0$a!ns t$at e.*lo' ove& 1,>>> e.*lo'ees, t$at t$e!& staff !s *&o*e&l' t&a!ne% an% )ell be$ave%. Ta+!n, all t$at !nto 0ons!%e&at!on, 8a&!sta $as %one a ve&' ,oo% 6ob )!t$ !ts staff, ea&n!n, an e-0ellent 1L 3 &at!n, f&o. &es*on%ents. Caf" Coffee Da' $o)eve& )as not * to t$e .a&+, an% &e0e!ve% an ave&a,e (.3L 3 &at!n,.

F1

%7'ience 1.3L 3 (.3L 3 iagra7 !-3 8 Co7parati#e Rating 8 *#erall Ser#ices 8 %7'ience W$en &es*on%ents )e&e as+e% to &ate !n%!v!% al *a&a.ete&s of %3bience! t$e' ,ave 8a&!sta an es*e0!all' $!,$ &at!n, )$!le Caf" Coffee Da' 0o l% onl' .ana,e an ave&a,e &at!n,. ItAs t$e sa.e 0ase )$en !t 0o.es to &at!n, t$e ove&all %3bience. 8a&!sta $as a $ ,e lea% of 1 )$ole &at!n, *o!nt, an% Caf" Coffee Da' nee%s to )o&+ &eall' $a&% to 0at0$ * to 8a&!sta. *#erall Rating 1.3L 3 (.3L 3 iagra7 !43 8 Co7parati#e Rating 8 *#erall Ser#ices Rating T$e ove&all ve&%!0t !s !n. 8a&!sta ,ot a nea&E *e&fe0t ave&a,e ove&all &at!n, of 1.3L 3, )$!le Caf" Coffee Da' )as la,,!n, a )$ole *o!nt be$!n%. T$!s !n s*!te of t$e fa0t t$at 3>M of t$e &es*on%ents 0$ose Caf" Coffee Da' as t$e!& 0af" of 0$o!0e. T$!s s$o)s t$at bot$ 8a&!sta an% Caf" Coffee Da' $ave t$e *otent!al fo& la&,e& ,&o)t$. 8a&!sta, be0a se even t$o ,$ t$e' a&e 1 )$ole *o!nt a$ea% of Caf" Coffee Da', !t %oes not &efle0t !n t$e!& .a&+et s$a&e. An% Caf" Coffee Da', %es*!te ,ett!n, onl' an ave&a,e &at!n, 0o..an%s a lot of .a&+et s$a&e, so !f t$e' t!l!;e t$e!& n se% *otent!al, an% 0at0$ * !n +e' &es lt a&eas, t$e' )!ll be able to .at0$ 8a&!sta !n eve&' fa0et.

F#

Se0t!on 3= C*)C;.SI*)
$31 %reas of 0&cellence 8ot$ 0af"s $ave 0e&ta!n a&eas )$e&e t$e' $ave been 0ons!stentl' *e&fo&.!n, )ell. T$ese a&e essent!all' t$e st&en,t$s of t$e b&an%, an% 8a&!sta 4 Caf" Coffee Da' nee% to 0a*!tal!;e on t$ese st&en,t$s to !n0&ease t$e!& .a&+et s$a&e an% b&an% lo'alt'. T$e .a!n a&eas of e-0ellen0e, base% on t$e Case $tudies & #ar-et $urvey, $ave been !%ent!f!e% as follo)s= Barista 13 Strong Brand I7age: 8a&!sta $as a st&on, an% 0lea& b&an% !.a,e. T$e!& 0 sto.e&s 0an eas!l' !%ent!f' an% &elate to t$e 8a&!sta b&an%. T$!s $el*s !n0&ease an% .a!nta!n b&an% lo'alt'. 23 0&cellent /u7an Resource: A00o&%!n, to t$e s &ve', 8a&!sta &e0e!ve% an e-0ellent &at!n, fo& t$e se&v!0e an% be$av!o& of t$e!& staff. T$!s !s a $ ,e a%vanta,e, es*e0!all' !n a se&v!0e o&,an!;at!on. 8a&!sta . st st&!ve to +ee* t$!s a%vanta,e. 33 %7'ience ? cor: Anot$e& s!,n!f!0ant a&ea of e-0ellen0e !s t$e +!n% of a.b!en0e an% %"0o& 8a&!sta 0af"s $ave. /es*on%ents to t$e s &ve', !n0l %!n, )$ose )$o 0$ose Caf" Coffee F(

Da' as t$e!& 0$o!0e of 0af", ,ave 8a&!sta a nea& *e&fe0t &at!n, fo& t$e!& A.b!en0e 4 D"0o&. 1. Strong 'ase for e&pansion ? gro:th: 8a&!sta $ave )o&+e% $a&% on $e!& b&an% !.a,e an% $ .an &eso &0es, an% $ave a st&on, base fo& f t &e e-*ans!on an% ,&o)t$E )$et$e& nat!onall' o& !nte&nat!onall'. Caf Coffee ay 13 /ighly rated Taste ? >uality of products: Caf" Coffee Da' ,ot a $!,$ &at!n, !n t$e .a&+et s &ve', fo& t$e Taste 4 5 al!t' of t$e!& *&o% 0ts. If t$e' )o&+ on t$!s as*e0t, t$e&e !s $ ,e *otent!al fo& t$e. to att&a0t 0 sto.e&s, 6 st base% on t$e taste an% < al!t' of *&o% 0ts. T$!s !s also $el*e% b' t$e fa0t t$at t$e' ,&o) t$e!& o)n 0offee beans, an% t$!s *&ov!%es an !.*o&tant base fo& f t &e e-*ans!on an% ,&o)t$. Caf" Coffee Da' even )on t$e 78a&!sta CoffeeE Ma+!n, C$a.*!ons$!*: fo& t$e (est Coffee. #. Calue for 7oney proposition: Caf" Coffee Da' !s *&o6e0te% as an 7affo&%able: b&an%. T$!s st&ate,' $as )o&+e% e-t&e.el' )ell so fa&, an% Caf" Coffee Da' ,ot a $!,$ &at!n,, bot$ fo& t$e!& *&!0es an% fo& t$e!& val e fo& .one', !n t$e .a&+et s &ve'. 33 Strong youth orientation: T$e Caf" Coffee Da' b&an% !s, an% al)a's $as been, e-t&e.el' 'o t$E o&!ente%. In a 0o nt&' )$e&e ove& 1>M of t$e *o* lat!on !s n%e& t$e a,e of #>, t$e&e !s $ ,e *otent!al fo& Caf" Coffee Da' to be0o.e one of t$e 0o nt&'As la&,est 'o t$ b&an%s. T$e nta**e% .a&+et s$a&e an% *otent!al fo& ,&o)t$ !s eno&.o s.

F1

$32 %reas )eeding I7pro#e7ent 8ot$ 8a&!sta an% Caf" Coffee Da' $ave n%e& *e&fo&.e% o& not l!ve% * to *otent!al !n 0e&ta!n a&eas. T$e a&eas a&e )ea+nesses, )$!0$ nee% to be !.*&ove% *on, as t$at bot$ 0an el!.!nate an' %!sa%vanta,e t$at .a' $ave, an% !.*&ove 0 sto.e& sat!sfa0t!on. T$e .a!l a&eas nee%!n, !.*&ove.ent, base% on t$e Case $tudies & #ar-et $urvey! $ave been !%ent!f!e% as follo)s= Barista 13 %#erage taste ? Duality of products: A00o&%!n, to t$e .a&+et s &ve', ot$e& t$an t$e!& 7essert! 8a&!sta ,ot onl' an ave&a,e &at!n, fo& t$e taste 4 < al!t' of t$e!& *&o% 0ts. Cons!%e&!n, t$e!& st&on, b&an% !.a,e of be!n, t$e 0offeeE love&As t&a%!t!onal 0af", t$e' $ave not *e&fo&.e% * to e-*e0tat!ons !n t$!s a&ea. 23 +ercei#ed as an e&pensi#e 'rand: C sto.e& *e&0e*t!ons of 8a&!staAs *&!0es an% val e fo& .one' a&e < !te ne,at!ve. Even t$o ,$ t$e *&!0es of 8a&!sta an% Caf" Coffee Da' a&e al.ost !%ent!0al, 8a&!sta !s st!ll *e&0e!ve% as t$e .o&e e-*ens!ve b&an%. 33 Incon#enient deli#ery process:

F3

On a s.alle& note, 8a&!staAs selfE se&v!0e %el!ve&' *&o0ess &e0e!ve% al.ost nan!.o s 0o.*la!nts f&o. &es*on%ents of t$e .a&+et s &ve'. T$e' fo n% !t !n0onven!ent to ,o ba0+ to t$e 0o nte& 6 st to &e0e!ve t$e!& o&%e&.

Caf Coffee ay 13 <ea" 'rand i7age: T$e Caf" Coffee Da' b&an%, alt$o ,$ 0lea&l' a 'o t$E o&!ente% b&an%, la0+s t$e *o)e& an% st&en,t$ e-*e0te% to .a!nta!n b&an% lo'alt'. T$e b&an% %oesnAt *&o6e0t a 0lea& !.a,e to 0 sto.e&s abo t )$at Caf" Coffee Da' !s all abo t. T$!s 0o l% *&ove as a %ete&&ent % &!n, f t &e nat!onal an% !nte&nat!onal e-*ans!on. 23 Inefficient hu7an resources: A00o&%!n, to t$e .a&+et s &ve', Caf" Coffee Da'As staff &e0e!ve% onl' an ave&a,e &at!n, fo& t$e!& be$av!o& an% se&v!0e. Caf" Coffee Da' nee%s to )o&+ $a&% at t$!s as*e0t, es*e0!all' 0ons!%e&!n, t$e' a&e a se&v!0e se0to& o&,an!;at!on t$at !s loo+!n, at la&,e e-*ans!on. 33 %7'ience ? cor: T$e A.b!en0e 4 D"0o& of Caf" Coffee Da' o tlets &e0e!ve% a belo)E ave&a,e &at!n, f&o. &es*on%ents of t$e .a&+et s &ve'. A lot of &es*on%ents %!% not l!+e t$e fa0t t$at Caf" Coffee Da' o tlets an% l!te&at &e se&ve% as *&!.e s*a0e fo& a

FB

lot of a%ve&t!s!n, an% *&o.ot!ons. T$e' felt as !f t$e 0af"As $a% been $!6a0+e% 6 st fo& a%ve&t!s!n,.

$33 R0C*MM0) %TI*) ? S.990STI*)S Barista H 8a&!sta $as an e-t&e.el' st&on, b&an% !.a,e, b t t$e' nee% to )o&+ $a&% on !.*&ov!n, t$e!& 0 sto.e& *e&0e*t!on of be!n, an% e-*ens!ve b&an%. 8a&!sta an% Caf" Coffee Da' $ave al.ost !%ent!0al *&!0!n,, b t 8a&!sta !s st!ll *e&0e!ve% as t$e .o&e e-*ens!ve b&an%. H T$atAs )$' .' f!&st &e0o..en%at!on fo& 8a&!sta !s, to 0a&&' o t a *&o.ot!on 0a.*a!,n to ens &e t$at t$e!& ta&,et .a&+et !s )ell a)a&e of t$e!& 0 &&ent lo) *&!0es. T$!s )o l% $el* 0$an,e 0 sto.e& *e&0e*t!on an% t &n 8a&!sta !nto an affo&%able b&an%. H Anot$e& ba0+las$ of $av!n, s 0$ a st&on, t&a%!t!onal 0af" b&an% !.a,e !s t$at 0 sto.e&s $ave ve&' $!,$ e-*e0tat!ons of t$e taste 4 < al!t' of *&o% 0ts. 8a&!sta nee%s to )o&+ $a&% at t$!s as*e0t, es*e0!all' fo& 0offee an% eatables *&o% 0ts. H M' se0on% &e0o..en%at!on !s fo& 8a&!sta to loo+ at !ts 0offee beans s **l!e&s an% 0offee b&e)!n, *&o0ess to ens &e t$at !t !s t$e best !t 0an be.

FF

o T$!s !s es*e0!all' !.*o&tant 0ons!%e&!n, t$e !nte&nat!onal e-*ans!on 8a&!sta !s n%e&ta+!n,. 8a&!sta s$o l% also loo+ at t$e Ta6, t$e!& nat!onal s **l!e&s fo& eatables an% %esse&ts, an% e!t$e& !.*&ove t$e taste 4 < al!t' of eatable, o& loo+ at anot$e& s **l!e&E be0a se as of no), t$e' a&e not l!v!n, * to e-*e0tat!ons, an% los!n, 0 sto.e&s to Caf" Coffee Da'. o On a s.alle& note= t$e 8a&!sta %el!ve&' *&o0ess s$o l% 0$an,e, so t$at a 0af" atten%ant %el!ve&s t$e 0offee to t$e table. T$!s .a' see. !ns!,n!f!0ant, b t !t 0an ,o a lon, )a' !n !.*&ov!n, 0 sto.e& sat!sfa0t!on. Caf Coffee ay H Caf" Coffee Da' $as %one e-t&e.el' )ell so fa& to *&o6e0t !tself as an affo&%able 'o t$E o&!ente% b&an%. 8 t t$e&e a&e st!ll 0e&ta!n a&eas )$e&e t$e!& b&an% nee%s to be . 0$ st&on,e&. H W!t$ &e,a&% to t$e *$'s!0al ev!%en0e asso0!ate% )!t$ t$e b&an%, Caf" Coffee Da' nee%s to %o a lot of )o&+ !f t$e' $o*e to 0at0$ * )!t$ 8a&!sta. M' f!&st &e0o..en%at!on fo& Caf" Coffee Da' !s to 0lean * t$e %"0o& at eve&' o tlet, )$e&eve& nne0essa&' a%ve&t!s!n, !s ta+!n, *la0e. H Alt$o ,$ !t .!,$t be an !.*o&tant so &0e of &even e, lon,Ete&. 0 sto.e& *e&0e*t!on of t$e b&an% !snAt ve&' *os!t!ve. H Caf" Coffee Da' )o l% %o bette& to *&ov!%e *&o.ot!onal s*a0e fo& !ts *a&tne&s )!t$ t$e se of 0leve& 0ollabo&at!ons, an% not *&!nte% a%ve&t!se.ents an% *oste&s eve&')$e&e. H M' se0on% &e0o..en%at!on !s t$at Caf" Coffee Da' loo+s at !ts 0 &&ent &e0& !t.ent, sele0t!on an% .ost !.*o&tantl', !ts 0 &&ent t&a!n!n, *ol!0!es.

FG

H C sto.e&s a&e not $a**' )!t$ t$e be$av!o& an% se&v!0e of t$e staff, an% Caf" Coffee Da' !s la,,!n, fa& be$!n% 8a&!sta !s t$!s as*e0t.

Anne- &e
+ri7ary >uestionnaire 1:
9eneral:
1. W$en )as 'o & 0af" la n0$e% !n In%!aY #. W$at )as t$e &eason fo& la n0$!n,Y (. W$at +!n% of set * )as &e< !&e%, !n te&.s of= a. F!nan0e b. Lo,!st!0s 0. H .an /eso &0es

+ara7eters:
%A Corporate +rofile: 1. A&e 'o an !n%e*en%ent o&,an!;at!on o& a&e 'o o)ne% b' a la&,e& 0o.*an'Y #. W$at !s t$e s!;e of t$e *a&ent 0o.*an', an% $o) !s !ts *e&fo&.an0eY (. W$at !s 'o & 0 &&ent s!;e !n te&.s of= FI

a. F!nan0e b. H .an /eso &0es 8D Mar"et entry ? gro:th= 1. W$en an% )$e&e )as t$e f!&st 8a&!sta o*ene%Y #. Ho) .an' o tlets $ave been o*ene%, !n $o) .an' 0!t!es an% ove& $o) . 0$ t!.eY (. W$at !s t$e &ate of ,&o)t$ !n te&.s of o tlets *e& 0!t' an% *e& 'ea&Y

1. W$at +!n% of ,&o)t$ $as ta+en *la0e !n te&.s of= a. F!nan0e b. H .an /eso &0es 0. P&o% 0ts 4 Se&v!0es CD Mar"eting Mi&= 1. P&o% 0t= a. W$at +!n% of *&o% 0t va&!et' e-!stsY b. W$at !s t$e *&o% 0t l!ne st&en,t$ an% )!%t$Y 0. W$at !s t$e so &0e fo&= !. Coffee !!. Foo% Ite.s !!!. Gene&al !te.s %. W$at a&e t$e < al!t' stan%a&%s fo& t$e *&o% 0tsY e. W$at +!n% of b&an% na.eL &e0o,n!t!on %o t$e *&o% 0ts en6o'Y f. W$at so&t of *a0+a,!n, %o t$e *&o% 0ts $ave !n te&.s of=

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!. Conven!en0e !!. P&esentat!on ,. W$at !s t$e ave&a,e se&v!n, s!;e fo& t$e *&o% 0tsY $. W$at +!n% of .e&0$an%!s!n, *&o% 0ts %o 'o ,!veY #. P&!0!n,= a. W$at so&t of *&!0!n, *ol!0' %o 'o $aveY b. W$at fa0to&s affe0t t$e *&!0!n, *ol!0'Y 0. W$at a&e t$e *&!0es of 'o & *&o% 0tsY (. P&o0ess= a. W$at !s t$e *&e*a&at!on *&o0ess an% t!.e fo& 'o & *&o% 0tsY b. W$at +!n% of a to.at!onL e< !*.ent %o 'o seY

0. W$at !s t$e %el!ve&' *&o0ess an% t!.e fo& 'o & *&o% 0tsY 1. Pos!t!on!n,= a. W$at !s 'o & ta&,et .a&+et 4 0ons .e& *&of!leY b. Ho) $ave 'o *os!t!one% 'o & b&an% !.a,eY 0. In )$at )a' $ave 'o *os!t!one% t$e follo)!n,, to a**eal to 'o & ta&,et .a&+et an% s'n0 )!t$ 'o & b&an% !.a,e= !. P&o% 0ts H H H P&o% 0t M!2a&!et' Pa0+a,!n,

!!. P&!0es !!!. Peo*leL E.*lo'ees

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H H H

E.*lo'ee *&of!le Un!fo&.s an% %&ess 0o%e E.*lo'ee 0o%e of 0on% 0t

!v. P$'s!0al ev!%en0e H D"0o& 4 A&0$!te0t &e H Colo&s, !.a,es an% %!s*la's H P&o% 0t l!te&at &e CMen s, .a,a;!nes, et0D H Webs!tes, .a,a;!nes v. Lo0at!ons

3. P&o.ot!ons a. W$at !s t$e .e%!a an% .o%e of a%ve&t!s!n,Y b. W$at +!n% of a%ve&t!s!n, 0a.*a!,n an% s*onso&s$!*s %o 'o 0a&&' o tY 0. W$at a&e 'o & P./. a0t!v!t!esY %. W$at +!n% of sales *&o.ot!on a0t!v!t!es %o 'o 0a&&' o tY e. Do 'o $ave an' *&o.ot!onal 0ollabo&at!on )!t$ e-te&nal o&,an!;at!onsY

B. D!st&!b t!on= a. A&e t$e o tlets 0o.*an' o)ne% o& f&an0$!se o)ne%, o& bot$Y b. W$at so&t of 0ove&a,e %o 'o en6o' !nte&nat!onall', nat!onall' o& lo0all'Y 0. W$at a&e t$e lo0at!ons fo& 'o & o tletsY Ho) an% )$' %o 'o *!0+ t$ese lo0at!onsY %. W$at a&e t$e ave&a,e !nvento&'L sto0+ levels fo& 'o & *&o% 0tsY G#

e. W$at so&t of !nvento&'L sto0+ %!st&!b t!on ta+es *la0eY f. W$at so&t of t&ans*o&t fa0!l!t!es e-!st fo& *&o% 0ts 4 e< !*.entY

DD /u7an Resources: 1. E.*lo'ee *&of!le= a. W$at +!n% of e.*lo'ee *&of!le %o 'o $ave fo& 'o & o tletsY

#. /e0& !t.ent 4 Sele0t!on= a. W$at a&e 'o & &e0& !t.entL $!&!n, *ol!0!esY b. W$at a&e 'o & so &0es fo& &e0& !t.entY 0. W$at !s t$e &e0& !t.ent 4 sele0t!on *&o0essY %. Ho) often %o 'o &e0& !tY (. T&a!n!n, 4 Develo*.ent= a. W$at !s 'o & t&a!n!n, 4 %evelo*.ent *ol!0'Y b. Ho) often a&e 'o & e.*lo'ees t&a!ne%Y 0. Do 'o 0on% 0t an' +!n% of s+!llL *e&sonal!t' %evelo*.ent se.!na&s fo& 'o & e.*lo'eesY 1. E.*lo'ee )o&+!n, $o &s 4 0on%!t!ons= a. W$at a&e t$e ave&a,e )o&+!n, $o &s of 'o & e.*lo'eesY b. W$at !s t$e ave&a,e n .be& of s$!fts !n a %a'Y 0. W$at +!n% of )o&+!n, 0on%!t!ons a&e *&ov!%e% to t$e e.*lo'eeY 3. E.*lo'ee 0o%e of 0on% 0t=

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a. Do 'o $ave a s*e0!al *ol!0' fo& 0o%e of 0on% 0t of 'o & e.*lo'eesY b. W$at so&t of 0o%es e-!st fo& 'o & e.*lo'ees !n te&.s of= !. Manne&!s.s !!. 8e$av!o& !!!. Att!t %e 0. Ho) !s t$!s 0o%e of 0on% 0t !nf se% !nto 'o & e.*lo'eesY Ho) often !s !t &e, late%Y

B. P&o.ot!on *ol!0'= a. W$at a&e t$e *&o.ot!on o**o&t n!t!es fo& e.*lo'ees )$o a&e a *a&t of 8a&!staY b. Fo& $!,$e& *os!t!ons, %o 'o *&o.ote f&o. )!t$!n o& &e0& !t f&o. o ts!%eY

F. Pe&fo&.an0e a**&a!sal= a. Ho) often %o 'o n%e&ta+e *e&fo&.an0e a**&a!salY

b. Is t$e *e&fo&.an0e a**&a!sal 0on% 0te% %o)n)a&%sY 0. Does 8a&!sta n%e&ta+e e-!t !nte&v!e)s alsoY

G. E.*lo'e& t &nove& 4 &etent!on= a. W$at !s 'o & 0 &&ent &ate of e.*lo'ee t &nove&Y b. W$at a&e 'o & *ol!0!es to !.*&ove e.*lo'ee &etent!onY

G1

PLEASE TELL US THE SOMETHING ABOUT YOURSELF &ame .................................................................................... Address .................................................................................

Thank You For Your Cooperation!

P&!.a&' 5 est!onna!&e #=
Mar"et Sur#ey
Na.e= A,e= P&ofess!on= Se-= 51D W$at Coffee S$o* %o 'o 8a&!sta Ot$e&s 5#D Ho) often %o 'o v!s!t a Coffee S$o*Y Al.ost Da!l' #E( t!.es a .ont$ 5(D Ho) . 0$ .one' %o 'o >E#3 / *ees G3 #E( t!.es a )ee+ Not often s all' s*en% at a Coffee S$o*Y #3EF3 / *ees s all' ,o toY

Cafe Coffee Da'

F3E1#3 / *ees 51D Ho) . 0$ t!.e %o 'o Less t$an 1L# $o & 1E# $o &s 53D Ho) .an' *eo*le %o 'o Alone #E1 *eo*le

Ove& 1#3 / *ees s all' s*en% at a Coffee S$o*Y 1L#E 1 $o & Ove& # $o &s s all' ,o )!t$Y W!t$ 1 *e&son Mo&e t$an 1 *eo*le

5BD W$at !s t$e s!n,le .ost !.*o&tant fa0to& fo& 'o to 0$oose a Coffee S$o*Y Taste of 0offeeLfoo% 2al e fo& .one' Peo*leL Se&v!0e A.b!en0eLE-*e&!en0e

5FD Please &ate t$e follo)!n,, a00o&%!n, to 'o & *e&sonal 0$o!0e, fo& bot$ 8a&!sta an% Caf" Coffee Da'= 5 est!ons 8a&!sta Caf" Coffee Da'

1D Taste and >uality of products= C1Z8a% an% 3Z E-0ellentD Coffee

1 # ( 1 3 1 # ( 1 3

Ot$e& D&!n+s

1 # ( 1 3 1 # ( 1 3

Eatables

1 # ( 1 3 1 # ( 1 3

Desse&ts

1 # ( 1 3 1 # ( 1 3

/our co33ents: GB

#D +rices= C1ZC$ea* an% 3ZE-*ens!veD Coffee

1 # ( 1 3 1 # ( 1 3

Ot$e& D&!n+s

1 # ( 1 3 1 # ( 1 3

Eatables

1 # ( 1 3 1 # ( 1 3

Desse&ts

1 # ( 1 3 1 # ( 1 3

/our Co33ents:

5 est!ons

8a&!sta

Caf" Coffee Da'

(D eli#ery of products= KC1Zve&' slo) an% 3Z < O&%e& T!.eK

1 # (

!0+D KKC1Z!n0onven!ent an% 3Zve&' 0onven!entD

Del!ve&' T!.eK
1 # ( 1 3 1 # ( 1 3

O&%e& P&o0essKK
1 # ( 1 3 1 # ( 1 3

Del!ve&' P&o0essKK
1 # ( 1 3 1 # ( 1 3

/our co33ents:

1D Staff= C1Z8a% an% 3ZE-0ellentD 8e$av!o&

1 # ( 1 3 1 # ( 1 3

Manne&s GF

Hel*f lness
1 # ( 1 3 1 # ( 1 3

Se&v!0e
1 # ( 1 3 1 # ( 1 3

/our Co33ents:

5 est!ons

8a&!sta

Caf" Coffee Da'

3D %7'ience= C1Z8a% an% 3Z E-0ellentD F &n!t &e 4 D"0o&

1 # ( 1 3 1 # ( 1 3

Colo&s 4 L!,$t!n,
1 # ( 1 3 1 # ( 1 3

Co.fo&t 4 Feel
1 # ( 1 3 1 # ( 1 3

Ot$e& Ente&ta!n.ent CM
T2, ,a.es, boo+s, et0.D

s!0,

/our co33ents:

BD %#aila'ility= CHo) often a&e t$e follo)!n, *&o% 0ts ava!lableD C1Z/a&el' an% 3ZAl)a'sD T$e 0offee of 'o & 0$o!0e
1 # ( 1 3 1 # ( 1 3

T$e %&!n+s of 'o & 0$o!0e

1 # ( 1 3 1 # ( 1 3

T$e eatablesLsna0+s of 'o & 0$o!0e GG

1 # ( 1 3 1 # ( 1 3

T$e %esse&ts of 'o & 0$o!0e

1 # ( 1 3 1 # ( 1 3

/our Co33ents:

5 est!ons

8a&!sta

Caf" Coffee Da'

FD Calue for 7oney= C1Z8a% an% 3Z E-0ellentD Coffee

1 # ( 1 3 1 # ( 1 3

Ot$e& D&!n+s
1 # ( 1 3 1 # ( 1 3

Eatables
1 # ( 1 3 1 # ( 1 3

Desse&ts
1 # ( 1 3 1 # ( 1 3

/our co33ents:

GD *#erall Ser#ice= C1Z8a% an% 3ZE-0ellentD P&o% 0ts

1 # ( 1 3 1 # ( 1 3

Peo*le
1 # ( 1 3 1 # ( 1 3

A.b!en0e
1 # ( 1 3 1 # ( 1 3

Ove&all /at!n,
1 # ( 1 3 1 # ( 1 3

GI

/our Co33ents:

ID W$!0$ Coffee S$o* %o 'o *&efe&Y W$'Y

1>D W$at %onAt 'o l!+e abo t t$e ot$e& Coffee S$o*Y

PLEASE TELL US SOMETHING ABOUT YOURSELF

&ame A+e 6yrs78 610 . 147 615 : 1;7 61< : 257 625 = above7 >o se >old income level8 $cc pation? Address Se58 219

612000 : 150007 pm 615000 : 250007 pm 625000 : above7 pm

Thank You For Your Cooperation!

BIB;I*9R%+/(

13 Aa#er, ,avid,@ B ildin+ Stron+ Brands@ ,/he 9ree )ress, )rinted in the Anited
States $f America, Bear 1<<3. I>

23 Aa#er, ,avid,@ Strate+ic Brand 2ana+ement@ ,)rentice >all, )rinted in the

Anited States $f America, Bear 1<;<.

33 *rainer,St art,@ /he !eal )ower $f Brands@ ,)C/2A& ) blishin+, )rinted in

Dreat Britain, Bear 1<<5.

!3 (othari,*.!.,@ !esearch 2ethodolo+y@ ,ECS>EA )!A(AS>A& ) blishin+,

)rinted in Cndia,Ban+alore, Bear 1<<;.

$3 (otler,)hilip,@ 2ar#etin+ 2ana+ement,&inth 4dition@ , )rentice >all, )rinted in

Cndia, Bear 1<<<.

53 /oshowe, Stanley, /he 2ar#etin+ !eview : *afF !etail, /he Cndia chapter,
"ol me;3,& mber 333 ,GanH2005,pa+e.33.

-3 www.cafecoffeeday.com . Search en+ines : *ase St dy 43 www.barista.co.in. Search en+ines : *ase St dy 63 www.+oo+le.com. Search en+ines

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