BARISTA VS CAF COFFEE DAY A COMPARATIVE
STUDYTHEINDIANINSTITUTEOFPLANNINGANDMANAGEMENT,
NEWDELHITableofContentsTopic SynopsisSection 1: Introduction - The
Coffee Caf Industry1.1 Evolt!on of Coffee Caf"s1.# T$e Coffee Caf"
In%st&'1.( G&o)t$ of t$e Caf" In%st&' !n In%!aResearch
MethodologySection 2: Case Study on Barista#.1 Co&*o&ate
P&of!le#.# Ma&+et!n, M!-#.( H.an /eso&0esSection 3:
Case Study on Caf Coffee ay(.1 Co&*o&ate P&of!le(.#
Ma&+et!n, M!-(.( H.an /eso&0esSection !: Mar"et Sur#ey1.1
S&ve' Met$o%olo,'1.# C$a&a0te&!st!0s of 2!s!t1.(
Co.*a&at!ve /at!n,1Section $: Conclusion3.1 A&eas of
E-0ellen0e3.# A&eas nee%!n, I.*&ove.ent3.# /e0o..en%at!ons
4 S,,est!ons%nne&ureI P&!.a&' 5est!onna!&e 1 II
P&!.a&' 5est!onna!&e # Bi'liography#S()*+SIST$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& s0$
!.*&ove.ent:. T$e a!. of t$!s T$es!s !s to s00essfll'
0o.*a&e t)o *&o.!nent se&v!0e se0to& 0o.*an!es on a
0o..on *latfo&., anal';e t$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$osen be0ase of t$e!& !%ent!0al *atte&n of fn0t!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$e!& 0sto.e&s
0ons!%e& bot$ 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!& 0sto.e&s.Fo& t$e
*&*ose of t$!s st%', I *&e*a&e% # &esea&0$
tools, bot$ s an% 0ont!nes t$e t&a%!t!on of 0offee bt
s**le.ents !t )!t$1#t!ff!n also. T$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!& 0sto.e&s.T$e %&!n+ also be0a.e fa.os an% as a
&eslt even f!ve sta& $otels be,an 0as$!n, !n on
!t.Seve&al $otels all ove& t$e 0ont&' sta&te%
o*en!n, 0offeeF s$o*s t$at 0ate&e% to $!,$F en%0sto.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&os 0offee *bs !n t$e 0ont&'. A n.be&
of 0offee 0af" o)ne&s t&!e% to )este&n!;e t$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' $ave o*ene% *
a&on% t$e 0ont&'. T$e 0on0e*t of a 0af" to%a' !s not
.e&el' abot sell!n, 0offee, bt abot %evelo*!n, a nat!onal
b&an%. /eta!l 0af"s no) fo&. a .lt!F 0&o&e
!n%st&' !n t$e 0ont&', an% $ave $,e *otent!al fo&
,&o)t$ lo0all', an% !nte&nat!onall'.T$ese 0af"s fo&.
t$e .a!n fo0s of t$!s *&o6e0t.1(R.S.%RC-M.T-**;*9( Fo& t$e
*&*ose of t$!s st%', I *&e*a&e% t)o &esea&0$
tools, bot$ e:T$e se&v!n, s!;e of a *&o%0t !s a .eas&e,
not onl' of 'ea&s, a *&!0!n, *ol!0' a**eal!n, to t$!s
se,.ent !s %!ff!0lt. E-t&e.el' lo) *&!0es a0t as a
%ete&&ent to so.e 0sto.e&s )$o .!,$t &e,a&% !t
as an !n%!0ato& o& otlets all ove& t$e 0ont&', an%
at t$e!& 0&&ent &ate, t$e' a&e o*en!n, a ne)
otlet a**&o-!.atel' eve&' 1> %a's. T$e' $ave a
.a&+et *&esen0e !n ove& #> 0!t!es. M.ba! alone $as
ove& (> otlets, an% t$e n.be& of otlets !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$e %!st&!bt!on
of otlets.;ocation: t$!s !s a *&!.e fa0to& !n
%ete&.!n!n, t$e s00ess of a &eta!l 0$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$e 0!t!esan% t$en %e0!%e on
*&e0!se lo0at!ons )!t$!n !ts l!.!ts.#(Selecting a city:
8a&!sta $as %evote% sbstant!al .ana,e.ent t!.e an% effo&t
!n ;e&o!n, !n on t$e 0!t!es )$e&e t$e' a&e no) s!tate%.
T$e sele0t!on of t$e 0!t!es )as base% on t$e follo)!n,
0&!te&!a. S!;eable *o*lat!on of e-e0t!ves, st%ents an%
fa.!l!es !n SEC A 4 8a&!sta 0ate,o&'9 H!,$ %!s*osable
!n0o.e )!t$ *eo*le loo+!n, fo& ne) v!stas !n le!s&e an%
l!fest'leo&!ente% 0on0e*ts9 H!,$ level o& o&,an!;e%
&eta!l a0t!v!t'9 /a*!% so0!oF e0ono.!0 %evelo*.ent9 Level of
0o..e&0!al !.*o&tan0e DIn%st&!al 0!t!es, state 0a*!tals
et0.E N.be& of e%0at!onal establ!s$.ents an% o**o&tn!t!es
ava!lable fo&e.*lo'.ent.On t$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%$!ana )e&e late& a%%e% %e to t!eF *s
)!t$ @Planet MA an% @Ebon'A to set * sto&eF!nF sto&es at
t$e!& otlets.T$e' a&e also *&s!n, an e 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' $ave o*ene% ne) otlets !n
S&! Lan+a an% Dba! as a *a&t of t$e!& !nte&nat!onal
st&ate,'.#1istri'ution of Stoc"T$e %!st&!bt!on of sto0+ at
8a&!sta be,!ns f&o. t$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$ose !n Del$!.
Sto0+ !s t$en %!st&!bte% to t$e va&!os /e,!onal
Wa&e$oses, an% t$en to t$e lo0al Wa&e$oses. T$e otlets ,et
t$e!& sto0+ f&o. t$e Lo0al Wa&e$oses. 8a&!sta ses a
e*+rder "evel s'ste. fo& t$e %!st&!bt!on of t$e!&
sto0+.8a&!sta ot 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$e *&efe&&e% .eans of
%!st&!bt!on.#3213 : -u7an Resources8a&!staAs boo. !n
,&o)t$ $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 0ont&' a&e )ell t&a!ne% an% *&ov!%e
0ons!stent se&v!0e at eve&' otlet.Ta'le $: .7ployee
+rofileT$e ave&a,e a,e of 8a&!sta e.*lo'ee !s ##. Most
e.*lo'ees a&e !n t$e 1HF#B a,e ,&o*s. T$e b&ea+F* of
t$e va&!os *osts a&e ,!ven belo)=Recruit7ent
?Selection:8a&!sta 0&&entl' o*ens a ne) otlet
so.e)$e&e !n t$e 0ont&' eve&' 1>F1# %a's. T$e
s*&t of ,&o)t$ 0an onl' be s00essfl !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+ositionConte& Staff=Gn!o& E-e0t!ve D>F#
'ea&s e-*e&!en0eE E-e0t!ve D1F( 'ea&s
e-*e&!en0eESen!o& E-e0t!ve D(F3 'ea&s
e-*e&!en0eEF!el%Staff=Te&&!to&' Mana,e&
A&ea Mana,e& /e,!onal
Mana,e&S**o&tStaff=Ma&+et!n, S**l'H.an /eso&0es
F!nan0eT&a!n!n,Sources of Recruit7ent8a&!staAs .a!n
so&0es of &e0&!t.ent a&e=Wal+F
!ns/efe&&alsiii1 Pla0e.ent A,en0!esRecruit7ent ? Selection
+rocess8a&!sta $!&es *eo*le fo& t$e!& 0onte&
staff f&o. e-te&nal so&0es, an% follo) t$e follo)!n,
*&o0ess fo& &e0&!t.ent=Colle0t!on an% &ev!e) of
C&&!0l. 2!taePe&sonal !nte&v!e)s )!t$ H./.
Mana,e&Pe&sonal Inte&v!e)s )!t$ A&ea Mana,e&J
/e,!onal Mana,e&./e0&!t.ent !s sall' %one on a .ont$l'
bas!s, %e*en%!n, on t$e n.be& of otlets 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&tantF even .o&e so !n se&v!0e
se0to& o&,an!;at!ons. 8a&!sta Coffee $as a set, 11 %a's
&!,o&os t&a!n!n, *&o0e%&e fo& ea0$
e.*lo'ee. W!t$ t&a!n!n, .o%les 0sto.!;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$e&
T&a!n!n,.#C!. Induction TrainingIn%0t!on T&a!n!n, o00&s
)$en a ne) e.*lo'ee 6o!ns 8a&!sta. T$e e.*lo'ee !s ta,$t abot
t$e 8a&!sta 0lt&e, )$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, sall' $a**ens ones
eve&' t)o .ont$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> 0&o&e ISO H>># 0e&t!f!e%
0o.*an'. Coffee Da'Os .ost n! an% #1'ea&s. #CL of t$e
0sto.e&s a&e bet)een t$e a,e ,&o* of #3F#H 'ea&s.
B>L of t$e 0sto.e&s )$o v!s!t t$e 0af" a&e .ale an%
1>L a&e fe.ale. 3#L of 0sto.e&s )$o v!s!t t$e 0afes
a&e st%ents.1KL of t$e 0sto.e&s v!s!t t$e 0afes %a!l' )$!le
anot$e& 11L v!s!t )ee+l'. Ea0$ 0af", %e*en%!n, *on !ts s!;e
att&a0ts bet)een 3>> an% K>> 0sto.e&s %a!l',
.a!nl' bet)een 1*. an% C *.. Csto.e&s %es0&!be Caf" Coffee
Da' as t$e *la0e t$e' f&eL of t$e &es*on%ents 0$oos!n,
8a&!sta an% t$e &e.a!n!n, 3>L 0$oos!n, Caf" Coffee Da',
!n%!0at!n, t$e&e !s no 0lea& )!nne& !n te&.s of
a0tal v!s!ts to t$e otlets.T$!s 0an be anal';e% !n &elat!on to
t$e 0o.*a&at!ve &at!n, &es*on%ents ,!ve bot$ otlets, 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&tn!t' fo& ,&o)t$ e-!sts.1K/reDuency of
#isit:&ot often20-2.3 /omes a wee#50-2.3 /imes amonth30-9raph 8
2T$e G&a*$ F# !n%!0ates $o) often t$e &es*on%ents v!s!te% a
0offee s$o*. Cons!%e&!n, t$e a,eF ,&o* fo& t$e sa.*le,
!tAs L v!s!te% a 0offee s$o* #F( t!.es a .ont$. T$!s !s ,&eat
o**o&tn!t' fo& 8a&!sta an% Caf" Coffee Da' to
att&a0t &e,la&s )!t$ lo'alt' *&o,&a.s.Spending
-a'its:$ver 125!s.10-25.05!s.50-05.125!s.40-9raph 8 3T$e vales of
G&a*$ F ( !llst&ate $o) .0$ .one' t$e &es*on%ents sall'
s*en% at 0offee s$o*s. W$!le t$e .a6o&!t' of &es*on%ents
s*ent bet)een /s. #3 4 /s. C3 on a1Hs!n,le v!s!t to an otlet, a
$!,$ *e&0enta,e also s*ent bet)een /s. C3 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$e /s. C3 4 /s. 1#3
b&a0+et )e&e 8a&!sta 0sto.e&s.;engthofCisit:$ver
2hors112.1 hor10-40-1.2hors50-9raph 8 !T$e s&ve' also as+e% t$e
&es*on%ents $o) .0$ t!.e t$e' )ol% sall' s*en% on a s!n,le
v!s!t to a 0offee s$o*. T$e G&a*$F 1 s$o)s t$at $alf of t$e.
)ol% s*en% bet)een 1 $o& an% # $o&s, an% 1>L )ol% s*en%
bet)een V $o& to 1 $o&.%#eragegroupsi>e:2ore than 52
people people20- 20-3.5people30-9raph 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 )ol% $el* s !%ent!f' 0ons.e& *atte&ns,
an% enable s to 0&eate 0sto.e&F s*e0!f!0 *ol!0!es. T$e
G&a*$ F 3 s$o)s t$at B>L of t$e &es*on%ents v!s!t 0af"
!n ,&o*s of (F33>*eo*le. T$!s )ol% !n%!0ate t$at t$e'
a&e sall' 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>L e!t$e& )ent )!t$ onl' 1 *e&son, o& !n a ,&o*
of .o&e t$an 3 *eo*le.eciding
/actor:"aleformoneyAmbience120-45perience40-/aste
ofcoffee1food40-9raph 8 2W$en as+e% abot t$e .ost !.*o&tant
fa0to& t$at 0ont&!bte% to t$e!& 0$o!0e of 0offee 0af",
an eLE of &es*on%ents sele0te% t$e taste of 0offeeJ foo% an%
t$e a.b!en0eJ e-*e&!en0e. Onl' #>L of t$e. 0$oose vale
fo& .one' as t$e!& .ost !.*o&tant fa0to&. T$!s )ol%
!n%!0ate a 0lea& s$!ft of 0ons.e& fo0s f&o. *&!0e
fa0to&s to se&v!0e fa0to&s.!13: Co7parati#e RatingTaste
? =ualityof+roductsT$e f!&st *a&a.ete& t$at
&es*on%ents )e&e as+e% to &ate )as t$e taste an% t$e L
of t$e sa.*le v!s!ts a 0offee$ose fo& .o&e t$an 1 $o&,
0o.fo&t fo&.s an essent!al *a&t of t$e 0sto.e&
e-*e&!en0e. 8a&!sta *e&fo&.e% b&!ll!antl' )!t$
a 1.3J 3 &at!n,, an% Caf" Coffee Da' too %!% )ell )!t$ a (.3J 3
&at!n,.1.3J 3 (J 3B1/urniture ?ecorCo7fort ? /eel*ther
.ntertain7entiagra7 331 8 Co7parati#e Rating 8 *ther
.ntertain7entCsto.e&s 0o.e to a 0af" be0ase t$e' )ant to $ave a
,oo% t!.e )!t$ f&!en%s o& fa.!l'. Ot$e& fo&.s of
ente&ta!n.ent at 0af"s a&e ve&' sefl fo&
en&!0$!n, 0sto.e& e-*e&!en0es an% !n0&eas!n,
0sto.e& &etent!on. Ms!0, T.2., ,a.es9 boo+s, et0 a&e
*e&!*$e&al se&v!0es t$at a 0af" offe&s to !ts
0sto.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 1.3J 3.
8a&!sta $as been able to s00essfll' a0$!eve t$!s be0ase t$e'
*&ov!%e va&!os fa0!l!t!es l!+e boa&% ,a.es an%
,!ta&s to 0sto.e&s fo& t$e!& en6o'.ent.Caf" Coffee
Da' $as ta+en ste*s !n t$e &!,$t %!&e0t!on as )ell,
!nstall!n, 5*9a3 6+ebo-es at eve&' otlet. 8t bes!%es t$at, t$e'
$ave not$!n, &eall' to s*ea+ of. T$!s !s )$' t$e' onl'
&e0e!ve% an ave&a,e &at!n, of (J 3. T$e' s$ol%
0on0ent&ate .o&e !n t$!s a&ea, be0ase t$e&e !s
*lent' of s0o*e fo& !.*&ove.ent.1.3J 3 (.3J 3iagra7 3!1 8
Co7parati#e Rating 8 *#erall %7'ience8a&!sta 0o.*letel' ot%!%
Caf" Coffee Da' !n t$!s se0t!on, a0$!ev!n, $!,$e& &at!n,s
t$an Caf" Coffee Da' !n all 1 a&eas. 8a&!sta ea&ne% an
ove&all 1.3J 3 )$!le Caf" Coffee Da' 0ol% onl' .ana,e (.3J
3.Alt$o,$ Caf" Coffee Da' $a% an aboveF ave&a,e
*e&fo&.an0e, t$e' 0annot affo&% to la, be$!n%
8a&!sta !n t$ese a&eas, es*e0!all' !n t$e!& ,urniture
& 7cor and +ther &ntertain3ent.%#aila'ilityT$e ava!lab!l!t'
of *&o%0ts !s essent!al to ens&e 0sto.e& o&%e&
flf!ll.ent. If a 0sto.e& %es!&es a *&o%0t, !t s$ol% be
.a%e ava!lable to $!. )$en an% )$e&e $e %es!&esB3*#erall!t.
Peo*le v!s!t 0af"s *&!.a&!l' be0ase t$e' se&ve 0offee
an% eatables. T$ese a&e t$e!& bas!0 *&o%0ts, )!t$ot
)$!0$ t$e 0af" !tself )ol% 0ease to e-!st. T$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 0sto.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$e 0offee, %&!n+s, eatablesJ sna0+ an%
%esse&ts of t$e!& 0$o!0e9 on a s0ale of 1F3 D1 !n%!0at!n,
t$at t$e *&o%0t !s neve& ava!lable, 3 !n%!0at!n, t$at t$e
*&o%0t !s al)a's ava!lableE.1.3J 3 1J 3iagra7 3$1 8 Co7parati#e
Rating 8 Coffee of ChoiceMa+!n, t$e 0offee of 0$o!0e ava!lable to
t$e 0sto.e& *oses a %!ffe&ent so&t of *&oble. to
0af"s. W$!le a *la!n bla0+ 0offee o& .!l+F base% 0offee !s
al)a's ava!lable, t$e flavo&e% 0offees, )$!0$ a&e not
o&%e&e% ve&' often, .a' be nava!lable %e to !nsff!0!ent
s**l' 0ase% 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 1.3J 3 an% 1J 3 &es*e0t!vel'.1J
3 1J 3iagra7 321 8 Co7parati#e Rating 8 rin"s *f choiceT$e
ot$e& %&!n+s ava!lable at 0af"s l!+e 0ool %&!n+s, 0ol%
0offees an% !0e teas9 %e*en% a lot on va&!os a&t!f!0!al an%
f&!t base% flavo&sJ s'&*s. T$ese .!,$t not be ava!lable
to t$eBBCoffee of choicerin"s of choice0af" %e to seasonal
fa0to&s o& s**l' fa0to&s. T$e ava!lab!l!t' of t$e 0af"
to ove&0o.e t$ese fa0to&s )ol% %!&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 1J 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&!os %&!n+s t$e' offe& a&e al.ost al)a's
ava!lable to 0sto.e&, %es*!te t$e obv!os *&oble.s.(.3J 3 1J
3iagra7 341 8 Co7parati#e Rating 8 .ata'les of ChoiceEatables at
0af"s *&ov!%e a .0$ .o&e obv!os *&oble.. T$e' 0annot be
sto&e% fo& ve&' lon,, an% be0ase of t$at, s**l' .st be
s$o&t an% f&e>> e.*lo'ees, t$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 1J 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 (.3J 3
&at!n,.C1+roducts+eople1.3J 3 (.3J 3iagra7 !41 8 Co7parati#e
Rating 8 *#erall Ser#ices 8 %7'ienceW$en &es*on%ents )e&e
as+e% to &ate !n%!v!%al *a&a.ete&s of %3bience! t$e'
,ave 8a&!sta an es*e0!all' $!,$ &at!n, )$!le Caf" Coffee
Da' 0ol% onl' .ana,e an ave&a,e &at!n,. ItAs t$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.1.3J 3 (.3J 3iagra7 !51 8 Co7parati#e Rating 8 *#erall
Ser#ices RatingT$e ove&all ve&%!0t !s !n. 8a&!sta ,ot a
nea&F *e&fe0t ave&a,e ove&all &at!n, of 1.3J 3,
)$!leCaf" Coffee Da' )as la,,!n, a )$ole *o!nt be$!n%. T$!s !n
s*!te of t$e fa0t t$at 3>L of t$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$. 8a&!sta, be0ase even t$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!& nse% *otent!al,
an% 0at0$ * !n +e' &eslt a&eas, t$e' )!ll be able to .at0$
8a&!sta !n eve&' fa0et.C#%7'ience*#erall
RatingSe0t!on3=C*)C;,SI*) 3.1 %reas of .&cellence8ot$ 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=Barista11 Strong Brand I7age:8a&!sta
$as a st&on, an% 0lea& b&an% !.a,e. T$e!&
0sto.e&s 0an eas!l' !%ent!f' an% &elate to t$e 8a&!sta
b&an%. T$!s $el*s !n0&ease an% .a!nta!n b&an%
lo'alt'.21 .&cellent -u7an Resource:A00o&%!n, to t$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.31 %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$ose Caf" CoffeeC(Da' as t$e!&
0$o!0e of 0af", ,ave 8a&!sta a nea& *e&fe0t &at!n,
fo& t$e!& A.b!en0e4 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% $ave a
st&on, base fo& ft&e e-*ans!on an% ,&o)t$F
)$et$e& nat!onall' o& !nte&nat!onall'.Caf Coffee ay11
-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 5al!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
0sto.e&s, 6st base% on t$e taste an% L of t$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 0ont&'As la&,est
'ot$b&an%s.T$e nta**e% .a&+et s$a&e an% *otent!al
fo& ,&o)t$ !s eno&.os.C1$12 %reas )eeding
I7pro#e7ent8ot$ 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' $ave, an% !.*&ove 0sto.e& sat!sfa0t!on. T$e .a!l
a&eas nee%!n, !.*&ove.ent, base% on t$e Case $tudies &
#ar-et $urvey! $ave been !%ent!f!e% as follo)s=Barista11 %#erage
taste ? Duality of products:A00o&%!n, to t$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 F#3 /*ees#3FC3
/*eesK3 C3F1#3 /*eesOve& 1#3 /*ees51E Ho) .0$ t!.e %o 'o sall'
s*en% at a Coffee S$o*W Less t$an 1J# $o&1J#F 1 $o& 1F#
$o&sOve& # $o&s53E Ho) .an' *eo*le %o 'o sall' ,o
)!t$WAloneW!t$ 1 *e&son #F1 *eo*le Mo&e t$an 1 *eo*le5BE
W$at !s t$e s!n,le .ost !.*o&tant fa0to& fo& 'o to
0$oose a Coffee S$o*W Taste of 0offeeJfoo%Peo*leJ Se&v!0e 2ale
fo& .one' A.b!en0eJE-*e&!en0e5CE Please &ate t$e
follo)!n,, a00o&%!n, to 'o& *e&sonal 0$o!0e, fo&
bot$ 8a&!sta an% Caf" Coffee Da'=5est!ons 8a&!sta Caf"
Coffee Da'1E Taste and =uality of products= D1X8a% an% 3X
E-0ellentECoffee1# ( 1 3 1 # ( 1 3Ot$e& D&!n+s1# ( 1 3 1 #
( 1 3Eatables1# ( 1 3 1 # ( 1 3Desse&ts1# ( 1 3 1 # ( 1 3/our
co33ents:KC#E +rices= D1XC$ea* an% 3XE-*ens!veECoffee1# ( 1 3 1 # (
1 3Ot$e& D&!n+s1# ( 1 3 1 # ( 1 3Eatables1# ( 1 3 1 # ( 1
3Desse&ts1# ( 1 3 1 # ( 1 3/our Co33ents:5est!ons 8a&!sta
Caf" Coffee Da'(E eli#ery of products= ID1Xve&' slo) an% 3X
