Emerson's Cafe Coffee

7/31/2019 Emerson's Cafe Coffee

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Emerson's Cafe Coffee

Blair, Lauren, Hannah, Tom, KevinMK 303 4/19


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Objective:

To determine the best newproduct for Emerson's Cafe tointroduce in order to increase

customer sales and satisfaction.


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Research Question:

In what food/beverage item

should Emerson's Cafe invest toincrease customer satisfaction?


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Focus Group

General Questions (examples):1. What is important to you when selecting food?2. What is your favorite place to get food on campus,including City Place and Boloco?3. Where is your favorite place to eat off campus?4. Do you prefer to eat off campus? Why or why not?


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Focus Group continued

Specific Questions (examples):1. How often to you go to EmCafe?2. What do you usually order at EmCafe?3. How much would you be willing to spend atEmCafe?4. What other on-campus eateries offer thatEmCafe does not?


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Focus Group Findings:

students are generally unhappy withEmerson Cafe's products many participants noted that the

food is bad and the coffee is

horrible products are overpriced most students go to Emerson's Cafe

in the morning


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OpportunityWhat we discovered from the

focus groups: there is anopportunity to increase Emerson's

Cafe sales with more appealingcoffee.


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Hypothesis:

If Emerson's Cafe offers a moreappealing coffee brand, then sales

will increase.


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Survey

Objectives of survey is to learnabout students':

-coffee/food preferences

-purchasing patterns-general opinions of Emerson's

Cafe and its products


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Brand Preference


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Construct: Experience

How do describe your typical experience atEmerson's Cafe?

Excellent __:__:__:__:__:__:__:__ PoorUnpleasant __:__:__:__:__:__:__:__ PleasantQuick __:__:__:__:__:__:__:__ Slow

Uncomfortable__:__:__:__:__:__:__:__Comfortable


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Reliability Analysis

Excellent/PoorPleasant/Unpleasant

Quick/Timely (Slow)Uncomfortable/Comfortable


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Reliability Analysis


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Reliability Analysis II-deleted the "Quick/Slow" concept because it was an

outlier

Exc/PoorUnpl/PleasUncomf/Comf


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Survey FindingsHypothesis 1: If EmCafe advertises fair trade coffee,

then coffee sales will increase.

Independent variable: Do you purchase fair trade over non-fair tradecoffee?-Yes-No

-I don't know what fair trade is

Dependent variable: How often do you purchase coffee at Emerson'sCafe?

__More than two times per day __Daily __A few times per week__Once a week __Hardly ever __Never


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Results:


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Results

Not Significant...REJECT!


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Survey Findings (cont.)

Hypothesis 2: If Emerson's Cafe offered coffee-basedblended drinks, then sales would increase.

Independent variable: How frequently do you drink coffee-basedblended drinks?Never Always

1 2 3 4 5 6 7Dependent variable: How often do you purchase coffee at Emerson'sCafe?(a) More than 2 times per day (b) Daily(c) A few times per week (d)Once a week (e) Hardly ever (f) Never


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Results:

REJECT!


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Survey Findings (cont.)

Hypothesis 3: If Emerson's Cafe made a deal withcoffee and food, then coffee sales would increase.

Independent variable: How much are you willing to pay for coffee?(a) Under $2 (b) Under $3 (c) Under $4 (d) Under $5

(e) More than $5

Dependent variable: How often do you drink coffee with a meal?Never Always

1 2 3 4 5 6 7

R l


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Results:

Not Significant...REJECT!


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Conclusions

statistics not reliable, significant opportunity to pursue narrower path of

researcho

coffee

o EmCafe coffee focus group interactions imply coffee as a

concern

Documents

Emerson's Cafe Coffee