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Indian Coffee House
Indian Coffee House
HistoryICH was started by the Coffee Board in 1940
Workers co-operative was founded in 1957
The first Indian Coffee House was opened in New Delhi on 27 October 1957
Management
• Presently 13 co-operative societies run ICH
• These societies are governed by managing committees elected from the employees
• There is also a federation of the co-operative societies as the national umbrella organization to lead these societies.".
STP
Segment Target Positioning
•Food and Beverages •Students•Journalist•Bureaucrats•Doctors•Lawyers•Senior Officials•International Market
• Traditional Ambience•Affordable food• Courteous Services•Healthy food•Meeting Place
7Ps Competitor detail7 Ps ICH Sagar Ratna/ Sundram CCD
Product • Coffee• South Indian Food• Western Food
• South Indian Food• North Indian Food• Chinese
• Coffee• Snacks
Price Cheap and affordable Premium Priced Premium Priced
Place • Near colleges and offices• Owned by Different Societies
• Malls/ Main Market of city• Company owned
• Malls/ Main Market of city• Franchises
Promotion Word of mouth Print Media/ Out door media Outdoor media
People Traditional Style and middle aged waiters
Well dressed andMiddle aged staff
Young staff with good communication and presentation
Process Old service style Traditional + Western Western style
Physical Evidence
• Ethnic Ambience• Moderate cleanliness
• Modern looks• Family Dining Hall• Traditional south Indian food served on banana leaves
• Music• Western ambience• Take away
BlueprintCU
STO
MER
AC
TIO
NS
CON
TACT
EM
PLO
YEE
ACTI
ON
SSU
PPO
RT P
ROCE
SSES
ON
STAG
EBA
CKST
AGE
Order
Waiter
Chef
Required material collected
Prepare food
Deliver
Receive food
Request for bill
Bill provided
Payment and check out
Gap 1 (not knowing what customers expect):
• No interaction between customer and manager of restaurant
• No provision of feedback from customer visiting ICH
• No customer relationship management
GAP Analysis
Gap 2(not having the right service designs and standards)
• Service at ICH is quick. Serve under very fast
• Uniform of waiters is not clean
• Non- Hygienic way of food serving
Gap3(not delivering to service standards)
• No proper training for employees
• Failure to match demand and supply during peak hours
Gap 4(not matching performance to promises)
• Affordable with good service so manage to keep customer expectation
• No marketing communication. Only WOM is only source
RecommendationsConscious about the cleanness of the uniform : specially in North India
Water – Purifier
Can play music in the restaurant
Clean and well mentioned washrooms
Should keep suggestion book
Take care of hygiene factor
Analysis
10%
24%
38%
19%9%
Age Group
15-2525-3030-4040-5050 and above
Since when are you visiting Indian Coffee House?
11
19
33
37
Sales
1+5+10+15+
From where you came to know about Indian Coffee House?
684
20
8
Sales
Friends/ FamilyAdvertLocationOthers
What is your reason to visit ICH?
• Main reason is “Value for Money”• “Hangout place” to meet old friends and
have long discussions.
Has there been any change since the 1st time you have visited ICH?
Yes No0
10
20
30
40
50
60
70
80
90
100
Series 1Column2Column1
What should ICH change?
• One thing that the customer would like to
change in ICH is “Service”