italian cafe
TRANSCRIPT
Marketing Plan
Italian Cafe
A Marketing Plan Presented by:
Marica Parlato
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T A B L E O F C O N T E N T S
1. Executive Summary ......................................................................................................... 3
2. Company Description …………………………………………………………………..4
3. Strategic Focus and Plan ................................................................................................. 5
Mission Statement ........................................................................................................ 5
Goals ............................................................................................................................. 5
Competitive Advantage ................................................................................................ 6
4. Situation Analysis ............................................................................................................. 6
SWOT Analysis ............................................................................................................ 7
Competitor Analysis ..................................................................................................... 8
Company Analysis ....................................................................................................... 8
Customer Analysis ....................................................................................................... 9
Customer Analysis ....................................................................................................... 9
5. Market-Product Focus ................................................................................................... 10
Marketing and Product Objectives ............................................................................. 10
Market-Product Grid ………………………………………………………………. 10
Target Markets ........................................................................................................... 11
Points of Difference .................................................................................................... 11
Positioning .................................................................................................................. 12
6. Marketing Program ....................................................................................................... 13
Product Strategy ......................................................................................................... 13
Price Strategy ............................................................................................................. 13
Promotion Strategy ..................................................................................................... 14
Place Strategy ............................................................................................................. 14
7. Financial Projections ...................................................................................................... 15
Break-even Analysis ................................................................................................... 15
8. Organization ................................................................................................................... 16
9. Implementation Plan ...................................................................................................... 17
10. Evaluation and Control.................................................................................................. 18
Possible Deviations .................................................................................................... 18
Possible Solutions....................................................................................................... 18
Appendices
Appendix A: Italian Cafe Menu ........................................................................... 19-23
Appendix B: Italian Cafe Flyer ............................................................................ 24-25
Appendix C: Italian Cafe Coupons and Loyalty Card................................................ 26
Appendix D: Italian Cafe Mobile App ....................................................................... 27
Appendix E: Italian Cafe Survey ………………………………………………..28-29
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1 . E X E C U T I V E S U M M A R Y
Italian Cafe is not a simple coffee shop. We serve a variety of drinks food and even gen-uine Italian gelato. It is made with the idea of providing excellent quality products and a wide range of Italian specialties. The shop is opened every day; we also provide service for the hard working students and staff that are on campus during the weekend. Any customer can stop by any time of the day to order a coffee, a slice of pizza or have a taste of our genuine Italian gelato. The shop is created to attract all of the people on campus, from students, to faculty, to visitors.
The main innovation of this coffee shop is its ability to meet the needs of many stu-dents and faculty on campus. Its main goal is providing a very fast and cheap service. Due to our high traffic location, we attract a lot of customers and, because of our fast serving mobile app, we meet the high demand of our customers. To achieve these goals, the owners have de-cided to create a mobile app that can be easily downloaded from the Apple Store or Google play. This mobile application facilitates the process of ordering and getting the drink or food. With the help of this system, people are able to order the coffee, or the snack even before get-ting on campus. People will be able to pick up the orders as soon as they get to the shop.
Italian Cafe is located in the heart of UMass Boston. This was studied to be a very ad-vantageous position. It allows almost everyone to stop by, pick up their orders and go to class. The location, together with the application, allows the customers to drastically reduce the tim-ing of their shopping. Even early in the morning, when students are late for class, they will be able to pick up a coffee before getting to class. The shop is also made for people that want to try some excellent Italian snacks at lunch, and also for those who would like some real ice cream during the warmer months of the year.
We are committed to providing anyone on campus with unrivaled customer service, punctual delivery, and beautifully prepared, fresh, healthy and tasty food every day.
The owners understand the high level of competition at UMass Boston due to the pres-ence of several coffee shops. The study of the competitors allows them to believe that the marketing plan of Italian Cafe could be very innovative and so it could attract more customers. We offer the lowest price on high quality coffee that cannot be found anywhere else on cam-pus, so we believe that we are at an advantage against our competitors. A detailed study of the trends of Italian products in America makes them aware that the products that will be served at Italian Cafe will be highly requested. An additional study of the trend in mobile ordering makes them think that the plan of using a mobile app will attract a lot of different people.
The marketing program allows Italian Cafe to set several different strategies to provide the best and most interesting service to their customers. Labeling and packaging will make the customers aware of the differences between the shop and its customers. A great price strategy, together with a great promotion strategy will help them attract many different cus-tomers.
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2 . C O M P A N Y D E S C R I P T I O N
Italian Cafe is built around students’ demand for fast service, cheap but high-quality
coffee, and healthy foods. The Founders Federico Finollo, Marica Parlato, Shuyi Peng, Xin Jin,
Yiming Qi, and Christopher Teixeira believe that products could be cheaper and fast served
with internet-based management system.
Italian Cafe is engaged in providing great service and products. To save customers’
time, Italian Cafe allows people to order drinks and foods with a mobile phone app. People can
place orders and purchase with their phones, then, they just need to pick up their order at
Italian Cafe. Also, Italian Cafe is open from 7:00am to 9:00pm during weekdays and weekends
from 7:00am to 7:00pm to serve students, professors and staff members.
Further, coffee in Italian Cafe is the authentic Italian coffee, not the coffee offered at
grocery stores. Indeed, all our products are made by the finest ingredients which come from
the Italian market. Our Italian supplier, which is based in Boston, will provide us with all the
ingredients we need for our coffee shop. The key word is quality and authenticity of the in-
gredients used to make excellent homemade products. Almost everything is prepared every
day to preserve the freshness of the products. Foods served in Italian Cafe are fresh and hot.
Sandwiches and subs are made after orders are placed. In summer, Italian Cafe has the real
Gelato on sale. The preparation of our products depends on the highest quality ingredients in
season.
Students at UMass Boston can do internships and part-time jobs at Italian Cafe. Stu-
dents are able not only to make money, but also practice their skills about IT, management,
and marketing. This strategy could attract more customers as well. With attention to product
details, and personal care of our guests, we provide the maximum in pleasure, leaving a de-
lightful memory and a determination to return.
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3 . S T R A T E G I C F O C U S A N D P L A N
This section of our marketing plan focuses on the strategic planning of Italian Cafe in order to make it a successful business in the University. There are three areas that we will discuss: (a) mission statement, (b) financial and nonfinancial goals, (c) and competitive advantage.
MISSION We are committed to providing anyone on campus with unrivaled customer service, punctual delivery, and beautifully prepared, fresh, healthy and tasty food every day.
GOALS
For the coming five years, Italian Cafe seeks to achieve the following goals:
Financial 1) To capture market by 25-30% within the first 2 years of business;
2) To cover all costs and start making a profit within the first 5 months;
3) To obtain a minimum of 1 million $ in profit from sales within 3 years;
4) To maintain financial stability running our business all year-round;
5) To spend 1’000 $ in advertising the second year of business.
Non-financial
1) To maintain high quality materials for our products;
2) To increase the variety and effectiveness of promotional efforts;
3) To develop event driven promotions;
4) To preserve customer satisfaction and measure it with seasonal surveys;
5) To provide good employment opportunities and working conditions;
6) To promote the company’s overall welfare;
7) To provide internships and part-time jobs for students.
COMPETITIVE ADVANTAGE
The competitive advantage of Italian Cafe is threefold:
Best Quality - We are committed to serving only the best quality products produced with the highest quality ingredients. The philosophy of our company leads us to choose only the in-gredients that are considered the best in the Italian market. The choice of the ingredients is based on our direct knowledge and our daily relationship with suppliers. For this reason, we will be able to provide products that are not so typical in the American market at a price that is definitely cheaper. In order to maintain a high quality of our products, we will to everyone a 25% discount on fresh products everyday 30 minutes before the closing time.
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Greatest Location – Italian Cafe is the only coffee shop centrally located in UMass Boston. He will be situated next to McCormack that will give us the greatest visibility thanks to the high traffic patterns and convenient access. In addition, our shop is also the only coffee shop on campus open every day with a closing time later than our competitors (from 7.00 am to 9.00 pm). This will help us increasing our profits especially on weekends. Unique Customer Service – Since we will deal with high competitors which are already established in the market, we will work on our customer service in order to ensure them the same respectful and excellent treatment. Technology will play an important role in ensuring that our customers get a special one-on-one feeling. Indeed, we will provide fidelity cards and daily coupons to enjoy exclusive rewards and sav-ings. Moreover, we will provide a mobile app to accelerate our customers’ purchases. Our mobile app will not only place orders, but also maintain data on our customers’ previous purchases, so that we will be able to know about their buy-ing habits and provide them the best suggestions for later purchases and the greatest discounts. This will make our cus-tomers have an amazing purchase experience which will like-ly result in more frequent purchases, so also an increase in sales, and in a long-term relationship. As a result, we could re-ly on word-of-mouth advertising.
To deal with high competition, Italian Cafe introduced its mobile app in or-
der to facilitate and accelerate our customers’ purchase experience. This
app will help us to build long-term relationships with our customers and
result in an increase of sales.
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4 . S I T U A T I O N A N A L Y S I S
The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a full-circle description of where Italian Cafe is standing. This is a quick overview of our position among internal and external forces influencing our operating strategies.
SWOT ANALYSIS
The figure below shows the internal and external factors affecting the market opportunities for Italian Cafe.
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INDUSTRY ANALYSIS
In this section, we will provide the backdrop for a more detailed analysis of the competition.
Trends of Italian Products in America - Italian products are one of the most popular eth-
nic products in America. According to Italian Food, in 2014 the export of Italian food products
to the US increased by 6.2% compared to 2013, confirming the US a third of Italy’s target
market for excellent food and, conversely, placing the country in 8th place of the ranking of
the main supplier countries. The export value was 4.28 billion dollars, up 6.2% compared to
2013, representing a market share of 3.2% of the value of US imports. In 2013 Italy exported
4.03 billion dollars to the United States, confirming the trend of growth of the previous years
(3.76 billion exported in 2012). Although a limited increase (+ 0.6%), the period January –
March 2015 confirms the Italian trend of increased exports, driving Italy up to 7th place in the
ranking of supplier countries, despite a slight decrease in market share in the period com-
pared to the same quarter in 2014.
When it comes to ethnic food in America, no other cuisine is as popular as Italian food. Sixty-
one percent of the 1,000 people surveyed by the NRA said they eat Italian food at least once a
month, and 26 percent said they eat it a few times a year.
Trends in Mobile Ordering – According to Delaget, new technology is revamping the way restaurant and coffee shops operators do business, and mobile ordering is one new trend that’s gaining popularity. Large brands like Starbucks and Burger King have implemented mobile ordering in an attempt to appeal to the younger generation. Nation’s Restaurant News reports that 33% of millenials use their smart phones at restaurants, a number that’s forcing most restaurant operations to jump on the mobile bandwagon. Nowadays, cell phones and internet are more and more powerful. Compared with going to physical stores, people are more willing to shop online. Internet can save people’s time of waiting in line and transporta-tion. In early times, people sometimes had to wait in cafe to have lunch or drink a cup of cof-fee. Now, people can do everything they need to do on app to order foods.
COMPETITOR ANALYSIS
The coffee shop industry is very mature today. Lots of people drink coffee in the States. There are about 50,000 coffee houses in America. Starbucks and Dunkin’ Donuts capture about 50% of the market share. Coffee shop chains like Starbucks are very popular and competitive. UMass Boston is home to five different dining outlets for customers’ convenience and enjoy-ment. They include: the Atrium Café, Quinn Café, Campus Center Food Court, Mc Cormack Ex-press, and Healey Library. Some of them are “proud” to sell Starbucks products. However, Starbucks is a kind of fast food in coffee shop industry. Their coffee and foods have consistent taste and are unhealthy. A tall cup size Starbucks contains more than 3000mg caffeine, it is much more than homemade stewed coffee. The cakes and cookies in Starbucks contains lots of sugar. Starbucks have mobile ordering service already, but it’s not available on UMass cam-pus yet. People also can fast and easily get coffee from vending machine in UMass Boston, but the coffee from vending machine is not very delicious. Campus Center Food court also offers foods and coffee. People can have a cup of coffee and meal on campus food court. However, lots of hot foods like pizza, noodle, and sub are unavailable in early morning, for students and
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staff who have morning class or class ended at night, it is hard to eat hot and healthy foods and the waiting lines are very long. In addition, none of these has extended opening hours during both weekdays and weekends.
COMPANY ANALYSIS
Italian Cafe is engaged in providing better service and healthy products to people in UMass Boston. The main strength is the mobile app ordering. People do not have to rush for drinks and foods, do not need to wait in line, and will not suffer hunger in the morning and night. During summer, people can enjoy smoothies and soft served ice-cream in Italian Cafe, instead of packed ice-creams from vending machines. The choice of the ingredients is based on our di-rect knowledge and our daily relationship with our supplier. Apart from our unique menu, the opening times of our coffee shop will also be unique. Our strategy for the initial phase of our business is to attract as many customers as possible through our tactical advertisement and discount opportunities.
CUSTOMER ANALYSIS
UMass Boston has more than 16,000 students and more than 800 academic staff. The profile for Italian Café’s customer consists of the following demographic, and behavior factors. Demographics
Male and female;
Are coffee drinkers;
Ages 18-60, this is the segment that makes up 92% of our market according to the Target
Market Analysis conducted; (See page 11)
Friends/family members of students and faculty members, this segment accounts for 8%
of our market; (See page 11)
Have attended college and/or are graduate students;
Eat out several times a week;
Study at the university until late and during weekends.
Behavior Factors
Enjoy a high quality meal;
Health concerns in regard to foods are taken into account;
There is value attributed to the appearance or presentation of food.
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5 . M A R K E T - P R O D U C T F O C U S
This section describes the five-year marketing and product development for Italian Cafe, and it also provides information concerning the marketing and product objectives, market-product grid, target markets, points of difference, and positioning of Italian Cafe.
MARKETING AND PRODUCT OBJECTIVES
Italian Cafe marketing intent is to take full advantage of its brand so to expand it. We will first increase the current market by providing seasonal meals and different coupons and discounts. Italian Cafe is also seeking opportunities to expand its business to new market. We expecting to open a new coffee shop at UMass Amherst in five years, then expand to all UMass branches in 10 years. Furthermore, we plan to do Italian Cafe business with more schools, and make our coffee shop become a remarkable brand across the United States. We have planned to ob-
tain a 1 million $ profit from sales within 3 years. New products will be added in order to adjust to
the local demand, to attract a vast portion of customers that will likely become frequent buyers, and
also to maintain a stable relationship with our habitual buyers. These products will be brought to
market in Years 2 and 3.
MARKET-PRODUCT GRID The following market-product grid provides information to help segment our market and choose the appropriate products to sell. According to the survey that Italian Cafe conducted, the following information was analyzed and utilized to form the appropriate market-product grid.
MARKET SEGMENTS PRODUCTS: MEALS
GENERAL MORNING LUNCH TIME
AFTERNOON DINNER
TIME WEEKENDS
STUDENTS:
DORMITORY 2 3 2 3 3
APARTMENT 1 2 2 2 3
DAY COMMUTER 3 3 2 0 1
NONSTUDENTS:
FACULTY AND STAFF 3 3 2 1 0
Key: 3 = Large Market; 2 = Medium Market; 1 = Small Market; 0 = No Market.
According to the market-product grid and its calculations, it is best for the Italian Cafe to segment its market towards students and nonstudents (faculty and staff). The best hours to be open for business are from morning to the late afternoon, and during weekends. Howev-er, as a market strategy towards our competitors, we will be also open around dinner time. Our opening times will be as follow: from 7.00 am to 9.00 pm during weekdays, and from
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7.00 am to 7.00 pm during weekends. We will keep our opening times constant to the shut-tle bus service. During summer, when the number of students and faculty members dimin-ishes, the opening hours will be constant.
TARGET MARKETS Italian Cafe has identified its target market as all UMass Boston stu-dents and faculty members, and al-so their friends and family, who aim to have healthy and fast service within campus area. As a new cafe shop will be open next year, our primary goal is to gain the majority of the market at UMass Boston, so we will send some advertisements and surveys in this summer and fall, for informing our coffee shop and collecting feedback about the menu. Italian Café’s tries to satisfy the demand of all students and facul-ties. As a result, we provide food and drinks that target different ethnic groups, sexes, and life-styles. For American and foreign students and faculty members, we provide new type of Ital-ian style sandwiches and snacks based on Italian recipes. If people have highly requirements on healthy lifestyle, we have fresh diet drinks, milk, vegetables, fruits, high-protein chicken and chickpea, and of course people can customize their own healthy salad. For those who seek fantastic tastes, our coffee shop have special designed sandwiches, pizza, and salads, and also people can make their own meal. We have conducted an analysis in order to appreciate our target market. (See also page 9 – customer analysis)
POINTS OF DIFFERENCE
The points of difference of Italian Cafe coincide with its competitive advantage. We can briefly summarize its points of difference as follow:
1. Centered position optimal for students and professors, both during fall and spring se-
mesters;
2. High quality coffee at a cheaper price than other coffee shop the university offers;
3. New type of sandwiches and snacks originated from Italy;
4. Typical Italian pizza and ice-cream offered;
5. Mobile app to facilitate people’s purchases. They can order and pay through smart
phones;
6. Possibility to get your order without waiting in line;
7. Loyalty cards and coupons to enjoy exclusive rewards and savings;
8. 25% off on fresh products 30 minutes before the closing time.
9. Extended opening hours- from 7.30am to 9.00am, everyday.
61%
31%
8%
Target Market Analysis
Students
Faculty and Staff
Other
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POSITIONING
Our goal is to be known in our customers’ minds as a coffee shop that provides them with fresh and healthy meals every day. In order to attract more customers, we will provide a mo-bile app, and we will prepare surveys for our customers to fill out as a way to adjust our meals or ingredients according to our customers’ feedbacks. By doing so, we will likely obtain a posi-tioning in consumers’ minds as very high-quality coffee shop that serves quickly leading to customers’ loyalty.
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6 . M A R K E T I N G P R O G R A M
The four marketing mix elements of Italian Cafe marketing program are detailed below.
PRODUCT STRATEGY Italian Cafe aims to serve a wide range of products to capture a large portion of students and staff and faculty members at UMass Boston. As a authentic Italian coffee shop, we only use fresh products coming directly from our Italian suppliers. Our menu contains several must such as:
- Different types of coffee (The coffee brand is Italian to ensure the highest quality). - Pizza - Ice Cream (Italian Cafe is the only shop on campus that offers real Gelato) - Smoothies (Made with seasonal and fresh fruit) - Sandwiches In addition of being really fresh, our products are original Italian products. The coffee will be made with Italian ingredients. The types of coffee will be based on what you can really find in Italy (i.e. Espresso, Cappuccino, Caffe Latte, and so on). The Pizza will be made in our oven. The recipe will be the traditional thin Pizza and the different types will be based on the real Italian recipes. The Ice Cream will be made daily to ensure the highest pos-sible quality. Smoothies will be fresh made with seasonal fruits. The Sandwiches will be opti-mal snacks between classes, made with simple ingredients. To ensure that we do not waste any food, we will make several surveys and will always count the number of items sold in order to adjust our expenses to the daily consume of our custom-ers. This will ensure that we have fresh products and that we do not waste any food. Our menu will be on the side of the shop to make sure that every customer can read it with ease. Our product strategies consist of: Labeling : We will explain the unique features of our products and the origin of our ingredi-ents in order to attract more customers and build long-term relationships. Packaging: We will differentiate our products by using different packages such as: glass cups, colorful plates, seasonal boxes (flower boxes in spring and snowman boxes in winter), ecolog-ical cups and utensils.
PRICE STRATEGY Italian Cafe aims to compete with the other coffee shops on campus by providing the most af-fordable prices without discarding the high quality. Our Italian Espresso coffee will only cost $1,00. This makes the coffee affordable for everyone. Our smoothies will cost $5,00, and our ice cream will cost $2,50. Both prices are very affordable considered the quality of the ingre-dients. Our price strategies consist of: Penetration strategy: We will offer very low prices at the beginning. In the future, we plan to slightly increase the prices to maximize profit. Bundle Pricing: Italian Cafe will offer great combos for our customers. They will be able to enjoy their favorite products and save money at the same time.
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PROMOTION STRATEGY We understand that being a new coffee shop on campus, we will have to compete with many established brands. That is why we put a lot of effort in organizing our promotion strategy. Our main goal is to attract new customers and create loyal customers with our fantastic pro-motions. Having a large number of loyal customer is very important to be successful and gain more profit. We are aware that the best way to get new customers on campus is when our customers come with their friends because of the word-of-mouth advertising. Italian Cafe will start printing flyers with coupons to distribute throughout the campus this fall semester. We will also place these flayers in strategic places such as JFK Station, shuttle buses and the cam-pus library. The flyers will only be offered during the initial phase of our business and will be printed and distributed in advance with an expiration date. Our promotion strategy consist of: Coupons: During our surveys, we will reward the participants with free coupons and great discounts. We will also incorporate coupons under some random cups, so some lucky custom-ers will enjoy a great discount on their next purchase. (See Appendix) Loyalty Card: Buy 9 coffee cups, you get the 10th for free. Getting a free coffee is this simple. You will be able to subscribe to our loyalty card very easily and for free. Using the mobile app will count as using the loyalty card. The mobile app will make the usage of the Loyalty card very simple. (See Appendix)
PLACE STRATEGY Italian Cafe is located in the center of UMass Boston, a very convenient location for everyone to get a coffee. Our mobile app will help us speed up our sales. We will also have a large sign displaying our logo to notice and draw attention to our coffee shop. Our place strategy consists of: Mobile App: With the help of an easy app, our customers can order and a coffee even before getting on campus. They will be able to pick up their purchase as soon as they arrive on cam-pus and they do not have to wait in line. This is one of our main points of difference. It will de-crease the waiting for people that are in a hurry to go to class. Getting coffee will be a new and better concept. Physical store: The location of our shop is ideal for our customers. During their downtimes, in between classes, they will be able to stop by and get something to drink or to eat.
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7 . F I N A N C I A L D A T A A N D P R O J E C T I O N S
In order to calculate a break-even amount, we averaged the prices of the beverages and the prices of the foods offered to determine the price of a typical meal. This price is averaged at $7.00. The fixed costs for Italian Cafe are $100,000 per year. Our fixed costs include rent, wages, including payroll taxes, professional fees, utilities, licensees, equipment, administra-tion, ingredients and advertising. The unit variable cost is $5.00. This includes production costs, employee costs, and other miscellaneous costs per meal. Using the following formula, we calculated the break-even point for Italian Cafe:
BEP = [FC ÷ (P – UVC)]
BEP Quantity = [$100,000 ÷ ($7.00 – $5.00)] = 50,000 meals
BEP Revenue = 50,000 meals × $7.00/meal = $350,000
Five-Year Projections
Our fixed cost will increase from $100,000 per year to $300,000 per year. The average price for our product will be $9 per item. The average cost will be $6 per item.
BEP Quantity = [$300,000/($9.00-$6.00)] = 100,000 items BEP Revenue = 100,000 meals * $9.00/meal = $900,000
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8 . O R G A N I Z A T I O N
Italian Cafe current organizational structure appears in the following figure which includes both the full-time and part-time employees of the company.
There is one owner who will be in charge of financial management, corporation with suppli-ers, overseeing and interaction with team. One assistant manager who will help the owner handle daily business activities and will manage kitchen operations and be crucial to main-taining food inventory stability and assistance in menu development. We have kitchen lead, cafe lead, and market lead that are respectively responsible for hot food, beverages, and mar-ket development. Also, each lead has two employees to work with who will perform second-ary management functions in the kitchen as well as provide assistance to the chef in main kitchen/cooking functions. Once Italian Cafe business has expanded, we will set up a profes-sional financial management department for planning, organizing, accounting and controlling expenditures for our coffee shop. The marketing, and accounting function will be handled by owner and his assistant manager for the moment. In the future, part-time personnel will be hired to handle secondary functions. In addition, students at UMass Boston can do internships and part-time jobs at Italian Cafe. Students will be able not only to make money, but also to practice their skills about IT, management, and marketing. This strategy could attract more customers as well.
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9 . I M P L E M E N T A T I O N P L A N
Italian Cafe is another coffee shop at UMass Boston we are expecting the following events/projects to be done at a certain period.
Getting coffee shop license from UMass Boston - January 31, 2017
Construction - May 31, 2017
Advertising (flyers, coupons, instagram, facebook, etc.) - June 31, 2017
Inner decoration - June 31, 2017
Getting supplies ready - July 31, 2017
Grand opening - July 31, 2017
Surveys - August 31, 2017
More advertising - September 31, 2017
Another survey - December 31,2017
Opening another coffee shop at UMass Amherst - September 31, 2022
Opening coffee shops at other UMass Branches - September 31, 2027
Opening at least 10 coffee shops on other campus - September 31, 2037
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1 0 . E V A L U A T I O N
Italian Cafe has set several objectives and goals that and will work on in order to meet them. If for any reason, our goals will be delayed, perceived as unachievable or deviated from our original plan, corrective action must be taken.
POSSIBLE DEVIATIONS
Not Enough Demand
Not Enough Space
Delivery on Time
Late Pickup/ No Show
Meeting Deadlines
POSSIBLE SOLUTIONS
Not enough demand – setting up a promotion for a week to attract more customers, or
changing our meals according to customers’ taste buds.
Not enough space (seats) – arrange more seats outside of the coffee shop if needed or
during nice and warm weather.
Delivery on time – if the meal is late due to our own processing problem, the customer
will either get a discount or a refund.
Late Pickup/ No show – if the customer is late to pick up their meals on time, we will
wait up to 15 minutes more to our customers to respond. If the customer is still not
showing up, we will provide him with a percentage of discount.
Meeting deadlines – checking on our revenues daily and what are the items that are left
over at the end of the day and reasons why they are not sold out. Decrease inventory
for any items that are left over and increase those are sold out fast for the next period.
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A P P E N D I X A : M E N U
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A P P E N D I X B : F L Y E R S
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A P P E N D I X C : C O U P O N S A N D L O Y A L T Y C A R D
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A P P E N D I X D : M O B I L E A P P
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A P P E N D I X E : S U R V E Y
The purpose of this survey is to better understand the perceptions and expectations of consumers for visiting coffee shops. This questionnaire will take only 3 minutes to complete, and all the responses will remain strictly confidential. Thank you for your help in this project.
1. What time(s) of day do you usually drink coffee? (circle all that apply) o Morning o Noon o Evening o Night
2. How often do you go out for coffee? (circle one) Daily Weekly Monthly
1-3 times 1-3 times Daily 1-3 times Weekly 1-3 times Monthly
4-6 times 4-6 times Daily 4-6 times Weekly 4-6 times Monthly
7-9 times 7-9 times Daily 7-9 times Weekly 7-9 times Monthly
10 or more times 10 or more times Daily 10 or more times Weekly 10 or more times Monthly 3. What other items do you purchase with your coffee? ______________________________________________________________________________________________________________________ 4. How much do you spend on average when going out for coffee?
o $5 or less o $5 - $10 o $10 - $20 o $20 or more
5. Which type of coffee shop do you visit more?
o McCormack Express o Cafeteria (Food Court) o Italian Cafe o Healey Cafe o The Atrium Cafe o Quinn Cafe
6. What are your 3 favorite meals/drinks? 1)___________________________________________________________________________________________________________________ 2) ___________________________________________________________________________________________________________________ 3) ___________________________________________________________________________________________________________________ 7. What are your 3 least favorite meals/drinks? 1) ___________________________________________________________________________________________________________________ 2) ___________________________________________________________________________________________________________________ 3) ___________________________________________________________________________________________________________________ 8. What is the most important aspect(s) of your coffee experience? (circle all that apply)
o Price o Service o Location o Taste
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9. If you go to a coffee shop but do not purchase coffee, what is your alternative? ___________________________________________________________________________________________________________________ 10. Is there anything you think the Italian Café should change/keep? ___________________________________________________________________________________________________________________